Should Ford Just Dump Lincoln AND Mercury?

When reading a recent article  an interesting point was brought up by pushrod27: "What is Lincoln, aside from Cadillac's arch-nemesis?" Lincoln has no real image and has a tainted (at best) reputation in the US. Outside of the US it is likely completely unknown. Ford would have an extremely difficult time expanding Lincoln outside the US. A very valid case was made for Ford to kill Lincoln during the PAG (Premium Auto Group) period under Jack Nasser. Ford no longer has the PAG so theoretically Lincoln could aspire to move up market to an Audi like role but lets be honest here how long would they have to put out truely world class products to be considered on the same level, 10, 20 years? Could they even expand the brand until that reputation is established? I can't see Ford spending that long and that much money to gain less than 100k sales a year.

Mercury is the same but with even less cache. People have argued for years that Mercury was a dead brand. Over the last year any Mercury enthusiast that existed (if they exist) should have been on pins an needles expecting the brand to be closed (as was Pontiac and Saturn which had more sales or more potential). Mercury doesn't stand a chance becoming a global brand, now or ever.

So the question is: should Ford dump Lincoln and Mercury and just concentrate on the core Ford brand? Lets hear your opinions.

carguy68 - 1/18/2010 11:25:57 AM

0 Boost

no

LACMAN - 1/18/2010 11:28:42 AM

+1 Boost

Mercury yes, Lincoln not yet...

veyron1001 - 1/18/2010 6:51:26 PM

-1 Boost

Yes as they are the same vehicles with a different badge.

MeanVulcan - 1/18/2010 12:58:31 PM

+1 Boost

Mercury is dead and Lincoln is going downhill. Its taking Cadillac several years with its new edgy design to get to where they are and even then they are not touching the European (or Japanese) sport sedans (sorry, but performance alone on a straight line does not cut it, and placing a brute engine on steroids on the Nurburgring to brake a record is not impressive if it does nopt compare well with cars with similar power... YAWN!).

I believe that Ford has done extremely well in improving its image this past year by not accepting hand-me downs from the government (This will almost certainly bankrupt Chrysler) and relying on its own expertise to improve its product line. Its hybrid technology has certainly caused enthusiasm although I think there is plenty of room to improve on its styling. One big positive is the major redesign of the Taurus which used to be dead bottom cheap and now it is sporty and modern. Way to go Ford.

Bottom line, drop Maercury and Lincoln and develop the Ford label as a single brand that expands the gamut from small entry level economy cars to luxury high end sedans, a la european Mercedes Benz. Over there, MB sells economy and luxury configurations of the same cars. Anyone that has been to Germany will know that you can immediately catch a MB cabby anywhere.

LACMAN - 1/18/2010 1:11:16 PM

+1 Boost

^^^What vehicle is that in your avatar?

LACMAN - 1/18/2010 1:20:49 PM

+3 Boost

Hold on, wait! Did you just say Caddy's performance alone on a straight line does not cut it? You must have been in solitary confinement for the past decade. You followed that statement with, "placing a brute engine on steriods on the Nurburgring to "brake" a record is not impressive if it does not compare well with cars with similar power". What the!?!? Now Im not saying Cadillac as a whole can take on the worlds best but they have certainly showed up to late to the party dressed to impress lately.

thstone - 1/18/2010 5:47:30 PM

0 Boost

Yes to both.

And GM will have to dump Caddy soon too unless it gets its act together and starts selling cars (yes, even 500hp ones) to a market segment that isn't completely comprised of retirees.

Caddy joke: Ever see someone under 50 yrs old driving a Caddy? Its their grandpa's.

hola87 - 1/19/2010 3:04:09 PM

+1 Boost

Ford has always said that Mercury is needed to add the volume for Lincoln Mercury dealers to be profitable. Right now the company is focusing on the Lincoln brand--much higher margins. I expect that several years from now the company will be generating sufficient profit to bring some product to the Mercury line--Cougar and Capri for sure. The profit potential from this division is so great that Ford would be short sighted to bail now.