As many expected, the Ford Motor Company announced that it will discontinue it’s Mercury brand and focus more on improving it’s lackluster Lincoln brand.
The 71 year-old brand was created by Edsel Ford to fill a gap between Ford and Lincoln.
The move comes in an effort to further streamline Ford’s domestic operations. Over the past few years, Ford has rapidly shed all of its European brands, although the decision to shutter Mercury is the first division closure since the Blue Oval ended its failed Merkur operations in 1989.
Ford says that it will cease Mercury production across the board by the end of 2010, discontinuing all four of the division’s products. Mercury hasn’t had a fully unique model since the slow-selling Cougar coupe was dropped after the 2002 model year, so Ford says it hopes buyers will find what they’re looking for either in Ford showrooms or in a newly expanded Lincoln lineup.