Mercury was an automobile marque of the Ford Motor Company launched in 1938 by Edsel Ford, son of Henry Ford, to market entry-level luxury cars slotted between Ford-branded regular models and Lincoln-branded luxury vehicles, similar to General Motors' Buick (and former Oldsmobile) brand, and Chrysler's namesake brand. From 1945 to 2011, it was the "Mercury" half of the Lincoln-Mercury division of Ford, except for the 1958-1960 inclusion of the Edsel brand. Using badge engineering, the majority of Mercury models were based on Ford platforms.