Ford will drop the 72-year-old Mercury brand
By Dee-Ann Durbin |
June 4, 2010, Friday
|
Print Edition
Print Edition
FORD Motor Co said on Wednesday it will cease production of its 72-year-old Mercury brand by the end of 2010 after years of declining sales.
Ford plans to expand its luxury Lincoln lineup to make up for lost Mercury sales and support Lincoln-Mercury dealers who will suddenly be without a brand.
Derrick Kuzak, Ford's product development chief, said Lincoln will have seven new or revamped vehicles in the next four years, including the brand's first compact car.
Ford Americas President Mark Fields said Mercury's sales make up such a small percentage of North American market share that it makes more sense to focus on accelerating the Ford brand and growing Lincoln. Mercury's sales peaked in 1978 at more than 580,000 vehicles but just over 92,000 Mercurys were sold last year. Ford has 1,712 dealerships currently selling Mercurys, although none are stand-alone Mercury dealers.
Bob Tasca Jr, who owns two Mercury dealerships in Rhode Island and Massachusetts and is the head of Ford's Lincoln-Mercury Dealer Council, said many dealers will get through the Mercury closure and do well selling Lincolns. But he said the closure is still emotional, because dealers will have to lay off staff and, in some cases, close showrooms.
Mercury was conceived as a mid-range brand between no-frills Ford and the luxury Lincoln brand, but it struggled to differentiate itself in recent years as Ford moved upmarket.
Ford plans to expand its luxury Lincoln lineup to make up for lost Mercury sales and support Lincoln-Mercury dealers who will suddenly be without a brand.
Derrick Kuzak, Ford's product development chief, said Lincoln will have seven new or revamped vehicles in the next four years, including the brand's first compact car.
Ford Americas President Mark Fields said Mercury's sales make up such a small percentage of North American market share that it makes more sense to focus on accelerating the Ford brand and growing Lincoln. Mercury's sales peaked in 1978 at more than 580,000 vehicles but just over 92,000 Mercurys were sold last year. Ford has 1,712 dealerships currently selling Mercurys, although none are stand-alone Mercury dealers.
Bob Tasca Jr, who owns two Mercury dealerships in Rhode Island and Massachusetts and is the head of Ford's Lincoln-Mercury Dealer Council, said many dealers will get through the Mercury closure and do well selling Lincolns. But he said the closure is still emotional, because dealers will have to lay off staff and, in some cases, close showrooms.
Mercury was conceived as a mid-range brand between no-frills Ford and the luxury Lincoln brand, but it struggled to differentiate itself in recent years as Ford moved upmarket.
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