1951 Mercury Custom Coupe Art Morrison Lead Sled Chopped 1950 1949 Air Ride SEMA

  • Condition: Used
  • Make: Mercury
  • Model: 'Ruggiero' Custom
  • Type: Coupe
  • Doors: 2
  • Year: 1951
  • Mileage: 4818
  • VIN: S1LA24945M
  • Color: Blue
  • Engine size: ZZ4
  • Fuel: Gasoline
  • Transmission: Automatic
  • Drivetrain: RWD
  • Interior color: Blue
  • Vehicle Title: Clear
  • Location: Rancho Cordova, California, United States


We are pleased to offer this rare opportunity to own one of the most decorated and award-winning custom cars in recent history. The "Ruggiero Mercury” is being offered for ownership for the first time since its completion. This unbelievable 1951 Mercury Coupe was designed & built by the best custom car builders, fabricators, painters, & interior craftsmen of our era. The vast majority of the build was performed by Bill Ganahl and his team at South City Rod & Custom. The perfectly proportioned top chop and early fabrication work was done by Matt Townsend of Townsend Customs. Body and paint work was performed by Joe Compani of Compani Color. Interior work was done by Plante Interior Co. Finished in a gorgeous custom-blended Candy Midnight Blue with an interior stitched in Dark Blue and Vanilla Shake tuck-and-roll custom upholstery. A hidden Alpine stereo and amplifier with 4 JL Audio speakers and an 8-inch subwoofer deliver high-end fidelity to the interior. No expense was spared throughout the build, and no detail was overlooked. The car sits atop a custom built Art Morrison Chassis which was fitted with a 4-Link rear, Accuair adjustable air ride suspension, Disc brakes, and a Ford 9" rear end with Strange axles. Underneath the hood is a 1949 Cadillac-themed ZZ4 crate engine with a bat wing air cleaner, mated to a 700R4 Automatic Transmission. In addition to the four main craftsman of this vehicle, finish work was provided by Sherm’s Custom Chrome Plating, Quality Restorations custom 1949 steering wheel, Gonsels CNC trim, Red Line Gauge Restoration, Wilwood Disc Brakes, Strange Axles, Vintage Air A/C, Accuair Air Ride System and Airbags, Billet Specialties Front Runner accessory system, Sanderson Headers, and Smithy Mufflers with a ceramic-coated flanged exhaust system crafted by Jack Stratton. Power steering and Power windows were also added. Wheel Vintiques steel wheels in Candy Red are finished with 1949 Sombrero Hub Caps and BF Goodrich bias ply whitewall tires. Thousands of hours of labor were put into this build. Far too many details to list in one ad. What sets this highly customized Mercury apart from other custom cars is the pedigree that this vehicle has earned in only six years since its completion. The 'Ruggiero Mercury' has won first place in every show that it has entered, from its debut in 2013 at the Grand National Roadster show, to the 2018 Hillsborough Concours d’Elegance. The car earned invitations to Pebble Beach, The Good Guys Top 8 in Scottsdale Arizona, and the Carmel Concours on the Avenue. Among many others, some of the notable awards include: ‘Custom of the Year’ at 2013 Good Guys in Scottsdale Arizona. '1st Place in class' at the 2013 Grand National Roadster Show. 1st Place 'Best body & paint work execution' at the 2013 Grand National Roadster Show. 1st Place 'Custom D’Elegance Award' at the 2013 Sacramento Autorama. 1st Place 'Hot Rod Class' at 2015 Carmel Concours on the Avenue. '1st Place overall' at the 2015 Pacific Grove Concours. 1st Place 'Heavy Hitter Award' 2016 & 2017 Gambino Customs (First & only repeat winner). ‘Best in Class’ 2018 Hillsborough Concours d’Elegance. ‘Perpetual Award Winner for Excellence in Design’ 2018 Hillsborough Concours d’Elegance. It has been featured side-by-side with The Barris Mercury, one of the most iconic and valuable Mercurys in the world. This pairing occurred by invitation at the 2015 Pebble Beach Custom Car Forum which featured legendary builders and historians Sam Barris, Pat Ganahl, and others. An exceptional build with Laser straight body and paint, Beautiful brightwork, and attention to detail that is second to none. This breathtaking Mercury is one of the most incredible Customs on the planet, and it is ready for a new home. Please call for more details 916-387-9997