Mercury name officially disappears from dealerships

Article by Christian A., on January 3, 2011

Today it became official: the Mercury name disappeared from dealerships, marking the end of a once-heralded brand. Jesse Toprak, vice president of industry trends and insight for the auto research website TrueCar said that the Mercury brand has been a redundant brand for Ford for at least the last five years.

Still, for most customers, Mercury vehicles were just cosmetically enhanced Fords. Apparently, the Mercury brand was just a solution for those people who couldn’t afford a Lincoln, but wanted something more than a Ford.

Furthermore, Mercury was designed to be an automobile "for the aspirational class," but it appears that the brand’s models were not different enough from Ford to attract auto buyers in sufficient numbers.

Trough November, Mercury sold only 84,802 units, which means a 57 percent decline from the 195,949 units sold just five years before. Moreover, Mercury sales represented less than 5 percent of Ford's total sales of 1.7 million in 2010.

"Mercury's customer profile, pricing and margins are almost identical to Ford," the company said in a statement, when it decided to eliminate the brand back in June 2010.

So, for those who would like to see again Mercury vehicles in all of their glory, you’ll just have to watch some movies such as "Rebel Without a Cause" (James Dean was behind the wheel of a customized 1949 Mercury) to "On His Majesty's Secret Service," in which James Bond's drove a red 1969 Cougar XR-7 known as the Eliminator. [via DetroitNews]

Topics: mercury, dealer

If you liked the article, share on:

Comments

Recommended

Back in 2013 was when the first hot hatch was released, that was the original A45 by Mercedes-AMG, carrying a hand-built 2.0 liter M133 turbo mill. It was then then...
by - April 27, 2017
BMW dealers have a problem, a good problem. The demand for the 2017 BMW 5 Series is very high, they cannot attend to all the customers. But actually, supplies are...
by - April 27, 2017
After unveiling the next generation Odyssey at the 2017 North American International Auto Show in Detroit, Honda has officially commenced production of the minivan. As planned, Honda is now assembling...
by - April 27, 2017
All is set for the unveiling of the comeback model for Fisker Inc., founded and led by well-known automotive designer Henrik Fisker. For those who are following Fisker’s latest and...
by - April 27, 2017
Numerous images were leaked at the end of last year. While we’re privileged to have received hints about the anticipated BMW M5 F90, it didn’t give us a full and...
by - April 27, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries