Ford to Discontinue Mercury Brand

Posted: May 28, 2010 11:06 a.m.

After a 70-year run, Ford will be closing the doors on its Mercury Brand.

According to two people close to the situation, Ford is winding down the Mercury brand for good,” writes Edmunds Inside Line. “With sales down 74% since 2000 and [Ford CEO] Alan Mulally's refusal to grant Mercury exclusive content or features, this news was certainly a matter of when, not if.”

And the cut may happen sooner than later. Bloomberg reports: “The automaker’s top executives are preparing a proposal to kill Mercury to be presented to directors in July, said the people, who asked not to be identified revealing internal discussions.”

Currently, Mercury only offers four models -- with two slated to be discontinued in 2011. Industry analysts expected Mercury to unveil a new vehicle, the 2012 Mercury Tracer, at this year’s New York Auto Show, but it never did.

“We can't say that this news comes as a shocker, as analysts far and wide have been predicting such an event for the last few years, but Ford has repeatedly denied any plans to cancel its interplanetary division when questioned,” says Autoblog. Now the news is all but official.  

Shoppers in the market for a new Mercury vehicle, like the 2010 Mercury Milan or Mountaineer, may want to wait before buying. As the brand begins to wind down, there should be attractive deals and incentives made available.

If you're in the market for a new car, check out the U.S. News rankings of this year's best cars as well as this month's best car deals.