Mercury Coming To an End?

[Chatam/Marauder]

Just curious if anybody has heard about Mercury coming to an end anytime soon? My Dad was just telling me about some newspaper article he read the other day about Ford pulling the entire Mercury name, along with plenty of lay-offs, could this be true? Any links on this would be great for others to read so feel free to post em!

[TAKEDOWN]

I Heard, But Thought They Were Only Rumors, I Wouldn't Be Surprised!

[MarauderTJA]

I read the opposite. Mercury is a popular middle line brand between Ford & Lincoln. I am sure like most things sooner or later down sizing will affect a lot fo Ford's future.

[RF Overlord]

Can your Dad find the article and tell us what paper and what date this was?

I've heard the same rumour and innuendo about Mercury for the last year or two. My humble opinion is that IF Ford were to downsize, Mercury would be the one to go, just like GM dropped Oldsmo-pile and Chrysler dropped Plymouth.

[SMOKE]

THIS (http://www.motortrend.com/features/auto_news/2008/112_0806_ford_product_future/index.html) snippit in Motor Trend comes close (or at least constitutes another swipe at Merc's future)...

In between all the powerplant talk, they surmise the gap where Mercury exists between Ford and Lincoln could be closed by a shuffle in the product line (eventually leaving only the Sable). 2010 could be the end of the road...

-Jonathan

[Chatam/Marauder]

Can your Dad find the article and tell us what paper and what date this was?

I've heard the same rumour and innuendo about Mercury for the last year or two. My humble opinion is that IF Ford were to downsize, Mercury would be the one to go, just like GM dropped Oldsmo-pile and Chrysler dropped Plymouth.

Let me work on that, get back with everyone when I find anything out!

[Bluerauder]

Here's an article stating similar opinions dating back to 3 September 2007

MERCURY EVER CLOSER TO GETTING THE AXE

>>>>>> http://www.autoblog.com/2007/09/03/mercury-ever-closer-to-getting-the-axe/

[MarauderVOL]

There was a similar article in the paper here. It said the next three years were crucial for the Mercury line of cars and "if" something did happen due to dealership franchise rights it would take at least three years to phase the Mercury line out so Ford could avoid franchise lawsuits.

[frdwrnch]

I Have Heard Both Sides. I Am Beginning To Think That They May Be Phasing The Brand Out Due To The Fact That I Have Not Seen Any New Developement Info For Mercury Brand Products. I.e. Prototypes, Concepts, Etc.

[88LTDCV351]

http://editorial.autos.msn.com/article.aspx?cp-documentid=473911

[Stranger in the Black Sedan]

But I will miss the commercials w/ Jill in them so much if there is no more mercury

http://mbcf.dfci.harvard.edu/666/jill.jpg

[Aren Jay]

There is no Mercury in Canada anymore. They sell Ford Grand Marquis up here.

[quota]

Besides no Mercury anymore in Canada, there is no Renault, Peugeot, Citroen, Skoda, Fiat, Lancia, Alfa Romeo, etc. Does not mean that these brands are going down. At the contrary, they do extremely well. But the canadian market is too tiny and too 'cheap' for getting these exotics fighting against the very (too) popular Japanese and Koreans.

Regarding Mercury, we can fear the worst.
Though FORD should understand that the brand can be used as the right platform for selling some imported models (european Focus range, Mondeo - there is even a new attractive crossover based upon the new Freelander). That would be a clever move. These cars are well built, are well engineered, are very reliable and last but not least show an extremely attractive mpg. They would sell like breads and would revive the Mercury name without any other investment than sound advertising.

JP

[MM03MOK]

Mercury descending

Mercury faces an uncertain future

<SCRIPT language=javascript type=text/javascript> var isoPubDate = 'May 18, 2008'</SCRIPT>By LOS ANGELES TIMES
May 18, 2008 6:30 AM

Is Mercury headed for the junkyard?

Speculation is mounting that Ford Motor Co., preoccupied with reviving its Ford and Lincoln brands, might decide to retire the Mercury nameplate rather than spend scarce resources trying to restore its luster.

Despite denials from Ford, the conjecture received a boost last week when Jerome York, a former auto executive and adviser to billionaire investor Kirk Kerkorian, said shedding the brand would be a smart move for the struggling automaker.

York's opinion carried weight, considering that Kerkorian's Tracinda Corp. recently revealed that it owned a 4.7 percent stake in Ford and intended to buy more shares.

An even more influential vote on Mercury's future is being cast in auto showrooms across America.

After regularly selling a half-million vehicles a year during the mid-1980s, Mercury sold only 168,000 cars and sport utility vehicles last year. Its U.S. sales are down 23 percent this year — the biggest drop for any brand except Chrysler and Hummer.

"Mercury has one more product cycle left in it, and then will almost certainly be retired as a brand," analyst Aaron Bragman of market researcher Global Insight wrote in a report this year.

It would be a sad end for a marque that had generated its share of automotive history. Launched in the 1939 model year as a "step-up" car for buyers between economy Fords and upscale Lincolns, Mercury was known for its powerful V-8 engines and became popular with hot rodders.

James Dean drove a black '49 Mercury Club Coupe in the 1955 movie "Rebel Without a Cause," cementing the brand's place in American pop culture.
"It became an icon for teenagers," said Gary Richards, a member of the International Mercury Owners Association. "James Dean was cool; he drove a Mercury; ergo, Mercury was cool."

Mercury cruised through the '60s and '70s on the momentum of popular cars such as the Cougar. But by the late 1980s, the brand was suffering an identity crisis. Most of its products were "twinned" with nearly identical Ford models, and beyond the badge and distinctive waterfall grille, there was little to differentiate a Mercury from a Ford except for the higher sticker price.
"It's hard to sell a Mercury when it looks just like a Ford that's priced at $4,000 less," said Tom Libby, an auto industry analyst at J.D. Power & Associates.

Eyebrows went up a couple of years ago when Ford opted not to produce a Mercury-badged version of the much anticipated Edge crossover SUV. The vehicle has been a strong seller for the blue oval and could have given the Mercury lineup a boost, analyst say.

As its product lineup has aged, so has the brand's customer base. The average Mercury buyer is 55, according to J.D. Power, well above the industry average of 47. The yacht-like Grand Marquis skews even older, with an average buyer age of 72.

Brand loyalty is flagging as well, with 35 percent of Mercury owners opting to buy the same brand of vehicle compared with an industry average of 45 percent, according to market research firm R.L. Polk & Co.

Ford insists it has no plans to sell or scrap Mercury. Although there are no all-new vehicles on the drawing board for the brand, an updated Mariner mid-size SUV is due in showrooms this summer, and updated versions of the Milan sedan — including a hybrid — are due next year.

[Bigdogjim]

Pull the plug. Nothing but carbon copy Fords.