Mercury Sable Production Ends Thursday

Joshua Duval
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#Ford, #Ford

The Mercury brand continues to shrink as production of its Sable sedan ends Thursday at Ford's Chicago Assembly plant, which will start ramping up production of the 2010 Ford Taurus instead.

Mercury, Ford's mid-luxury lineup, has been suffering from an identity crisis in recent years. Originally conceived to fill the price gap between the Ford and Lincoln brands, it has slowly been cannibalizing sales of both of those brands instead. Although there was speculation that Ford would kill the brand off entirely, the automaker has vehemently denied those rumors and stated that Mercury has a place within Ford.

Despite its claims, Ford is not backing up the statements with actions. After the Sable is gone, Mercury will have only five models, and Ford hasn't announced plans to replace any of them after their current product cycles. Although Ford has said it will give Mercury a small car (currently, its smallest offering is the Milan, a mid-sized sedan), the recessionary carnage the market has suffered may force Ford to shutter Mercury altogether.

Ford sold 1,158 Mercury Sables last month, a decrease of 37.8 percent compared with April 2008. The Mercury brand was down almost 41 percent for April compared with last year, and is down almost 43 percent for the first four months of 2009. The Ford and Lincoln brands are down 40 percent and 35.6 percent, respectively.

The Chicago Assembly Plant, which also produced the Taurus X crossoverthat went out of production in April, also makes the Lincoln MKS.

Source: The Detroit News

KaBoomBOX
Make that "niche brand". Why is it that some posts here can be edited and others can't?
KaBoomBOX
Not really surprised at this. Technically, Lincoln is far more of a "near-luxury" brand than true "Luxury". Ford it's self needs to keep a feeling of quality/value for money to stay alive in this market, and that pretty much squeezes Mercury out of the picture. I'd like to see the marque become a nice brand with perhaps a sports/luxury coupe and sedan, perhaps based on the Australian rear drive Falcon?

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