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The Downfall Of Mercury
Topic Started: Oct 21 2017, 09:57 PM (77 Views)
Project2017
Nickel
To people who know Ford vehicles very well, anyone remember Mercury? The luxury automaker that tried to fight with Chrysler, Buick, and the defunct Oldsmobile? There are reasons why Mercury went out by early 2011...

1. Sales decline (by the time the 2000's hit, Mercury had no real stand-out product, as they were all Fords under the skin; dealers began to take off the Mercury name, keeping Ford and Lincoln-just because the Grand Marquis and Sable made a boatload of cash, it wasn't really enough to keep the brand going)

2. Marketing tactics changed (Mercury became a name associated with guys age 60 and up-but nobody cared)

3. Badge-engineering got in the way (this was the real reason why the brand faded away, the last survivors were all rebadged Fords-Grand Marquis to Crown Vic, Sable to Taurus, Mountaineer to Explorer, Mariner to Escape, Milan to Fusion, even Monterey to Freestar)

4. They couldn't afford proper vehicle replacements (the Monterey left due to the minivan market dying, but Mercury chose not to make a version of the Ford Flex; Mercury quit compact cars because they would be too expensive compared to Ford; the Cougar was their final stand-out product).


That's all I know. Back in the 80's, they had a brand called Merkur, but that lasted until 1989 due to regulations changing and poor sales.
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