Detroit, Michigan – Ford announced it will end production of Mercury vehicles in the fourth quarter of this year to fully devote resources toward further growing its core Ford brand and enhancing the Lincoln brand.
Established in 1939, Mercury was the brainchild of Edsel Ford, son of Henry Ford, who felt the company needed a premium brand positioned between Ford and Lincoln. Some of the more famous Mercurys were the Turnpike Cruiser, Cougar, Park Lane and Grand Marquis.
The Mercury brand was discontinued in Canada in 1999, except for the Grand Marquis which carried on until 2007. In the U.S., Mercury accounts for 0.8 per cent of Ford’s 16 per cent market share and the majority of current Mercury sales are to fleet buyers and customers purchasing through employee, retiree and friends and family discounts, which Ford anticipates can be satisfied largely by Ford brand vehicles.
Current Mercury vehicles are all restyled versions of Ford vehicles, including the Mercury Milan (Ford Fusion), Mercury Mariner (Ford Escape), Mercury Mountaineer (Ford Explorer) and Mercury Grand Marquis (Ford Crown Victoria).
Ford says its strengthening financial position – including the return to profitability and positive cash flow – allows the company to absorb short-term costs associated with the discontinuation of Mercury and to consolidate future product investments into Lincoln.
Ford will work closely with Mercury dealers and customers in the U.S. during the transition, including providing existing Mercury owners with continued access to parts and service support at Ford and Lincoln dealers and by honouring current warranties, including Ford’s Extended Service Plans.
“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 Mark Fields, Ford’s president of The Americas. “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.”