Official: Ford Drops The Mercury Brand

Following the sale of Volvo Cars, the Ford Motor Company has decided that they will terminate their Mercury division during the fourth-quarter of 2010. The Mercury brand is facing declining sales, and it currently holds a 0.8 percent market share in the United States.

Most vehicles from Mercury are re-badged Fords, and many suggested that Ford should take General Motor’s-Buick approach where they recreate and enhance various models. According to Ford, this is not an option as Ford would like to enhance their line-up with European-like creations.

Ford admitted that most sales came through employee specials such as friends, retired and family discounts.

FoMoCo said that they would honour all service plans, and all part needs.

“We are 100 percent committed to supporting Mercury owners through Ford and Lincoln dealerships and working hard to keep them as valued customers in the future,” said Ford President, Mark Fields.

“At the same time, we will work closely with our dealers to phase out Mercury franchises and continue to build a healthy, growing Lincoln with strong new products and a profitable dealer network that delivers a world-class customer experience.”

Mercury is 71 years old, and it’s time to say good-bye.