When Alan Mulally came on board as CEO of the Ford Motor Company, he had a vision of the future in mind. A vision without the long-languishing Mercury brand. So even after selling off Land Rover, Jaguar, and Volvo, Mulally mandated that the Mercury brand was too redundant. And just like that, a great American marque goes the way of the dodo.

"Mercuryland" is up for auction, in both name and inventory.

While Mercury still has its fans and supporters, one of them is getting rid of his entire collection of cars and parts. Hemmings Auto Blog reports that “Mercury Joel” is putting his huge cache of 1949 to 1966 Mercury parts known as “Mercuryland” up for sale to the highest bidder. The guy really likes classic Mercurys.

The auction is for the name and rights to the “Mercuryland” website and a huge inventory of used cars. Joel isn’t quite getting out of the Mercury business entirely; he’ll still work on selling new reproduction parts, and on helping other Mercury fans with their own projects. But by getting rid of his large inventory of Mercury parts will allow Joel to focus on other parts of the restoration hobby.

The years between 1949 and 1970 are generally regarded as Mercury’s best years, giving us cars like the ‘49-51 lead sleds, the Turnpike Cruiser, and other hot rods and custom cars. The auction will be conducted by VanDerBrink Auctions on October 27th at the Archer, Nebraska location of Mercuryland.

Hopefully, a new generation of Mercury enthusiasts will step up to the plate. You can read more about Mercury Joel’s adventures over at his blog, or on his YouTube site.