The future of Mercury, one of Ford’s subsidiary brands, is once again in question. The Lincoln Mercury National Dealer Counsel has already started prying at Ford for details about the brand’s future. Ford and the Lincoln Mercury National Dealer Council are meeting in September to discuss the issue, but so far Mercury’s future looks grim. The only additions to the Mercury product line are a hybrid Milan, and a refresh to the gasoline powered version. The lack of product planning has analyst Jim Hossack predicting that Ford is not planning to kill Mercury, but rather “let it die”.

Over the last two years, Mercury’s sales have declined over 30%. Billionaire investor Kirk Kerkorian’s chief adviser has previously stated that Ford should drop Mercury and streamline Ford itself. Ford has yet to release any further information on the matter, but a spokesman said earlier that Ford has “been investing, and continues to invest, in new Mercury product.”

Tags: Ford, Lincoln, Mercury

This entry was posted on Tuesday, May 27th, 2008 at 7:10 pm and is filed under Auto News, Mercury, Rumors/Speculation. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.