backtop


Print 94 comment(s) - last by afkrotch.. on Jun 7 at 8:00 PM


Mercury Mountaineer

Mercury Milan Hybrid

Jill Wagner, spokesmodel for Mercury  (Source: The Blemish)
Another American car brand bites the dust

When General Motors and Chrysler were floundering and in desperate need of a lifeline from the American government, Ford was moving forward as a still independent company. Ford Motor Company has made some good decisions over the past few years including offloading its premium brands like Volvo, Land Rover, and Aston Martin.

Ford Motor Company is continuing to trim the fat and transform itself into a lean, mean fighting machine by offloading its long underperforming Mercury division. The Mercury division has long gotten the leftover table scraps from the mainstream Ford brand. The Milan, Mariner, Mountaineer, and Grand Marquis are all thinly veiled rebadges of the Ford Fusion, Escape, Explorer, and Crown Victoria respectively.

“Mercury originally was created as a premium offering to Ford and was an important source of incremental sales,” said Ford in a press release.  “However, the continued strength of the Ford brand – particularly during the past three years – has accelerated the migration from Mercury to Ford for many customers.”

Mercury vehicle sales totaled just 92,299 for all of 2009 compared to 1,445,742 for the Ford brand. Even Lincoln, which caters to a more affluent audience than either Ford or Mercury, managed to move nearly as many vehicles as Mercury with 82,847 vehicles sold.

Ford Motor Company will wind down Mercury production in the coming months and expects to cease all production in the fourth quarter of 2010.

With the laggard Mercury brand now out of the way, Ford Motor Company will now “fully devote its financial, product development, production and marketing, sales and service” to the Ford and Lincoln brands.

For the Lincoln brand, that means the addition of seven all-new or significantly revised models over the next four years. These new vehicles will include a surprising entry from Lincoln, a C-segment vehicle (think Honda Civic, Toyota Corolla).

Lincoln will also likely benefit from hybrid powertrains that Mercury shared with Ford – Mercury currently sells the Milan Hybrid sedan and Mariner Hybrid “cute-ute”. Hybrid powertrains would make a perfect fit for the Fusion-based Lincoln MKZ and the Taurus-based MKS.

Ford Motor Company is also looking to further distance Lincoln from Ford with an exclusive V6 for the brand, more efficient transmissions, adaptive computer-controlled suspensions, and active noise control.

"We have made tremendous progress on profitably growing the Ford brand during the past few years.  Now, it is time to do the same for Lincoln," said Mark Fields, Ford's president of The Americas.  "The new Lincoln vehicles will transform luxury for North American premium customers through an unexpected blend of responsive driving enjoyment and warm, inviting comfort. We will also offer our customers a world-class retail experience through a vibrant retail network."

As for Ford, we've already talked about the new vehicles in its pipeline including the new 2011 Mustang/Mustang GT, 2011 Fiesta, and 2012 Focus, along with Ford's turbocharged EcoBoost engines.

With Mercury out of the way, Ford and Lincoln products can only get better from here on out.



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

By Nfarce on 6/5/2010 2:38:18 PM , Rating: 2
quote:
Subaru was building cars, that's what they were building. The Subaru Sambar was built in 61 and is still being built and sold.


Who cares? How many people even know what that is or have even seen one? How many people in 1961 had ever heard of Subaru?

quote:
Nah, you'd see a 99 Subaru Impreza 22B going for $100,000, if it has low miles today.


Tell ya what! You show me the first Japanese classic from the 1960s or 70s to come on an auto auction and sell for $100k and I'll give you both my Infinity G35 and Nissan Frontier truck. Yeah, I buy and own both American and foreign.

Until then, I'll relish like tens of millions of others in automotive classic history of American cars. We now return you to your fast-n-furious wannabe road trip.


By afkrotch on 6/7/2010 8:00:51 PM , Rating: 2
quote:
Who cares? How many people even know what that is or have even seen one? How many people in 1961 had ever heard of Subaru?


Apparently more ppl care about Subaru than Mercury. They aren't being closed.

quote:
Tell ya what! You show me the first Japanese classic from the 1960s or 70s to come on an auto auction and sell for $100k and I'll give you both my Infinity G35 and Nissan Frontier truck. Yeah, I buy and own both American and foreign.


Datsun Fairlady SPL212. Toyota 2000GT. So, when and where do I need to go pickup my Infiniti G35 and Nissan Frontier?


"It's okay. The scenarios aren't that clear. But it's good looking. [Steve Jobs] does good design, and [the iPad] is absolutely a good example of that." -- Bill Gates on the Apple iPad














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki