Ford Announces the End of the Mercury Car Line

On Wednesday, Ford Motor Company announces the Mercury Automobile line is coming to the end of road.  The company announce come when sales for the company is overall. Fox Business Network:

Ford Motor Co outperformed rivals with a 22 percent sales gain, taking market share along with Hyundai Motor Co, which posted a 33 percent gain, and the Subaru brand, which saw a 35 percent sales rise.

Ford decision to wind-down production  of Mercury is due falling sales of this line. Mercury accounts for only 5% of company sales.

The line began in 1939 with the logo wing footed  Mercury the Roman god of message,commerce and travel. By the 1978 the line peaked with 580,000 cars. In 2009,  only 92,000  cars under the Mercury nameplate. While the Ford brand sales in 2009 at 1.4 million.

In ending the Mercury line Ford will redirect it focus on Ford and Lincoln. Lincoln, Ford’s premier line have struggle to stay competitive with GM’s Cadillac, Toyota’s Lexus division, BMW, Mercedes-Benz.

“We have made tremendous progress on profitably growing the Ford brand during the past few years. Now it is time to do the same for Lincoln,” said Mark Fields, Ford’s president of the Americas.

Reaction is mixed.  Auto industries insiders say Ford made the right decision to shutter the mid price division.

“Lincoln needs to be more youthful, and it needs to be a luxury brand with sex appeal, and it doesn’t have those characteristics right now,” said Rebecca Lindland, an auto industry analyst at IHS Global Insight.

“Previously, with Mercury paired with Lincoln, it was kind of like selling Cartier watches and Timex watches side by side. It was hard to get the luxury experience,” said Brian Allan, general manager of Galpin Premier, a Lincoln Mercury dealer in Van Nuys.

Freed of Mercury, Lincoln can now become a “true competitor to Lexus and other imports,” he said.

“It’s a sad day for this 70-year-old marque, and its loss is disappointing for the more than 1,700 dedicated dealers who sell the Mercury brand,” said Ed Tonkin, chairman of the National Automobile Dealers Assn.

He said the trade association is concerned about the 276 dealers that only sell Lincoln and Mercury cars. They will be left with a sales gap until new Lincoln models arrive to replace the Mercury lineup, which includes the mid-size Milan sedan, the Mariner and Mountaineer sport utility vehicles and the Grand Marquis sedan.

Mercury fans are upset of the loss of the line.

“If you have a bunch of loyal customers, why don’t you build what they want? The people who own these cars love them,” said Gary Richards, 67, of Sun City, Calif. “They give them no cars to sell, and then they wonder why they don’t sell any cars. You don’t have to be a rocket scientist to figure that out.”

Mercury now joins Pontiac, Saturn, Oldsmobile, AMC, and Plymouth car lines  that recently shut down.

I come out a family of Ford owners/ drivers.  Mercury was created  for people who want a  mid-price car with Lincoln’s luxury price. We have been owned Mercury Marquis/Grand Marquis starting with my dad’s 1969 Mercury Marquis  he bought used  when I was 9 years old in 1976. Nicknamed the green monster for the forest green color it was a big hulking tank. It could hold 6 adult passengers comfortably and 3 adults in the front and 4 kids in the back. My mom loved the trunk because it was spacious.We ended giving to my late older brother Johnny when we moved to the states.

A year and half later Dad bought a Mercury Marquis (a/k/a Colony Park) station wagon( yes a station wagon it was the answer to the Ford LTD/Country Squire wagon. Anyway,it was roomy, seat 6 .  and We drove cross country coming back to Long Beach,CA from Henderson,TX  spending the summer and fall of 1977 with my dad’s side of the family. Dad kept the wagon for about ten  or eleven years and gave it to my older brother Johnny.   In 2003 My dad bought him self is a 2002 Grand Marquis.

I drive a 2002 Mercury Grand Marquis in white, dad’s was in burgundy.  I am sad that Ford is eliminating the line. It been a way lower middle class families drive a car that fits their budget with quality and style.

I know Grand Marquis isn’t sexy, sports car. It was a good car to drive and a good car to own. I am looking forward to what Ford has to offer with revitalized Lincoln. Dad own had owned a 1999 Federal Blue color Lincoln Town Car. It was great car . Dad gave my cousin Ayanna got that after my dad bought the Grand Marquis.

Good Bye Mercury!

Fox Business Network

LA Times

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