Ford may say goodbye to Mercury brand
Ford Motor Co. may soon retire its Mercury brand to focus its efforts on Ford and Lincoln brands, U.S. auto industry analysts say.
Ford officials have denied such reports, but industry analyst Aaron Bragman of the economic forecasting firm Global Insight said the Mercury brand has declined in sales and may soon become expendable, the Los Angeles Times reported Saturday.
"Mercury has one more product cycle left in it, and then will almost certainly be retired as a brand," Bragman said.
Former auto executive Jerome York -- who now advises the investment company of billionaire Kirk Kerkorian -- said this week the struggling automaker would benefit from retiring the Mercury brand.
Kerkorian's company owns 4.7 percent of Ford and is eyeing an increased investment in the U.S. auto group.
The Times said U.S. sales of all Mercury models have dropped 23 percent this year -- the largest drop in sales in 2008 for any brand except Hummer and Chrysler.
Auto industry analyst Tom Libby said the drop was likely due to the model's look and cost.
"It's hard to sell a Mercury when it looks just like a Ford that's priced at $4,000 less," Libby said. // Copyright 2007 by United Press International
- Sporting goods: the new Ford Fiesta sportvan
- Ford and UAW reach stock option agreement
- Ford Canada suggests consumer incentives
- The new Ford Mustang gets a more compact look
- Ford stops the production because of high prices
- Ford is threatened to recall 1,7 million mini-wagons
- Ford shows a new coupe Focus for USA markets
- Ford recalls for repairing 650 thousand cars
- Ford Mondeo Titanium X Sport: big sedan and sporty capacity
- Ford may say goodbye to Mercury brand
- Debut at NAIAS: 2008 Nissan Rogue Crossover SUV
- Renault Magnum shifts dimensions in 2008
- NAIAS Debut: 2007 Toyota Tundra CrewMax full-size pickup
- Opel Astra: More powerful and over 13 percent more economical
- Renault Megane F1 Team R26 in Depth
- Opel Corsa OPC world premiere in Geneva
- 2009 Honda Civic lineup receives new exterior styling
- New 2008 Dodge Viper SRT10 at NAIAS
- Volvo XC60 Concept at NAIAS
- Renault Megane Renault Sport dCi debut at Geneva