Mercury About to Crash
Saturday, May 29, 2010

Back in November I posted comments regarding the rumors that Ford was considering axing the Mercury division. I closed with these words: “If you see a Taurus-based Mercury concept car or a cross-over or SUV [at the upcoming car shows], it might stick around a while. Otherwise: not with a bang but a whimper.”
Well, the car shows came and went without anything new from Mercury, no concept car, no new crossover -- nothing. Most significantly, there was no indication that Ford would offer a Taurus-based sedan or SUV from its mid-level brand. Back in January Ford chief Mullaly did tease us with the promise of a Mercury version of the redesigned Focus but it seems that won’t happen.
Reuters is reporting that Ford is making plans to discontinue the Mercury brand and will be talking with its dealers about it as early as this summer. Dealers apparently have been waiting for this shoe to drop for some time and don’t seem too concerned. All of them have either Lincoln or Ford franchises (or both) so will still have cars to sell. And Ford could round out the Lincoln line-up with its own version of the Escape to replace the Mariner.
Losing the Grand Marquis may be the most difficult pill to swallow as there just isn’t another car quite like it on the market. It is a lot of car for the money and is a favorite among middle-American retirees. (Buick may want to keep the Lucerne around just for these folks.) The Grand Marquis, of course, was going away in 2011, anyway.
Analysts have been saying for years that GM and Ford would need to shed some of their brands to remain competitive and Mercury was having a harder and harder time defining itself and finding a market. In fact, sales are only about one-fifth the volume that they were 20 years ago. Time to move on.
--M.D.


