Ford officially axes Mercury brand to focus on Lincoln |

Another car brand goes the way of the dodo, following companies like Saturn, Pontiac or Hummer.

This time, it seems the rumors were true, as Ford has officially announced that it will be shutting down its Mercury brand, in order to focus on the upmarket Lincoln.

While the news shocked some people, many car fans were expecting it, seeing as how Mercury was left to die with few new models, and all of them being rebadged Ford ones. Existing warranties and repairs will be upheld by Ford representatives. Current Lincoln Mercury dealerships will be helped to transition into selling the single remaining brand.

According to the Blue Oval, the production of existing Mercury models, like the Milan, Mountaineer, Grand Marquis or the Mariner will end in the last quarter of 2010.

The company will now focus on building its Lincoln range, in order to really go against luxury brands like Cadillac or Lexus in the US market. In doing so, it will release seven all-new or refreshed models in the next four years, including the first C segment vehicle (probably based on the 2012 Ford Focus).

The popular EcoBoost lineup of turbocharged engines will also be offered across the Lincoln range, in order to highlight its greener credentials, as opposed to its rivals.

Overall, this is a sad time for the remaining Mercury fans, but we’re pretty sure not a lot of tears will be shed over the demise of the brand. Do you think the company still had a shot or did Ford do the right thing? Share your thoughts below.

Source: Ford

Post tags : Ford, Lincoln, luxury, mercury