If you didn’t already think Mercury was dead—the brand has been languishing for many years now—Ford has finally given it the official ax. The brand holds just 0.8 percent of U.S. market share, according to company spokespeople, and the Ford brand has grown its own market share already this year by over twice what Merc holds annually.

To the many previous claims by Ford that Mercury wasn’t going to be killed, the company maintains that the decision was not planned and discussions about Mercury’s demise only began this past week. We remain skeptical; one week seems like an awfully short time in which to decide to kill a 70-year-old brand, and the total lack of new product for Mercury in recent years suggests few people were planning its future.

Ford plans to begin offering special incentives this summer to clear out inventory and says it will end Mercury production in the fourth quarter of 2010. Compared to the quagmire GM has discovered can be created when closing a brand and abandoning franchises, Ford should have a relatively easy time of it. Of all 1712 Mercury dealers extant, not one is a standalone store. Ford and Lincoln dealers will of course continue to service Mercury vehicles and honor warranties on them.

Lincoln to Benefit

With Mercury still warm and in transit to the morgue, Ford has already announced its plans for Lincoln to more directly compete with Cadillac and Lexus (another hint that the demise of Mercury was no quick decision). Company resources are being reshuffled to expand the Lincoln line with “seven all-new or significantly refreshed vehicles in the next four years.”

In a move sure to appease dealers losing the Mercury line, Lincoln will gain is own C-segment offering based on the upcoming Ford Focus’s new global platform. The C-segment car will offer an EcoBoost powertrain, as will all other Lincolns within the next four years, including the Navigator. An all-new V-6 is in development and will be specific to Lincoln.

Derrick Kuzak, vice president of global product development, says that future Lincolns will not simply be badge-engineered Fords, but will be designed and “engineered to be Lincoln,” with unique Lincoln-specific technology and features. We aren’t exactly sure “engineered to be Lincoln” is quite an ambitious-enough goal, but Lincoln says its new focus is to provide, “engaging dynamics and a warm inviting cabin.” A warm cabin it’s on the way to achieving, but to accomplish engaging dynamics, Lincoln certainly has a lot of ground to make up. Without the dead weight of Mercury burdening the company, it will at least have more resources to devote to the cause.

Source (article): CARANDDRIVER

Source (picture): MSNBC.MSN

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