Yesterday, we blogged that Ford Motor Company has decided to discontinue the 72-year-old Mercury brand.

In making the announcement, Ford said they would end production of Mercury vehicles in the fourth quarter of this year to fully devote its financial, product development, production and marketing, sales and service resources toward further growing its core Ford brand while enhancing the Lincoln brand.

Alan Mulally, Ford president and CEO, said, “Profitably growing Lincoln in North America is part of our One Ford plan. Our Ford brand is gaining momentum and winning customers around the world. Now, we are going to use the same laser focus to further strengthen Lincoln and deliver even more products luxury customers want and value.”

As part of its new focus on improving the Lincoln brand, Ford announced that it would expand its Lincoln brand lineup. In the next four years, the automaker plans to introduce seven all-new or significantly refreshed Lincoln vehicles, including its first C-segment (compact) car.

These new Lincolns will be designed to compete with Cadillac and Lexus cars. Lincoln currently enjoys a 6.3 percent share of the U.S. luxury vehicle market, up from 4.5 percent in 2005.

Mark Fields, Ford’s president of The Americas, echoed Mulally’s comments and added, “The new Lincoln vehicles will transform luxury for North American  premium customers through an unexpected blend of responsive driving enjoyment and warm, inviting comfort. We will also offer our customers a world-class retail experience through a vibrant retail network.”

Lincoln vehicles available now in dealer showrooms include the all-new flagship Lincoln MKS large sedan, the all-new MKT seven-passenger crossover and a refreshed MKZ mid-size sedan. A hybrid MKZ will be available for purchase by end of year.

Later this year, the MKX crossover, refreshed for model year 2011, will make its debut and will feature MyLincoln Touch driver connect technology.

Other plans for Lincoln include:

• New exclusive powertrains, including an all-new V-6 engine and advanced fuel-efficient transmissions.
• EcoBoost engines in all Lincoln models – from the full-size Lincoln Navigator SUV to the new C-segment car.
• A special focus on comfort and convenience in new cars with new features, such as fully retractable glass roofs; adaptive computer-controlled suspensions; electronic, push-button gear selectors; active noise control; and driver connect technology (MyLincoln Touch).

Mercury Wind Down

While Mercury was originally created as a premium offering to Ford, many customers have migrated to the Ford brand in recent years because of the similarities between the two car lines.

As Ford prepares to end production of Mercury cars, dealers will be able to offer consumers special offers on Mercury vehicles to help sell down inventory.

Mercury customers will continue to have access to parts and service support at Ford and Lincoln dealerships. Current warranties will be honored, as will Ford’s Extended Service Plans.

Fields concluded, “We are 100 percent committed to supporting Mercury owners through Ford and Lincoln dealerships and working hard to keep them as valued customers in the future.”

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