RIP: After 70 Years Ford Plans To Axe Mercury

I quickly queried 3 people at work, only one could even name a current model and it was a struggle.

Long-overdue move. Utterly forgettable and undesirable cars with the possible exception of some years of the Cougar and Comet/Cyclone (which all had their better Ford equivalents).

Finally!!!!

good move.

wonder why it took them so long

Mercury Who?

JUGNU

When I heard Ronald Reagan passed away, I was surpised because I thought he had already died. Same thing here.

Ford don't need a mid level, the successful formula is 1+1. I mean look at Honda and Acura, Nissan and Infiniti, Toyota and Lexus and now is gonna be Ford and Lincoln. I thing the same thing should happen with GM.

They don't need a mid level brand. Look at GM, they'll do better if the Regal and Lacrosse where Caddies. They are diluting their good cars across too many brands, so none of the brands gets real strong.

Fully loaded chevy's can cost a lot (traverse, malibu, equinox).
As an example, a fully loaded equinox cost as much, if not more, than a base SRX, what's the point of having a "mid-level".

I don't buy this. The best business model is to have one mainstream line of cars and a luxury one.

Well Linoln has been reduced to more a midlevel brand its self simply offering nicer versions of Ford products, and is more Ford's Buick than GM's Cadillac now adays. A far as GM diluting Cadillac with Buick that couldnt be further from the truth Buick and Cadillac still have enough distance to justify having both in the lineup and gives Cadillac room to move further up market by not having to fight at the lower end of the premium segment. Technically the Lacrosse and Regal would compete with the same cars if anything thats where there is overlap but one is more sport and the other more luxury.

I would agree with you bmwdriver, but I don't see caddy moving upmarket anytime soon. They have one exclusive car, the CTS, than what ? that XTS ? I just don't think so. Before thinking going upmarket they have to have have more than one nice mid-size sedan and 3 rebadged SUVs.

Can't believe uaw_lax hasn't made a comment.

But yes- it's about time. The only Mercury anybody remembers is the Cougar and now that name has moved on to describe an older, sexy lady......

Whay would you like for me to say?

Ford has seen GM's success with fewer brands, some how held about the same market share and made a profit at the same time.

Good move, Ford. The '49 Merc, first-gen Cougar and Marauder were all pretty awesome, but that was a long time ago.

in 1997 my parents got me a 1993 mercury cougar ( i was 17)
no joke, it was one of the best cars i ever had, 3 years and nothing but oil changes...

ill miss mercury, but im glad their slow death has finally come.. their designs were garbage and residual was awful.. excellent cheap reliable cars, but just too boring...

Why is this news? Ford said Mercury wasnt getting a Sable version of Taurus, Mountaineer version of the new Explorer, or any of the competitive new small cars coming from Ford.

To me they already announced that Mercury was dead.

Might as well kill Lincoln while they are at it...

What have they got to sell now? The MKS and The MKZ?...What,a Ford Taurus and a Mazda6? With the Cancellation of the Town Car (Crown Vic, etc.) Ford doesn't have a RWD platform to their name..Boring! Cadillac (and Buick)are kicking Lincoln's Ass

Buick is next...

Whatever happened to "mercuryguy" lol? And EL34 for that matter.