Ford says goodbye to the legendary Mercury

Mercury becomes history

In brief: Mercury is no longer interested in the American automobile manufacturer Ford. Great brand becomes history.

Concern can get rid of one more passenger brand – brand Mercury – before the end of this year. The proposal to collapse of sales of cars under this brand will be considered at a board meeting Ford in July. Experts say the decision to close the brand Mercury can indeed be made in a short time – the demand for cars of this brand from its peak in 1978 fell five times: from 579 up to 92 thousand cars (in 2009). Last year, the brand Mercury occupied only 0.9 percent share of the North American market.

“Mercury – a forgotten brand – an analyst at IHS Global Insight Agency John Volkonovich. – Many Americans already think that this brand no longer exists. In addition, Mercury cars were too similar to the” Ford “has since its inception.” Other experts believe that the Mercury brand is doomed because, in recent years it has not been a really interesting products, as well as Ford focused on developing its own model range and a line of premium vehicles Lincoln. This view is confirmed by the stats – the main decline in sales at Mercury was detected in the period from 2005 to 2009. Meanwhile, the Mercury brand was founded by the son of Henry Ford during the Great Depression in 1939, just as an intermediary between the available Ford and more expensive “Lincoln.” Now, this brand Oldest buyers of all brands of concern Ford. “The average age of buyers model Grand Marquis – 70 years – said Volkonovich. – In fact, this generation of the Great Depression, and they are the only ones who will miss the brand Mercury”. Ford Motor methodically rid of unprofitable premium brands over the past few years. In 2008, Ford parted with a group of Jaguar – Land Rover, and this year, Volvo sold the brand to the Chinese. This strategy proved effective: Ford Motor Company the only “Big Three” U.S. automobile giants did not use state aid during the recent financial crisis, and only escaped a formal bankruptcy procedure. Furthermore, in the first quarter of 2010 Ford earned a profit of $ 2.1 billion.

Anrey Torbinski
2010-05-30 11:22, Economics.

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