Official: Ford will kill Mercury in order to expand Lincoln lineup

Article by Christian A., on August 29, 2010

As expected, Ford officially announced today that it will end production of Mercury vehicles in the fourth quarter of this year in order to expand and enhance its Lincoln brand lineup with seven all-new or significantly refreshed vehicles in the next four years.

It appears that FoMoCo wants to do the same thing it did with the Ford brand during the past few years: tremendous progress on profitably growing.

For those who don't know, the Mercury brand was created as a premium offering to Ford but the increase of the American brand accelerated the migration for many customers.

The Mercury sales dropped significantly! The majority of current are to fleet buyers and customers purchasing through employee, retiree and friends and family discounts.

FoMoCo has a 16% market share in the U.S. and Mercury accounts only 0.8% while Ford brand has increased market share by 2.2 percentage points so far this year.

Due to the poor sales, today there are no stand-alone Mercury dealerships in North America. Ford has notified Mercury dealers of the decision and provided details of a financial package that includes payment in exchange for resigning the franchise.

Regarding Lincoln, the future of this brand is building from a strong base that includes the all-new flagship MKS large sedan, the all-new MKT seven-passenger crossover and a significantly refreshed MKZ mid-size sedan all now in showrooms.

Later this year, the MKZ Hybrid will reach showrooms! Plans for Lincoln include firm's first-ever C-segment vehicle, new powertrains, an all-new V6 engine, EcoBoost engines available in all vehicles and fuel economy leadership with each new vehicle.

Topics: ford, mercury, lincoln, lineup

If you liked the article, share on:

Comments

Recommended

Mitsubishi finally introduces the new Xpander MPV at the 2017 Indonesia International Auto Show in Jakarta Indonesia. Replacing the previous Expander, the new multipurpose vehicle will be mostly sold at...
by - August 16, 2017
Infiniti revealed its retro Prototype 9 race car before its slated debut at 2017 Pebble Beach Concours d'Elegance next week. In a recent press release, the company not only disclosed...
by - August 16, 2017
In the United States, not many automakers offer crossovers with a diesel engine option, but Chevrolet does, with their 2018 Equinox. Those who opt for this engine will get some...
by - August 16, 2017
Here are some things that potential buyers of the Ford F-150 and Ford Expedition could look forward to for the 2018 model year. The 2018 models of the F-150 pickup...
by - August 15, 2017
We first saw the McLaren 720S earlier this year when it made its debut at the Geneva Motor Show, and we all agree that it is a beautiful car. But...
by - August 15, 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