![]() ![]() While the company still experienced tremendous success, there was tension with the new ownership, and Keikhaefer resigned in 1969 to found another company, Kiekhaefer Aeromarine. In 1961, Kiekhafer chose the Brunswick Corporation and sold the company to them. At that show, the company took orders for over 16,000 engines, and the brand was established. Kiekhaefer established the brand Mercury, named after the Roman god, and introduced his five models at the New York Boat Show in 1940. These rebuilt motors withstood the elements better than other outboards, and more were ordered. These were repaired, redesigned, and sold to Montgomery Ward, which quickly sold out of them. Kiekhaefer’s original intention for the acquired company was to make magnetic separators for the dairy industry.Īmong the assets were 300 defective outboards. In January of 1939, Carl Kiekhaefer purchased a bankrupt company called the Cedarburg Manufacturing Company, which made Thor outboards in Cedarburg, Wisconsin. Mercury Marine had its start by accident. ![]()
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