Ford Motor Company kills Mercury division

Ford's president of the Americas, Mark Fields, told the assembled media that Mercury accounts for just .8% (yes, eight tenths of a percentage point) of Ford's total market share, so the writing was pretty much on the wall. Mercury's entire vehicle lineup consists of rebranded Ford models. Its sole "unique" offering is the ancient Mercury Grand Marquis luxury sedan, and that's just because its counterpart, the Ford Crown Victoria, was relegated to fleet sales only beginning with the 2008 model year. 

There will be no job cuts associated with the the Mercury shutdown, and existing personnel will be reassigned to Lincoln as it gears up to elevate its profile. Dealers are in the process of being informed of the change, and Ford was quick to point out that all Mercury dealers are paired with existing Lincoln or Ford franchises, and current Mercury customers will be able to bring their vehicles to those same locations for service even after the brand itself is gone.

Current Mercury vehicles such as the Milan and Milan Hybrid sedans, as well as the Mariner and Mariner Hybrid SUVs, fare quite well in reviews because the Fords they're based on -- the Fusion and Escape -- also get good marks. In truth, the Mercury models are most noteworthy in that they're more expensive than their equally-capable and fundamentally identical Ford counterparts.

With Mercury out of the picture, look for several new models to hit Lincoln showrooms over the next four years, including a hybrid version of the MKZ sedan (itself a derivative of the Ford Fusion/Mercury Milan twins) and an all-new small car designed specifically for Lincoln. Ford's group vice president for product development, Derrick Kuzak, explicitly stated during the press conference that the new Lincoln compact car will not be a badge-engineered version of an existing Ford product. In addition, all new Lincolns, according to Kuzak, will launch with best-in-class fuel economy.

If you're in the market for a new vehicle and were considering a Ford that currently has a Mercury twin, it may be time to hunt for bargains as dealers look to get rid of their Mercury inventory before the brand winds down for good. 

Current Ford vehicles and their Mercury counterparts