Does Ford still own Mercury?
No, Ford no longer owns the Mercury brand. The automaker discontinued the Mercury line in 2011 after over 70 years of production.
The Rise and Fall of Mercury
Mercury was established by Ford in 1938 as a mid-range brand positioned between Ford's mainstream models and the luxury Lincoln line. 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 crossovers and SUVs. Ford decided to discontinue the brand in 2011 as part of a broader restructuring effort to focus on its core Ford and Lincoln nameplates.
Reasons for Mercury's Demise
- Declining sales and market share: Mercury's sales had dropped from over 400,000 units per year in the 1990s to just 92,000 in 2009.
- Overlap with Ford and Lincoln brands: Mercury's positioning between Ford and Lincoln made it difficult to differentiate the brand and justify its existence.
- Shift in consumer preferences: As buyers increasingly favored crossovers and SUVs, Mercury's sedan-heavy lineup became less appealing.
- Lack of investment and new models: Ford had not introduced a new Mercury model since 2005, further eroding the brand's relevance.
In the end, Ford determined that discontinuing Mercury was the best strategic move to streamline its operations and focus on its stronger Ford and Lincoln brands.
Is Mercury still owned by Ford?
Ford completely phased out the Mercury brand in 2011, as the company refocused its marketing and engineering efforts solely on the Ford and Lincoln brands.
Has Mercury been discontinued?
Mercury was a brand of medium-priced automobiles that was produced by American manufacturer Ford Motor Company between the 1939 and 2011 motor years.
Is the Ford family still rich?
Yes, the Ford family is still very rich, largely because they maintain control over Ford Motor Company through a special class of stock that gives them 40% of the company's voting power, as reported by CNBC and Forbes. While individual net worths fluctuate, prominent members like William Clay Ford Jr. have amassed billions, and the family's combined wealth is substantial, making them one of America's wealthiest families, according to MSN and WSAV-TV.
- Family control: The Ford family controls 40% of the voting power of Ford Motor Company through a special Class B stock, which allows them to effectively control the company even with a minority ownership stake, explains this Reddit discussion.
- Wealth sources: The family's wealth is rooted in the Ford Motor Company, founded by Henry Ford, and is also derived from their ownership of the NFL's Detroit Lions.
- Individual net worth: Individual family members have significant wealth. For example, William Clay Ford Jr. has an estimated net worth of around $1 billion, and his mother, Martha Firestone Ford, had a net worth of $1.4 billion in 2019, notes Forbes and lovemoney.com.
- Collective wealth: The family's collective wealth is substantial, with Forbes reporting a combined net worth of $2 billion in 2015 for the family and WSAV-TV reporting a combined net worth of $267 billion in early 2024.
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.
