Struggling to recoup the lost glory it enjoyed back in the 70’s, Mercury has become a prime candidate to be the next auto brand to be axed, according to reports from Bloomberg citing two unnamed sources that are familiar with Ford - Mercury’s parent company - and its plans.

When asked, Ford refused to give any indication on whether the reports of Mercury’s demise were more than just birds talking. According to Ford spokesman, Mark Truby, "Our plans regarding Mercury have not changed. Like any good business, we constantly assess our business portfolio. If things change, we will let you know."

Despite the diplomatic response, some folks within the company have said that Bill Ford, the company’s executive chairman, as well as members of the Ford family, have expressed their desire to see Mercury fall by the wayside and join GM’s Pontiac, Saturn, and Hummer brands in the growing list of axed car brands.

The move to kill off Mercury comes as no surprise to a lot of people, especially since the brand, which was golden back in the late seventies, has not made any significant impact in Ford’s global sales over the years, highlighted - or is it lowlighted? - by a paltry 1.9% sales volume of all Ford vehicles all over the world for the first quarter of 2010.


Source: Bloomberg

Kirby Garlitos
Automotive Aftermarket Expert -
Kirby’s first exposure into the world of automobiles happened when he caught Knight Rider on television as a five-year old boy. David Hasselhoff didn’t leave much of an impression on him (that happened later on in Baywatch), but KITT certainly did. To this day, Kirby remains convinced that he will one day own a car with the same ‘spirit’ as the original KITT (not the 2008 monstrosity). He doesn't know when that will be, but until then, he’s committed to expressing his love for KITT, and all cars for that matter, here at TopSpeed.  Read More
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  (806) posted on 06.2.2010

They closed it to give for the new 7 Lincoln vehicles. pretty nasty was it?

  (134) posted on 06.1.2010

Well, I think that would leave the Milan sedan and the Mariner SUV, likely not enough sales to support a separate brand.

  (1332) posted on 05.31.2010

I guess the merrcury doesn’t sell well over the market but does closing the mercury can help anything for the ford to have a higher profit or save some money?

  (42) posted on 05.31.2010

well this sort of makes makes since Ford needs to shed the dead weight. alo though they have some good cars but most of them are based off the Ford modles

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