Should Ford Eliminate Mercury?

The car market is buzzing following unsubstantiated news the Ford Motor Clients are intending to get rid of its Mercury brand. That story, first as reported by Automotive News at the end of May 2010, states that Ford continuously starve Mercury of merchandise before finally discontinuing the marque in 2013.

Automotive Press

As always, Ford is not commenting by what the automotive press says, however they have established that a choice is going to be announced throughout the company’s This summer 2010 general meeting. If Ford kills off Mercury, this 70 plus years old American brand will join Hummer, Saturn, Pontiac, Oldsmobile, Plymouth and Bald eagle as brands which have died or were extinguished in the past fifteen years, underscoring a shift in the manner vehicle makers market then sell their cars.

Mercury’s demise is not prone to create a huge outpouring of grief in the vehicle buying public. Based on the Auto Author, less than 100,000 Mercurys were offered in ’09, a brandname which has already disappeared from Canada. Most Mercury dealerships are tied along with Lincoln subsequently while numerous Lincoln subsequently dealers already sell Ford brand models. Ford is undoubtedly the biggest brand for that Blue Oblong, while Mercury only sells thinly disguised copies of existing Ford product.

Premium Brand

Ford Motor Company corporate material states the brand premiered by Ford in 1939 to be able to give customers medium difficulty brand between “for that masses” Ford and luxury make Lincoln subsequently. For some time, Mercury offered well, topping 500,000 models offered in 1978 prior to starting to say no.

Mercury has always symbolized different trim level Ford products, using the periodic unique or differentiated product within the mix. The Mercury Capri was unique towards the brand, vehicle imported from Ford of Europe for some time. The Mercury Grand Marquis saw some success like a livery model, however Ford has lengthy offered the Ford Crown Victoria and Lincoln subsequently Town Vehicle too.