Why Did Ford Discontinue Mercury?
The Mercury brand, a division of Ford Motor Company, produced and sold cars from 1938 to 2011. Although the company earned a loyal fan base with its luxury models and classic design elements, economic pressures combined with consumer trends ultimately forced the company to discontinue production in 2011. Here we explore the reasons why Ford had no choice but to terminate the Mercury brand.
Why dont they make Mercury cars anymore?
However, Mercury went out of business because of poor sales, and the popular Grand Marquis couldn't save it. By the late 2000s, Mercury wasn't selling enough cars. So Ford announced that when the last model rolled off production line in January 2011, so would the brand.
An Unfavorable Market Environment
The automotive industry suffered a dramatic downturn at the start of the 21st century, when high gas prices and economic uncertainty caused consumers to become much more selective in their purchases. These factors had a particularly strong impact on carmakers that specialized in midsize luxury vehicles, including Mercury. Ford Motor Company saw a dramatic decline in sales for the brand between 2000 and 2010, forcing it to take drastic action.
Competition from Other Ford Models
Ford's other models—especially the Focus, Fusion, and Taurus—were also available in mid-luxury trims that competed directly with Mercury's offerings. This made it difficult for Mercury to stay relevant in the market, as Ford was essentially cannibalizing its own sales.
The Rising Popularity of Crossovers and SUVs
In the late 2000s, crossover vehicles had become increasingly popular with consumers. These models offered more interior space than sedans and midsize cars, making them a desirable alternative for drivers who wanted a comfortable but still stylish ride. Of course, Mercury had no crossovers in its lineup, further limiting its appeal to modern buyers.
Was Mercury nicer than Ford?
Mercury cars were created to be the mid-level luxury option for Ford customers and, for over 50 years, were some of the best cars available in the US. In fact, many Mercury vehicles from the 1950s to 1970s outperformed similar models from Ford and Chevrolet.
By the end of 2010, it had become clear that Ford Motor Company could no longer sustain its Mercury brand. The company was forced to make the difficult decision to terminate production in 2011 and focus on other lines of business. This marked an end to a long and storied history, but it also allowed Ford to focus on more successful models and remain competitive in a difficult market.