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The Mercury brand is marketed as being somewhat more upscale than Ford; it applies unique styling details and special features to its vehicles as a way of enhancing their desirability relative to similar Ford products.

Mercury has had a few unique models not shared with domestic Fords, but usually related to other vehicles sold domestically or world wide. These include the Capri convertible (which shared some parts with the Mazda 323 but wasn't nearly as popular, ending production in Australia in 1993), Mercury Tracer (later shared with the Escort, but was a Mexican-built version of the Mazda 323 hatchback in the late 1980s and in '90), Mercury Villager (a name used earlier as a luxury station wagon, but from 1993-2003, it was a minivan shared with Nissan, which sold its version as the Quest and built the drivetrain for both versions), Mercury Cougar (1999-2002, based on the Ford Contour/Mercury Mystique/Ford Mondeo platform but sporting a 2-door, hatchback only bodystyle with sharp styling not shared with the more mundane sedan versions), and the German built Mercury Capri in the '70s (before that model moved to the Ford Fox platform as a twin to Ford Mustang).