Ford Announces End of Mercury Brand

 

1967 Mercury Cougar (c) Ford Motor Company

1967 Mercury Cougar

Ford announced the anticipated demise of the Mercury line on June 2, 2010, at the same time emphasizing the expansion of the Lincoln product lineup over the next four years.

Ford will end production of Mercury vehicles in the fourth quarter of 2010 and devote resources to the continued growth of the core Ford brand while building the Lincoln brand to compete with Cadillac and Lexus.

“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.  “The new Lincoln vehicles will transform luxury for North American premium customers through an unexpected blend of responsive driving enjoyment and warm, inviting comfort. We will also offer our customers a world-class retail experience through a vibrant retail network.”

Lincoln’s hallmarks will be refined, modern design, the most fuel-efficient premium powertrains and industry-leading technology that create a unique driver experience both in the cabin and on the road.

“Profitably growing Lincoln in North America is an important part of our One Ford plan,” said Alan Mulally, Ford president and CEO. “Our Ford brand is gaining momentum and winning customers around the world.  Now, we are going to use the same laser focus to further strengthen Lincoln and deliver even more products luxury customers really want and value.”

Mercury was originally created as a premium alternative to Ford products and for many years was an important source of incremental sales.  As the strength of the Ford brand has increased, particularly in the last three years, many customers have chosen Ford products over Mercury. At this time, Ford’s strengthened financial position allows the company to absorb the short-term costs associated with discontinuing the Mercury brand and consolidate future product investments in Lincoln.

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