Report: Mercury could have been saved it Ford really wanted to

Yes, the Mercury brand could have been saved if Ford really wanted this! Of course, it was a hard job and would have taken some creativity and effort on the part of Ford Motor Co.’s marketing and design offices but it appears that the easiest decision was to wind down the brand.

According to Automotive News, Ford wants to follow the same path as the Japanese automakers who operate in the united states with two brands and far fewer dealers. But this is not necessarily a model for Ford because this brand has an emotional connection with many Americans that the imports will never have.
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dumpsty - 6/15/2010 11:09:48 AM

+1 Boost

Agreed. The cash it would've taken to put more focus on the Mercury brand wasn't available to Ford....at least not now. It takes a lot of funding, time, & synergies to re-develop an entire brand. in Mercury's case, a brand revival would have been a sure bet ---- to flop. Because it was really a non-descriptive styling exercise for the engineers for so many years & their general buying customers (middle aged to senior citizens) would have to be re-educated about some new-era brand that they're probably not going to like.

Bmw8ter - 6/14/2010 12:41:07 PM

+6 Boost

The only good reason to save Mercury would be for nostalgic purposes. Other than that, they were just a secondary means of hocking Ford products to the public. The brand offered nothing anymore unique than Ford's offerings.

Willis - 6/14/2010 12:53:10 PM

+5 Boost

What would be the point?

Mercury's were always pricier Ford's and these days Ford products are really good and have stepped up the premium cache as well. Mercury, as much heritage as it has, is a brand that isn't needed in this day and age.

With Mercury gone, Ford and Lincoln can be further developed and improved. Keeping Mercury would be a distraction from achieving these improvements.

mini22 - 6/14/2010 1:20:18 PM

+5 Boost

It was the right decision. Rebadging the same vehicle after a while people could see through this. The only way for Ford to make Mercury work would be to offer totally different vehicles then either Ford or Lincoln. The Euopean Mondeo,a coupe say based on the Mondeo,the C-Max and perhaps a convertable based on the coupe version of the Mondeo(Capri). Also they could have done a 4 door based Mustang and used the Meruader name again. Those were all possiblities. But as been said Ford is in too much debt. It would have taken lots of money to make it work. They had to cut their debts. Perhaps they can apply these ideas to Lincoln. Makes more sense and a higher profit margin.

85bmw745i - 6/14/2010 3:29:58 PM

+2 Boost

Exactly Willis. Ford has moved upscale to the point where if they made mercury any more luxurious it would not leave room to differentiate between it and Lincoln. The only way to keep mercury would be to make a a lexus ES/RX/HS competitor and move Lincoln upscale to compete with BMW/Mercedes/Audi and some Cadillacs like the CTS and XLR, and the rear drive Lexus like the IS/GS/LS

DWolff - 6/14/2010 8:12:12 PM

+2 Boost

How about making some exclusive models, not just rebadged Fords with slightly different grilles and lights

LACMAN - 6/15/2010 10:11:49 PM

+1 Boost

Had they done this, we wouldnt be having this conversation...