The Mercury brand will die a slow death, according to an Automotive News report that cited two sources. Ford Motor Co. supposedly wants to eliminate the 71-year-old brand in a manner that will be disclosed in detail to the board of directors in July.
The sources say that Ford is no longer able to defend the cost of supporting Mercury in view of the brand’s declining volume. Of course, Ford didn’t come up with this plan overnight. In fact, Ford has been planning Mercury’s departure for years. Decades ago, Lincoln dealers were urged to include Mercury franchises so that they can have the volume required to survive
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