Ford to kill off Mercury

Ford is said to be preparing a proposal to shut down the Mercury brand by the end of the year, after years of flagging sales and a diminishing product line, with just four vehicles currently, and two models set to be discontinued next year. Ford remained tight-lipped about the decision though, with Ford spokesman Mark Truby saying, "Our plans regarding Mercury have not changed. Like any good business, we constantly assess our business portfolio. If things change, we will let you know."

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.