Michigan Lincoln Dealers May Be Losing a Friend: Michigan Mercury Dealers Getting the Boot?
When it comes to Ford’s forthrightness about the ingenuity and longevity of its Mercury Brand, much is left to be desired. Though Mercury’s numbers experienced a bump in February’s sales figures released by Ford, the survival of the brand seems ominous.
Auto experts and car enthusiasts were citing multiple indications that Michigan Mercury Dealers may be saying goodbye to the mama bear—not too hot, not too cold—of Ford’s family of three.
Since no one from Ford has outright admitted they’re letting Mercury wither away into oblivion, there are only hints, obvious as they may be, of Mercury’s eventual demise. What that means for Michigan Lincoln dealers is unknown, but it may mean more focus on reinvigorating that brand’s status in the industry.
Car models continue to be eliminated
So long Sable, Villager and Mystique. The Grand Marque is making a not-so-grand exit, according to wardsauto.com. And long ago we said bye-bye Cougar. The only recently released innovation can hardly be called a new product but more appropriately an addition to a pre-existing model. Tack one on for the Milan and Moutaineer hybrid versions.
Take one look at Mercury’s website and it’s clear there are holes in Mercury’s product line with its fantastic four (Milan, Mariner, Mountaineer, Grand Marquis) looking more like easy targets or sitting ducks waiting to be picked off. Case in point, Michigan Mercury Dealers may be losing the Grand Marquis very soon.
Completely new model promised, but yet to be seen in Michigan Mercury Dealers
Even though the Mercury brand continues to dwindle in model options, Ford executives remain stalwart in their plans to launch a new small-car model by early 2011 or 2012. At the National Automobile Dealers Association convention held February 13-15, in Orlando, Florida, Ford President of the Americas Mark Fields announced to dealers Ford will be stopping its long trend of downsizing the Mercury brand and instead adding a small-size model to the ill-fated product line.
Even so, Fields made it clear that Ford’s motivations behind the Lincoln-Mercury relationship have changed, and indicated Michigan Lincoln dealers will be getting the greater amount of focus. In a quote obtained by wardsdealer.com, Fields says, “It used to be that Mercury was the volume piece of Lincoln-Mercury.
“We’ve decided Lincoln will be that now. Our focus is to winnow down the Mercury lineup, concentrating on the Mariner, Milan and a C-based product.”
Whether or not Ford can come through on the promise to deliver a new small-car model that sells and actually save the brand remains to be seen. What’s on the line is the livelihood of Michigan Mercury Dealers.
Ford may deny it but Mercury Michigan Dealers could soon see the writing on the wall. MI Auto Times will continue to follow the demise of Mercury and how Michigan Lincoln dealers will be affected if Mercury gets the pink slip.
We’d love to hear more from our Detroit MI readers and get their opinions on how Ford’s decisions about Mercury will affect local Mercury Michigan Dealers. What do you think will happen to Michigan Lincoln dealers?
Let us know what you think and post your comments below.
Got a hot tip? Send your news tips to news@miautotimes.com
[Sources: wardsdealer.com, automotive.com, jalopnik.com, detnews.com]
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