New reports are circulating that suggest Ford executives are on the verge of winding down the Mercury brand. The company that has existing for 71 years has over time become a mere clone of Ford-branded products and lacks an identity of its own, which is why the brand’s future is uncertain.
Mercury’s sales volume has been on the decline in recent years. As a result, many executives are running out of excuses to justify continuing support for the brand. Unfortunately, even with dismal sales, dissolving a brand is no simple feat.
“Understand, when you kill a brand, dealers sue and win big settlements (unless you go bankrupt),” said Jerry Flint of Forbes.com “But you can get away with it if you starve the brand and then say there’s just no business left.”
Some reports suggest that Ford has been planning the demise of the Mercury brand for years, which explains the lack of unique products and identity. As fresh new Ford models arrive, Mercury products like the Grand Marquis and Mountaineer SUV will soon meet there demise, which will ultimately provide little left for the brand to salvage.
* * *
Read more Mercury news on this blog. Subscribe now.