Is Mercury a Ford brand?
No, Mercury is not a Ford brand. Mercury was an American automobile brand that was owned and operated by Ford Motor Company, but it was discontinued in 2011.
The History of Mercury
Mercury was established by Ford in 1938 as a mid-range brand positioned between the entry-level Ford and the luxury Lincoln brands. The Mercury line of vehicles was designed to appeal to consumers who wanted something more upscale than a Ford but not as expensive as a Lincoln. Over the decades, Mercury produced a variety of sedans, coupes, convertibles, and SUVs.
However, by the early 2000s, Mercury's sales had declined significantly as consumer preferences shifted towards other brands. In 2010, Ford announced that it would be discontinuing the Mercury brand, with the last Mercury vehicles being produced in the 2011 model year.
Why Was Mercury Discontinued?
- Declining Sales: Mercury's sales had been steadily declining for years, with the brand accounting for less than 2% of Ford's total sales by the late 2000s.
- Overlap with Ford and Lincoln: Many of Mercury's models were seen as too similar to Ford or Lincoln models, leading to confusion and cannibalization of sales between the brands.
- Shift in Consumer Preferences: As consumer preferences shifted towards SUVs and crossovers, Mercury's lineup of sedans and coupes became less appealing to buyers.
- Cost-Cutting Measures: Ford's decision to discontinue Mercury was part of a broader effort to streamline its operations and reduce costs during a challenging economic period.
With the discontinuation of Mercury, Ford has focused on strengthening its Ford and Lincoln brands, which continue to be important parts of the company's overall product lineup.
What brands are made by Ford?
Its two primary vehicle brands are Ford and Lincoln. Lincoln is considered to be the luxury arm of Ford.
Why did Ford discontinue Mercury?
The End of the Road for Mercury
The brand's mid-to-upper market pricepoint increasingly overlapped with popular Ford models and Lincoln's luxury-focused options. Stuck between more affordable and luxurious options, demand for Mercury vehicles suffered a gradual and irreversible decline.
What brand is Mercury under?
Until Ford discontinued the brand in 2011, Mercury sat in the middle of the company's lineup—fancier than Ford but not as luxurious as Lincoln. The brand had its heyday from the 1950s through the 1980s, with cars like the Cougar, Monterey, Montclair, and Turnpike Cruiser still commonplace at classic car shows.
Does Mercury belong to Ford?
Mercury was a brand of medium-priced automobiles that was produced by American manufacturer Ford Motor Company between the 1939 and 2011 motor years.
