The Monarch was marketed as its own brand of car rather than as a Ford, with its own model names which included Richelieu, Lucerne and Sceptre.

[3] Initially marketed simply as the Monarch, later model names included Richelieu, Lucerne and Sceptre.

The Monarch line provided Canadian Ford dealerships a product to sell above its Ford-badged models, in the medium-price field.

Ford of Canada also built the Meteor range for its Lincoln-Mercury dealers to sell below its Mercury-badged models.

This was typical practice in the Canadian market, where smaller towns might have only a single dealer who was expected to offer a full range of products in various price classes.