Ford to kill off Mercury
01 Jun 2010|2,215 views
Ford has been focusing on rebuilding its core brand since current CEO Alan Mulally took charge in 2006, and has since sold off brands in the Ford stable such as Volvo, Jaguar, Land Rover and Aston Martin. The decisions have been credited as helping Ford avoid falling into bankruptcy like its fellow Big 3 Detroit automakers GM and Chrysler.
Sales of Mercury cars have fallen 74 percent over the last decade, and Mercury sold just 92,299 cars last year. Analysts say that Ford deprived Mercury of models and marketing resources because it never wanted to spend too much money on the brand. "The brand has been starved for product. It's no secret that the company just wants to polish the Ford oval and rebuild Lincoln," Lincoln-Mercury dealer Stephen Amabile said.
Ford has been focusing on rebuilding its core brand since current CEO Alan Mulally took charge in 2006, and has since sold off brands in the Ford stable such as Volvo, Jaguar, Land Rover and Aston Martin. The decisions have been credited as helping Ford avoid falling into bankruptcy like its fellow Big 3 Detroit automakers GM and Chrysler.
Sales of Mercury cars have fallen 74 percent over the last decade, and Mercury sold just 92,299 cars last year. Analysts say that Ford deprived Mercury of models and marketing resources because it never wanted to spend too much money on the brand. "The brand has been starved for product. It's no secret that the company just wants to polish the Ford oval and rebuild Lincoln," Lincoln-Mercury dealer Stephen Amabile said.
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