Ford preparing to wind down Mercury (muscle car, auto, Japanese, truck)

[whiteboyslo]

Good first step. Now they need to start beefing up the Lincoln line with some truly unique vehicles (as opposed to just rebadges).

Mike

[Merc63]

Sad to see them go (Mercury is the reason for my user name). the reason they existed in the first place really doesn't exist anymore. Back when they were intorduced, like many other divisions, there was only one car per division, in different trim levels. Not separate models. So you could buy a Ford, in a couple trim levels, a Mercury in a couple trim levels, or a Lincoln. They spanned the range from basic car to mid-level car, to luxury car. In fact, there was enough of a gap inbetween them that Ford had brought out the Edsel to span the gap between Ford and Mercury. (the lower Edsels were rebodied Fords and the top edsels were rebodied Mercuries)

Then manufacturers started making multiple models per nameplate in the '60s, and there was overlap. the mid and higher model Fords were priced above the smaller and mid level Mercuries, even though in each category: compact, mid size, full size, the Mercuries were always a little more formal and had a little more content. But by the end of the '60s, even that distinction had gone away. BUT, they didn't get real competition until the '70s and '80s so it didn't matter until then.

Ford could have kept them relevant by making more of a spread in pricing/content. Moving Mercury to about where Lincoln is now, and putting Lincoln back into the top premium slot, not the ridiculous "near luxury" category they are in now. Like Cadillac, Lincoln shoudl NOT compete on price. neither shoudl be considered a bargain luxury brand that "we have all the stuff for less money." Leave that to the Koreans. Or Mercury.

[wanneroo]

I can't see the point in bothering to keep them going. All the cars are, are Fords with Mercury badges and different grills and headlights. I don't think they will be missed.

[asubram3]

Originally Posted by Merc63

Sad to see them go (Mercury is the reason for my user name). the reason they existed in the first place really doesn't exist anymore. Back when they were intorduced, like many other divisions, there was only one car per division, in different trim levels. Not separate models. So you could buy a Ford, in a couple trim levels, a Mercury in a couple trim levels, or a Lincoln. They spanned the range from basic car to mid-level car, to luxury car. In fact, there was enough of a gap inbetween them that Ford had brought out the Edsel to span the gap between Ford and Mercury. (the lower Edsels were rebodied Fords and the top edsels were rebodied Mercuries)

Then manufacturers started making multiple models per nameplate in the '60s, and there was overlap. the mid and higher model Fords were priced above the smaller and mid level Mercuries, even though in each category: compact, mid size, full size, the Mercuries were always a little more formal and had a little more content. But by the end of the '60s, even that distinction had gone away. BUT, they didn't get real competition until the '70s and '80s so it didn't matter until then.

Ford could have kept them relevant by making more of a spread in pricing/content. Moving Mercury to about where Lincoln is now, and putting Lincoln back into the top premium slot, not the ridiculous "near luxury" category they are in now. Like Cadillac, Lincoln shoudl NOT compete on price. neither shoudl be considered a bargain luxury brand that "we have all the stuff for less money." Leave that to the Koreans. Or Mercury.

Me too! I own a Mercury that I bought last year as my first car! Sad to see them go.

I still think there is room for Mercury. GM has 3 retained car brands, and so can Ford. Make Mercury compete with the near-luxury brands like Buick, Chrysler, Acura (mainly FWD sedans and few crossovers/SUVs), maybe bring back the Cougar as sporty coupe. Lincoln needs to be pushed up higher to compete with Cadillac, Lexus, BMW, Mercedes etc (primarily RWD sedans, luxury SUVs). Would have been nice.

[rbohm]

it is sad to see an icon like mercury going the way of pontiac, oldsmobile, and other brands, but in the end i think it is for the best. mercury has become a rebadged ford, and it would be quite expensive to try and revitalize the brand right now. perhaps when the economy turns around in a few years mercury might make a come back, but i doubt it.

[hoffdano]

My favorite Mercury cars were the Cougar and the (German) Capri. Most everything since has been a completely lame Ford under the covers.

I think Mercury could have been relevent - but it couldn't be with Lincoln deteriorating for so long into an over 60 car. Most Lincolns are what Mercury should be. Lincoln should be the best that Ford can make. Best quality, best performance, best technology. World class. It isn't anywhere close right now.

Ford is five years behind GM when you compare what GM has done to Cadillac to what Ford has done with Lincoln.

So Mercury had to go. This is a business and Ford will lose little by killing it. Those buyers can buy Ford instead.

[elias9193]

Its about time the Big Three change their business model, its old and out dated the average consumer these days are savvy enough to smell a rebadge and will not pay extra for the distinction. Mercury should've been gone years ago Ford needs to stream line their operations and continue to be profitable like they have been lately and they should do good.

[jtur88]

Following in the footsteps of Oldsmobile.

There was a time when Mercury was a Ford with a few luxury and performance standard options, with a price upgrade. Nothing wrong with that principle. A Ford burger with cheese was a Mercury.

Dodge and Plymouth had the same distinction, but Chrysler just switched to making identical cars with different badges and tail light lenses for different dealer networks.

[rbohm]

Originally Posted by jtur88

Dodge and Plymouth had the same distinction, but Chrysler just switched to making identical cars with different badges and tail light lenses for different dealer networks.

in the end they didnt even change those things. remember the neon? both the plymouth and the dodge versions were the same except one said plymouth.

[johnfrisco]

Originally Posted by rbohm

in the end they didnt even change those things. remember the neon? both the plymouth and the dodge versions were the same except one said plymouth.

Yeah I remember, but the Plymouth version was much more reliable......j/k