Ford ending Mercury brand this year (only has 0.8% marketshare of new vehicles)

[Statistical]

The Ford Motor Company said Wednesday that it would stop production of Mercury vehicles in the fourth quarter and discontinue the brand. The announcement confirmed long-time speculation that the Mercury brand was ending, joining other aged models like Plymouth and Pontiac in the automotive graveyard.

Ford said it does not anticipate a significant expense to close showrooms since it has no stand-alone Mercury dealers. Mercury models are sold through 1,700 dealers, with most selling Lincoln or Ford models as well.

Through May, Ford said Mercury’s market share was only 0.8 percentage points, while the Ford division has gained 2.2 percentage points of market share in 2010 alone. Over all, Ford has about 17 percent of the American car market. “We decided that we’re going to focus our efforts and our resources on continuing to grow the Ford brand and to accelerate Lincoln,” said Mark Fields, Ford’s president for its Americas region.

Sad to see it go but it makes sense. Concentrate on 2 core brands. Ford for mainstream, Lincoln for luxury.

http://www.nytimes.com/2010/06/03/business/03mercury.html?src=busln

[unhappycamper]

1. Right after I was divorced, I paid $300 for a 1984 Mercury Cougar.

I called it the brownmobile as it was four shades of brown: paint, primer, rust and dirt.

The motor on the driver's side window crapped out about 4 months before I got rid of it. I saw it driving down a Cape Cod road about a year after I gave it to charity.

That was one ugly car.

[Frustratedlady]

2. I hate that. I love my Mercury Montego and would buy one again. nt

[EOTE]

5. You can just buy a Taurus (previously the Ford Five Hundred), they're the same vehicle.

I'm guessing that's a substantial portion of the reason Mercury is being dropped. They don't have a single car of their own, there's a Ford or a Lincoln for every Mercury made. Same reason that GM dropped Pontiac (although Pontiac did have the G8 which didn't have a Chevy equivalent).

[Frustratedlady]

12. Thanks! I'll remember that when I'm ready to trade. n/t

[MrCoffee]

3. It's about time.

[flvegan]

4. I'm shocked Mercury lasted *this* long.

Haven't really understood the need for this brand since...well, the 60's I guess.

[Faygo Kid]

6. Too bad, but inevitable.

My 2005 Sable is definitely an "old man's car," but it runs fine.

[Codeine]

13. The Sable is just a Taurus

with a cosmetic package. Good cars, though.

[yellowcanine]

7. My first car was a 1964 Mercury Comet Caliente 2dr Hardtop.

289 and 4 on the floor. Sweet car and a bit more classy than its cousin the Ford Falcon just as the Cougar with its flip up headlights and sequential turn signals had a little more class than the Mustang. The flat head V-8 Mercury engine of the early 50s had more horsepower then the Ford flat head, making it the engine to have for hot rods in the early years. With 3 carbs and headers and dual exhausts it was the poor man's "hot rod Lincoln." I can see why Ford needs to lose the Mercury line now but I will mourn its passing.

[LeftinOH]

8. Considering that Mercury is more of an up-level 'trim' than an actual brand, its hard to see how

eliminating the name will save any money -but it's too bad that the Mercury "option" will no longer be a possibility.

[liberal N proud]

9. One more name for the Auto brand graveyard

But Mercury has always been a mirror product of either Ford or Lincoln vehicles.

[Coyote_Bandit]

10. Hate to see it go

I've owned a couple of Mercury cars thorugh the years. No doubt they were better than the Chevy and the Honda I had - and one of the Dodge's. I've got another Mercury rght now - a low mileage Sable that should be good for several more years.

There are some differences between the Mercury cars and the Ford and Lincoln's they mirror. Best example of that is the Mercury Marquis compared to the comparable Lincoln.

[John1956PA]

11. The Grand Marquis has been a practical alternative to the big Lincolns.

I bought a 2008 Grand Marquis because it had sensible features like cloth seats which kept its price low. It has the same 4.6 liter engine which the big Lincolns and the Ford Crown Victoria offer. I would not consider buying a Lincoln which all come accessorized with leather seats which require seat-warmers to keep the vehicles' occupants from freezing during the northern winters. All of that amounts to more expense and more accessories to go bad. The Ford Crown Victoria is available to police departments only. I think that Ford should have kept the modestly accessorized Grand Marquis. What it may do is offer scaled down big Lincolns, or it may drop them also. That would be too bad, because I think the full-size rear-wheel drive cars are ideal for the hilly and twisting roads of Western Pennsylvania.