115 mercury motor10/8/2023 Kiekhaefer took more than 16,000 orders at the 1940 New York Boat Show. Kiekhaefer designed motors that withstood the elements better than his competition and called the motor Mercury (taking advantage of the "Mercury" Motor Car popularity at the time) whilst adopting the logo of the Roman god Mercury. The motors were much improved, so the buyer purchased more. Kiekhaefer and a small staff of employees rebuilt the motors and sold them to Montgomery Ward, a mail-order company. The purchase included 300 defective outboard motors. Kiekhaefer's original intention for the Kiekhaefer Corporation was to make magnetic separators for the dairy industry. The Kiekhaefer Mercury company began in 1939 when engineer Carl Kiekhaefer purchased a small outboard motor company in Cedarburg, Wisconsin.
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