Ford Said to Plan End of Mercury After Seven Decades - Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars

ToxicAdam · 05-27-2010, 16:53

Ford Said to Plan End of Mercury After Seven Decades (Update2) - Bloomberg.com

Quote:

Ford Motor Co. is preparing to wind down the Mercury line, created in 1939 by Edsel Ford, after sales plunged 74 percent since 2000, said two people familiar with the plan.

The automaker’s top executives are preparing a proposal to kill Mercury to be presented to directors in July, said the people, who asked not to be indentified revealing internal discussions. Mercury, losing two of four models next year, will be starved of products and promotion, the people said.

Chief Executive Officer Alan Mulally emphasized the automaker’s namesake brand as he revived the only major U.S. automaker to avoid bankruptcy. The timing of Mercury’s demise depends on how fast executives can convince the brand’s dealers, who also sell Lincoln models, to close or merge with Ford showrooms, they said.

“Mercury is a forgotten brand,” said John Wolkonowicz, an auto analyst with IHS Global Insight in Lexington, Massachusetts. “Many Americans probably already think it has been discontinued. Mercury was too similar to Ford from the very beginning.”

jsuthers · 05-27-2010, 17:21

Going to be a sad day when that happens. I love these cars (second mercury) first was a sable (which had its problems but was fun to drive)

SyracuseP71 · 05-28-2010, 08:15

What a downer. If only Ford had made the investment in the Mercury brand over the years this could have gone differently. It's perfectly positioned to start becoming more youthful and compete directly with the new offerings from Buick; all it needs is new product as exciting as what's next door in the Ford showroom. I think a refreshed Milan with an EcoBoost engine and some premium options would have taken the wind right out of the Buick Regal's sails.

BigMerc96 · 06-02-2010, 15:18

Just saw on the news that Ford confirmed this story today. Sad day indeed. They said that they want to phase out the brand by the end of the year. The Crown Vic and Grand Marquis and Town Car were scheduled to be in production 'till May 2011, so I guess that the Grand Marquis will go away before the Crown Vic, who knew.

oogieboogiex · 06-04-2010, 09:09

kind of sad... before I was born my grandfather had 65 Meteor 2dr fastback, and my dad drove a 76 Meteor Montcalm 2dr for a couple years...

I think there were some years and models, the early Cougars (67-73), the Comet/Montego/Cyclone of the late 60s, the 57-58 Big Ms, the 1970s Capri, even the bubbleback Capri, that really gave Mercury a different look, really made them something more than just a Ford with a different badge. Too bad that styling wasn't kept over the years.

LarryM · 11-19-2010, 15:33

My dealer shut down last November. Took the car in for servicing one day and a week later when I drove past the showroom and lot were empty. Never said a word of warning to me. The Mothership in Detroit didn't even bother to send a card telling me where I might go for future servicing.

A tear came to my eye.

Went and looked at a 2011 Mustang Cobra today. $59,000 MSRP!

larrchev · 12-02-2010, 13:17

Tis sad indeed.I love my 98 Vicky.When it finally expires(shudder) what can I replace it with?I went to my local Ford dealer and looked at the selection,none of the new cars had a trunk,just two glove boxes,one inside and one outside.Also with their tiny motors they can't pull a small camper.I guess they want you to buy a fuel saving car for about town and a truck to go camping,or worse,a huge 20mpg SUV.My Vicky gets 32 mpg on the highway towing a popup camper!Love that 4.6!This poor senior loves his classy car.