In 1939, engineer Carl Kiekhafer bought the failing outboard motor company Thor and began rebuilding the defective motors. He sold the improved motors under a new brand name and launched them at a Milwaukee fair. Kiekhaefer and a small staff of employees rebuilt the motors and sold them to Montgomery Ward, a mail-order company. Kiekhaefer designed motors that withstood the elements better than his competition and called the motor Mercury whilst adopting the logo of the Roman god Mercury. Mercury’s brand portfolio includes Mercury and Mariner outboards, MerCruiser sterndrives & inboard engines, MotorGuide trolling motors, and Mercury and Quicksilver parts and oils.