When did Ford sell Mercury?
Ford Motor Company announced the discontinuation of its Mercury brand in 2010, with the last Mercury vehicles being produced in the fourth quarter of that year. The decision to end the Mercury line was part of Ford's broader restructuring efforts during the late 2000s economic downturn.
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 lines. For decades, Mercury offered a range 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 Sable.
However, by the late 2000s, Mercury's sales had declined significantly, and the brand was struggling to differentiate itself in the crowded automotive market. Ford decided to focus its resources on the Ford and Lincoln brands, leading to the decision to discontinue Mercury.
Reasons for Discontinuing Mercury
- 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 Mercury models were seen as too similar to their Ford or Lincoln counterparts, making it difficult to justify the brand's existence.
- Restructuring Efforts: Ford's decision to discontinue Mercury was part of a broader restructuring plan to streamline its operations and focus on its core brands during the economic downturn.li>
The discontinuation of Mercury marked the end of a brand that had been a part of Ford's lineup for over 70 years. While the decision was difficult, it was seen as a necessary step to help Ford become a more focused and efficient automaker.
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.
Is Mercury still owned by Ford?
Yes, Ford Motor Company previously owned the Mercury brand, but it was discontinued in 2011. Ford phased out the brand to focus on its Ford and Lincoln models.
- Ownership history: Ford established Mercury in 1938 to sit between its main Ford line and its luxury Lincoln brand.
- Reason for discontinuation: Sales declined, and Ford decided to discontinue the brand to concentrate on the growth of the Ford and Lincoln brands.
- End of production: The last Mercury vehicle, a Grand Marquis, was produced in January 2011.
When did Mazda leave Ford?
Mazda and Ford's formal alliance ended in 2015 when Ford sold its final shares in Mazda, though Ford began offloading its stake after the 2008 recession. The companies had a significant partnership that lasted for decades, beginning in 1979 and culminating with Ford as a controlling shareholder from 1996.
- 1979: The partnership began with Ford acquiring a 7% stake in Mazda.
- 1996: Ford increased its ownership to become the controlling shareholder, holding a 33.4% stake.
- 2008: Following the global financial crisis, Ford began selling off its shares due to financial struggles.
- 2015: Ford sold its remaining shares in Mazda, officially ending the alliance and leaving Mazda as an independent company.
What is the oldest car brand that still exists?
The oldest car brand that still exists is Peugeot, founded in 1810. While it began as a steel foundry and later produced bicycles, it built its first steam-powered automobile in 1889, making it the oldest manufacturer still in operation today.
- Peugeot: Established in 1810, the French company began making cars in the 1880s.
- Other old brands:
- Tatra: Founded in 1850, the Czech company now primarily makes trucks.
- Opel: Founded in 1862, this German brand started with sewing machines and bicycles.
- Mercedes-Benz: Founded in 1883, though it is credited with the first gasoline-powered automobile in 1886.
- Škoda Auto: Founded in 1895, this Czech company originally made bicycles.
