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The Downfall of Mercury

the downfall of MERCURY The Mercury brand has been around for more than 70 years, but during the last four decades has been pretty indistinguishable from the Ford brand of automobiles. On June 2, 2010, Ford signaled the death knell for its historic Mercury brand. Anyone younger than 5o isn't likely to associate Mercury with anything but their grandparents, and just like all grandparents, the Mercury brand has an interesting story to tell. FORD HAS ALSO SOLD JAGUAR, LAND ROVER AND ASTON MARTIN, AND IS IN THE PROCESS OF GETTING RID OF VOLVO. JAGUAR VOLVO LAND- ROVER GM went through the same process, cutting from 8 brands to 4, and saw a 17% increase in sales in the past year. $$$$$$ 50% DECREASE in brands 17% INCREASE in sales FORD ANNOUNCED THAT THE CONSUMER PROFILES FOR MERCURY BUYERS AND FORD BUYERS WERE INDISTINGUISHABLE. Ford Most Mercury sales are fleet buyers and discount purchases, which further cut into profit margin. 50% of Mercury buyers also consider purchasing the Ford brand, so Ford isn't likely to lose many customers. THERE ARE 1,712 DEALERSHIPS CURRENTLY SELLING MERCURY, BUT NONE SELL MERCURY ALONE. LINCOLN MERCURY A predicted 276 Lincoln-Mercury dealerships will transition to Lincoln dealerships. Others will merge with existing Ford dealerships. MERCURYIS DECLINING SALES YEAR (units sold) 2000 (359,143) 2002 (260,000) 2004 (196,000) 2006 (168,422) 2008 (120,248) 2009 (92,299) In May, 2009, Mercury sold 10,221 units. In May, 2010, Mercury sold 9,128 (down 10.69 %). Total decline since 2000: 74% MERCURY'S TOP-SELLING VEHICLE IS THE MERCURY MILAN, A TWIN OF THE FORD FUSION. Ford Fusion sold 75,000 units Mercury Milan sold 11,800 units MERCURY COUGAR (1999-2002) LAST MERCURY MODELS THAT WERE NOT RE-BADGED • A small, European influenced coupe based on the Ford Contour /Mercury Mystique • 2.5-liter V6 FORD MODELS: • 170-horsepower MERCURY VILLAGER MERCURY CAPRI (1992-2002) (1991-1994) TWO AVAILABLE MODELS: • Joint venture with Nissan, twin of the Quest • Notable for its easy to maneuver rear seats and back cargo area, but not much else • 3.3-liter engine with 170 horsepower • Base: Mazda 1.6-liter, 4 cylinder at 100hp • XR2: turbocharged 1.6-liter at 132hp COOLEST MODERN MERCURY: MERCURY MARAUDER (2003-2004) • Based on the Mercury Grand Marquis • 4.6-liter DOHC V8 • 302 horsepower • Weighed more than 2 tons MERCURY BOBCAT (AKA FORD PINTO) SLOPPY SECONDS (FORD RE-BADGES THAT DIDN'T HELP): • Debuted in Canada in 1974 • U.S. sales began in March, 1975 MERCURY TOPAZ (AKA FORD TEMPO) MERCURY MYSTIQUE (AKA FORD CONTOUR) • 1984-1994 • Marketed as a slightly upscale Tempo • 1995-2000 • Reportedly cost $6 billion to develop MERCURY MONTEGO (AKA FORD 500) MERCURY MONTEREY (AKA FORD FREESTAR) • Used a modified Volvo platform • Offered a high stance, comparable to an SUV • 3.0-liter V6 and 203 horsepower • 2004 to 2007 • 4.2-liter V6 and 201 horsepower • Lacked power and fuel-efficiency CONCEPTS THAT COULD'VE HELPED SALES: MERCURY MESSENGER (2003) MERCURY META ONE (2005) • Touted as the last indication that the Mercury brand had a future • 4.6 liter aluminum V8 • Sleek and modern, an attempt to draw younger buyers to the brand • Introduced at the North American International Auto Show as the first PZEV diesel-hybrid • Twin-turbo-charged V6 diesel engine with an electric motor in a modular hybrid transmission • 91% cleaner than the Tier I emissions standard autoblog by our friends at MANMete.Crooecotin

The Downfall of Mercury

shared by rmmojado on Dec 28
We weren't shocked last week when Ford announced that production of Mercury vehicles would end by the latter part of this year. We were relieved. Most of us on the Autoblog team aren't old enough to r...




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