Exit Poll: Mercury is Dropping

Posted by: Jim Henry on May 5, 2008

Businessweek.com readers so far are voting Mercury off the island, which of course they have effectively been doing for years, when they bought something else.
Accompanying the story, “Which Auto Brands Should Go?” is an online poll. With just over 600 responses so far, the No. 1 choice was Ford Motor Co.’s Mercury brand, with about one-third of the votes. Next was Hummer, the poster child for big, politically incorrect SUVs, followed by a statistical tie for a couple others.
Reader comments are fairly numerous, too. Thanks for the responses.

Reader Comments

Noz

May 5, 2008 8:59 PM

Can't fight those Mercury & Hummer stats. I would toss in (out) Chrysler's rubber-burning gas hog, one of the two big clone PU lines of GM, Pontiac, the Escalade and Avalanche lines, cut the Cad to the quick, and heave out a few Buicks.

Ford keeps the Crown Vic around for the cabs and cops, otherwise 'over the side' with that antique. Better to make the cuts now rather than let these vehicles drag the companies and the nation down further. Even a highly unlikely significant drop in fuel costs is not justification for keeping them around.

Gary Paul

May 12, 2008 6:52 PM

Well thank goodness folks are voting this Mercury dog out of the pound its been in for the last 50 years. Think I am exaggerating about 50 years of nonsense? Take a good look at FoMoCo history and you'll see that top execs at Ford have been indicating a rebirth for Mercury, or a slew of new models, or a different strategy, bla bla bla for DECADES. And yep it goes back before 1960. The fact is that Ford needs to fully revive Lincoln and illustrate to long suffering dealers that Lincoln will offer "gotta have" vehicles to garner support for the death of this division. Dealers are concerned as significant numbers of customers will be lost and they are right--its called $$ walking out the door--but new customers will be gained with a truly rebuilt Lincoln. Thus the death of Mercury must dovetail with the full energizing of Lincoln and Ford needs to communicate this clearly to its dealer body and recocnize their contributions to the success of FoMoCo. Mercury has indeed made some interesting vehicles in the past but Ford and the former Big 3 were competing with themselves then (not tough relentless international competition that have no bones about killing FoMoCo) and could extend the life of these dumb extra divisions for years even when they were mainly duplicates of vehicles in other divisions. Its true there have been winners like the 67-70 Cougars and they will make nice displays in museums or when Cruising. But if FORD is not fixed NOW and is not offering fiercly competative & exciting product in North America (like it does in Europe) you might as well shut the lights out. Go Ford.

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