Does Ford own Mercury?
No, Ford does not currently own the Mercury brand. Mercury was a division of Ford Motor Company that was discontinued in 2011 after over 70 years of operation.
The Rise and Fall of Mercury
Mercury was established by Ford in 1938 as a mid-range brand positioned between the entry-level Ford and the luxury Lincoln. For decades, Mercury offered a lineup of sedans, coupes, and station wagons that were slightly more upscale than their Ford counterparts. Some popular Mercury models over the years included the Cougar, Marquis, Mountaineer, and Grand Marquis.
However, by the late 2000s, Mercury's sales had declined significantly as consumer preferences shifted towards SUVs and crossovers. Ford decided to discontinue the brand in 2011, with the last Mercury vehicles rolling off the assembly line that year.
Why Did Ford Discontinue Mercury?
- Declining sales and market share: Mercury's sales had dropped from over 500,000 units per year in the 1990s to just over 92,000 in 2009.
- Overlap with Ford and Lincoln brands: With the rise of more premium Ford models, there was less of a distinct identity and market positioning for Mercury.
- Shift in consumer preferences: As SUVs and crossovers became more popular, Mercury's sedan-heavy lineup became less appealing to many buyers.
- Cost-cutting measures: Discontinuing the Mercury brand allowed Ford to streamline its operations and focus resources on its core Ford and Lincoln brands.li>
So in summary, while Mercury was once a successful mid-range brand within the Ford Motor Company, declining sales and a shifting automotive market ultimately led to its discontinuation in 2011. Ford now focuses solely on its Ford and Lincoln brands.
