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Position: Auto Articles - [Auto News] - Will Mercury brand dissappear?
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Will Mercury brand dissappear?
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It is something new that Ford鈥檚 Mercury brand is slowing melting away into dark, mostly due to an ageing fleet, bad sales and lack of marketing image- for almost an year now this news has been on everybody鈥檚 lips: will the Blue Oval鈥檚 middle brand vanish into the unknown? What shall further happen to it? On the other hand, Ford is quite optimistic that the brand will survive, but fails to mention on what means or what will be its future. At Chicago Auto Show, Jim Farley, vice president of FoMoCo, commented that 鈥渋ts role is changing, but we鈥檙e not going to compromise Mercury. No doubt Lincoln and polishing up the Blue Oval is absolutely our priority.鈥�
It is obviuos for everyone that Ford鈥檚 priority right now is Lincoln, especially if we compare the sales results last year, when Lincoln鈥檚 sales grew with 9.1%, while the sales for Mercury declined with 6.9%. CEO Allan Mulally commented that while Ford is commited to Mercury, the company is studying exactly 鈥渨hat we want to do with all our brands.鈥�, according to Bloomberg News magazine.
There are experts who say that Mercury is actually something like a 鈥榝ranchise on life support鈥� and believe that the brand could face the axe within four years, main reason being considered that Mercury cars have simply been rebadged Ford models for too long. Ford will not be the first one in industry to do this, as Chysler has already announced that there are serious plans for removing its badge-engineered vehicles. Taking into consideration that the average car sales a month is eight, we can almost expect it for sure that the Mercury brand will be another automotive name of the past years.
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