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OT Mercury cars follow Pontiac

Wynn

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'It's time:' Ford to close Mercury by year's end - Drive On: A conversation about the cars and trucks we drive - USATODAY.com


Ford announced it is closing the Mercury brand, wrapping up production by the end of the fourth quarter this year.

1941 to 1958 Mercury brand logo. (06/02/2010)
Ford Motor via WieckMark Fields, Ford's president of the Americas, said the company came to the conclusion after going through its annual business review. While the Ford brand has been gaining market share steadily, Mercury's has been falling. The company was selling most Mercury vehicles -- there are only four models for sale these days -- through employee, retiree, or other discount programs.

"It's time," Fields said at a press conference Wednesday. He added:

"This allows us to take 100% of our resources to focus on continuing to grow the Ford brand" and to improve the Lincoln lineup.

The automaker says it will roll out seven all-new or significantly refreshed Lincoln vehicles in the next four years, lining the brand up to compete more effectively with Cadillac and Lexus.

There are no standalone Mercury dealers -- all 1,712 Mercury dealers are paired with other Ford franchises. There are 276 dealerships that have just the Lincoln and Mercury brands. Ford says in markets where there isn't enough demand for just a Lincoln dealership, the automaker will help the dealers either pair with a Ford dealership or buy them out.
 

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