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.
