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.
