Like GM, Ford Motor Company is continuing to shrink its brand portfolio. Following the recent sale of Volvo Cars to China's Geely, with which it completed the dismantling of the premium group that once included Aston Martin, Jaguar and Land Rover, the Deaborn automaker made it official today that it will terminate the Mercury division in the fourth quarter of this year.
Given Mercury's declining sales over the years (the brand holds a pitiful 0.8 percent market share in the U.S. - overall Ford has 16%) and the fact that its entire lineup comprises of re-grilled / re-badged Ford models, the announcement was no surprise.
Some had suggested in the past that Mercury should do what GM is doing with Buick - enhance its U.S. lineup with Ford's European models, but apparently that role is partially going to Ford with the new Euro-style Fiesta and Focus cars.
Ford admitted that the majority of current Mercury sales are to fleet buyers and customers purchasing through employee, retiree and friends and family discounts, which the company anticipates can be satisfied by Ford brand vehicles.
The National Highway Traffic Safety Administration (NHTSA) has opened a formal investigation into the 2010MY Ford Fusion and Mercury Milan models to examine allegations about pedals becoming trapped in the depressed position by unsecured floor mats.
The news agency said that Ford Motor Co executives could ask the automaker's board of directors as early as July to green-lit the (eventual) axing of the Mercury brand.
Instead of buying a real '50s classic (the actual car was at a Mecum auction last year), CarDesign says something more "suitable" for the Russian condition needed to be crafted.
R.A.D. is using steel for the space frame and fiberglass for the body panels, building a funky four-seater that will go like stink and possibly even have roof-mounted aerodynamic luggage carriers.
