Ford has been struggling to differentiate its remaining core brands, particularly Mercury and Lincoln which are both intended for an up-market clientele but struggle to make an impasse in their respective categories. In an attempt to differentiate the Mercury lineup, Ford is planning to remove larger vehicles and sell only small cars.
Mercury vehicles like the full size Grand Marquis sedan and the Mountaineer sport utility vehicle will soon be eliminated from the lineup according to Used Trucks St Louis. Ford’s goal is to make the Mercury brand synonymous with only smaller, fuel efficient cars. Ultimately, this move should aid Ford in its cost cutting efforts, says Ford Newark New Jersey, and it should provide an easy transition for Ford as it strives to disseminate its new global platforms.
According to St Paul used Ford dealers, the aging Mercury Grand Marquis should see its demise in 2011 and the life of the Mountaineer should end in 2010. With those vehicles gone, Ford can turn the brand into a haven for compact cars, particularly with the upcoming compact based on the Ford Focus which should reach showrooms by spring of 2011.
In addition to a new compact based on the Focus, Mercury will also receive a new Milan in 2013, which will ride on an all-new mid-size platform that will underpin the Fusion, Mondeo, and Lincoln MKZ. With such rampant platform sharing, it’s likely that Ford will save plenty of cash as it strives to turn its operations around.
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