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.
Who owned Mercury cars?
Ford Motor Company owned the Mercury brand of cars. Established by Edsel Ford in 1938, Mercury served as a medium-priced brand for the company, positioned between the Ford and Lincoln brands. Ford discontinued the brand in 2011.
- Owner: Ford Motor Company.
- Positioning: Mercury cars were generally more premium than Ford models but less luxurious than Lincoln vehicles.
- Timeline: The brand was in operation from 1939 until 2011.
- Historical context: The brand was created to fill a market gap between Ford and Lincoln, competing with other mid-range American cars like Buick and Chrysler.
Why did Ford shut down Mercury?
Ford discontinued the Mercury brand due to declining sales and market share, which was caused by a lack of brand differentiation from Ford models and Ford's decision to focus resources on its core Ford and Lincoln brands. The brand had a market share of less than one percent by 2010.
- Declining sales: Sales had been steadily dropping, with only about 93,000 Mercury models sold in 2009, a significant drop from its peak. By 2010, the brand represented less than one percent of the total American car market.
- Lack of differentiation: For much of its history, Mercury vehicles were criticized for being too similar to Ford models, often appearing as "rebadged Fords" with only minor trim differences. This blurred the line between the brands, confusing consumers and hindering the brand's ability to justify a higher price point.
- Strategic focus: To cut costs and increase efficiency, Ford decided to concentrate its efforts on the Ford and Lincoln brands. The company aimed to expand the Lincoln brand as a luxury offering. Discontinuing Mercury eliminated the administrative burden of managing the brand and allowed Ford to reallocate resources to its more profitable and strategically important models.
What brands does Ford own?
Ford currently owns the Ford and Lincoln brands. It also markets auto parts under the Motorcraft brand name. Ford used to own other brands like Mercury, Edsel, and Volvo (prior to 2010), but it no longer does.
- Ford: The company's primary automotive brand, known for models like the F-150 and Mustang.
- Lincoln: Ford's luxury automotive brand, which it has owned since 1922.
- Motorcraft: The brand under which Ford markets its auto parts.
Former brands that Ford no longer owns:
- Troller: Ford previously owned the Brazilian off-road vehicle manufacturer Troller, which was sold in 2021.
- Mercury: The Mercury brand was discontinued in 2010.
- Volvo: Ford sold its controlling interest in Volvo Cars in 2010.
- Mazda: Ford sold most of its stake in Mazda by 2015 and is no longer a part owner.
Is Mercury owned by Ford?
Yes, Ford Motor Company formerly owned the Mercury brand, which was produced from 1939 until it was discontinued in 2011. Mercury was positioned as a premium brand, sitting between the more mainstream Ford and the luxury Lincoln brands. Ford has since refocused its efforts on the Ford and Lincoln brands.
- Ownership: Ford created and owned the Mercury brand for its entire existence.
- Brand positioning: Mercury was intended to be a step up from Ford, offering more features and a more upscale feel, but was priced lower than Lincoln.
- Discontinuation: In 2011, Ford ended the Mercury brand to concentrate on the Ford and Lincoln brands.
- Legacy: While no new Mercury vehicles are being made, the brand remains a part of automotive history.
