Is Mercury on the Chopping Block?

Reports have been surfacing for years - regarding the life span of the Mercury brand, which was launched in the late thirties. It is expected that the brand, which was suppose to be a stepping stone for those who couldn't afford a Lincoln, but wanted a little more flair than a Ford will be closing its doors soon. For those who follow the industry closely, this comes as no surprise. Over the past few years, its been difficult to distinguish a Ford from a Mercury, besides just a few cosmetic changes. Even the option packages are virtually the same.

With only four brands currently in the Mercury line up, Ford Motor Co., the parent company, hasn't  officially confirmed which brands will be renewed. However, we do know that the rear-wheel drive Marquis will bite the dust next year along with Ford's Crown Vic. And, Ford plans on switching the platform of popular Ford Explorer from a truck-base to a car-base. As of now, there are no plans to convert its Mercury sister, the Mountaineer to the same platform. In our eyes this means, the vehicle will be leaving the brand, too.

Furthermore, when the stylish 2010 Ford Taurus hit the market last year, there wasn't a Sable in the Mercury line up to compliment the brand. This should have been a sign that the brand was on its last leg.

With that being said, this leaves Mercury with two duplicate Ford vehicles: a Milan (and Milan hybrid), and a Mariner (and Mariner  hybrid). There is just no way a brand can survive off two vehicles. Just like GM decided to eliminate duplicate brands recently by closing the Saturn and Pontiac brands. Its highly unlikely Ford Motor Co. will hold on to this brand.

Ironically, Mercury's U.S. sales hit its ceiling in 1978 at 579,498, when it had the slogan “The Sign of the Cat.” Deliveries bottomed out at 92,299 last year, according to Automotive News. The last stand-out design Mercury made were decades ago - when the Cougar was around - which complimented the Thunderbird in the seventies. So, if you're looking for a good deal soon, it may be time to look at a Mercury, since Ford will more than likely be offering deep discounts to wind down the brand.