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

McLaren has already shown some interest in electrifying their models. And initially, we thought that they will just use hybrid systems to use across their current lineup. Nevertheless, we have...
by - August 19, 2017
Fifty years after its glorious victory at the 24 Hours of Le Mans, Ford launches the 2018 Ford GT ’67 Heritage Edition at the 2017 Monterey Car Week. The red...
by - August 18, 2017
Hyundai has recently unveiled an unnamed pre-production model of its new fuel cell SUV. We don’t know what to call this model just yet, but sources say that this model...
by - August 18, 2017
This weekend at the 2017 Pebble Beach Concours d’Elegance, the BMW Z4 Concept will make its first public appearance. The good news is that we will finally have a real...
by - August 18, 2017
While Honda’s new 2018 HR-V will be rolling out at the dealerships with just a few updates, the company is certainly not giving up its spot as the best-selling vehicle...
by - August 18, 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