The Ford Mercury might be a thing of the past. Bloomberg is reporting that Ford Motor Co. is instituting a plan to shut down the Mercury product line. According to two anonymous sources with familiarity with the discussions, plans to shutter the entry-level luxury car line will be presented by Ford’s top executives to its Board of Directors in July.
The line has been in decline for several years as it has been particularly hard hit by the economic downturn. Sales of Mercury cars have plummeted 74 percent since 2000. Ford recently discontinued the Mercury Sable product line and will also stop production before next year on the Mercury Mountaineer SUV and Grand Marquis lines, leaving the company with just the Mercury Milan and Mercury Mariner SUV next year.
According to John Wolkonowicz, an auto analyst with IHS Global Insight, Mercury had become a “forgotten brand” within Ford, particularly after the company decided to stop giving Mercury exclusive components and technology. This eventually made them too similar to the lower-priced Ford models and ultimately ignored by car buyers.
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