Ford kills Mercury, world feigns surprise
Posted: Thu Jun 03, 2010 8:17 amhttp://reviews.cnet.com/8301-13746_7-20 ... eStories.0
Ford Motor Company will be ending production of its Mercury vehicles branch in the fourth quarter of this year in order to refocus its resources on building the Lincoln brand. Seriously, who didn't see this coming?
We've found ourselves openly questioning Mercury's continued existence many times over the past year. The Mercury brand was originally created in 1939 as a premium tier of Ford vehicles. However, as the quality of Ford-badged vehicles has increased and Ford has continued to shine the spotlight on Lincoln as its luxury-brand golden child, Mercury has gradually become irrelevant and, frankly, unexciting. Sure, there have been a few good models during the 2009 and 2010 model years--the Mariner Hybrid and Milan Hybrid spring to mind--but both of those vehicles could be had with similar quality and for less cash with a Ford badge affixed to their noses.
Of course, there is a silver lining for Mercury's ending. Ford intends to redirect the financial, product development, production and marketing, sales and service resources that will be freed up with Mercury's shutdown into the Lincoln brand, which will get a much needed boost toward becoming a brand that can go toe-to-toe with the likes of Lexus, Cadillac, and BMW. Ford also will be adding seven all-new or significantly refreshed vehicles to its Lincoln lineup over the next four years - including the brand's first-ever C-segment vehicle.
Ford Motor Company will continue to honor existing Mercury warranties and extended service plans. Meanwhile, current Mercury owners will still have access to parts and service support at Ford and Lincoln dealers.
Is there a particular Mercury vehicle you will miss or one that you're happy to see gone?
Ford Motor Company will be ending production of its Mercury vehicles branch in the fourth quarter of this year in order to refocus its resources on building the Lincoln brand. Seriously, who didn't see this coming?
We've found ourselves openly questioning Mercury's continued existence many times over the past year. The Mercury brand was originally created in 1939 as a premium tier of Ford vehicles. However, as the quality of Ford-badged vehicles has increased and Ford has continued to shine the spotlight on Lincoln as its luxury-brand golden child, Mercury has gradually become irrelevant and, frankly, unexciting. Sure, there have been a few good models during the 2009 and 2010 model years--the Mariner Hybrid and Milan Hybrid spring to mind--but both of those vehicles could be had with similar quality and for less cash with a Ford badge affixed to their noses.
Of course, there is a silver lining for Mercury's ending. Ford intends to redirect the financial, product development, production and marketing, sales and service resources that will be freed up with Mercury's shutdown into the Lincoln brand, which will get a much needed boost toward becoming a brand that can go toe-to-toe with the likes of Lexus, Cadillac, and BMW. Ford also will be adding seven all-new or significantly refreshed vehicles to its Lincoln lineup over the next four years - including the brand's first-ever C-segment vehicle.
Ford Motor Company will continue to honor existing Mercury warranties and extended service plans. Meanwhile, current Mercury owners will still have access to parts and service support at Ford and Lincoln dealers.
Is there a particular Mercury vehicle you will miss or one that you're happy to see gone?