• Aug 11, 2008
Mercury, after nearly being introduced to oblivion, was rescued from the void because Ford needs a brand that could be devoted to small cars. The Ford brand, still fighting off oblivion itself, has recently been devoted to fresh, new designs that provide consumers the flair and features they've been looking for.

Two of the hitches in those plans are the Mercury Sable and the Taurus X. The Sable, sister of the Ford Taurus, has remained so unloved that even Jill Wagner couldn't save it (through no fault of her own). In these days of the Flex, Edge and Escape, the Taurus X is a conveyance from the Myocene era. To paraphrase Sesame Street, two of these things are not like the other... and so they are being killed, according to The Detroit News.

Ford hasn't confirmed the demise of the two cars. However, sales of both are in decline, they fall outside the missions of their respective brands, and Ford is furiously retooling plants and planning new rollouts. In light of all that, the real question might be: why put off until tomorrow...

[Source: The Detroit News]


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    • 1 Second Ago
  • 33 Comments
      • 6 Years Ago
      What's the point of Mercury becoming a small car brand like Scion that is supposed to lead to more sales at Lincoln? Can't anyone see how ridiculous this plan is?

      First, Scion does not lead into more sales at Lexus. duh
      Secondly Scion is starting to struggle as it grows up. XYZ genners were attracted to the small utilitarian approach, but are completely bummed at the larger vehicles with more features. We're talking about a very narrow (and narrow minded) customer base here. I doubt if any are planning to purchase a Lincoln anytime soon in the future. LOL
      Bad marketing plan to put both on the same parking lot.

      Besides isn't Ford already importing and planning to manufacture small Ford cars anyway? How does Mercury fit into that conundrum? Will Mercury just be upscale clones of Ford models? I will tell you now and save you the expense of agony and defeat...that idea will bomb!

      Sable, Grand Marquis and Taurus X are dead. Hasta la vista baby. Hate to say it, but Flex is doomed also with the next round of gasoline price increases. Nice car; bad timing.

      Ford's future is in Fiesta, the Euro Focus, the (ugh) Fusion (terrible name) and possibly the Falcon of Oz. What I have seen of the new Taurus may rekindle the flame there as well, but timing is critical.

      Mercury just doesn't seem to fit into the portfolio anywhere. I have suggested that it be relegated to the AWD version of Ford products. That might keep the brand alive a few more years.

      Overall Volvo fits in better with Ford.
      FORD: mainstream cars and trucks
      VOLVO: upscale cars
      LINCOLN: luxury cars
      • 6 Years Ago
      Ford should just kill Mercury all together.
      • 6 Years Ago
      The real problem of ford is their cars are way over priced! imagine these Taurus with their sticker price way over Camry and Accord. If anyone can think clearly would buy the Camry or the Accord without considering the Taurus at all. First the 500, then change the name to Taurus which totally ruins the Taurus name. If they want the volume number, they should knock down the price by at least 10-15k on these 500s.
      • 6 Years Ago
      The Sable I understand, the Taurus X should have been marketed with more than a $0.12 budget. It's the car America doesn't know existed. Now the Flex blows it out of the water.
        • 6 Years Ago
        Yes, I've also heard from this one review on Taurus X about criticizing Ford that they are doing lackluster advertising on such a good car. Not that I am sure of.

        But then, if it wasn't for looking at Wikipedia and so on, I wouldn't have known the existence of the Taurus X.
      • 6 Years Ago
      Good. I hope Mercury finally gets a decent car for the first time since the 50s.
      • 6 Years Ago
      Why do I have the feeling that if the Taurus X where a Euro Ford the people on here would be screaming to bring it to America?
      • 6 Years Ago
      The Cyclone was a decent car. The Cougar was a decent car. The 1986 Sable was a very decent car for its time. Actually, even the 1999 Cougar (based on the Mondeo) was a decent car. Mercury' history shows a few decent efforts like that in every decade, except for 2001+. The last years were the most cynical, poorly planned and marketed, badge-engineered era of an entire brand run that was for the most part badge-engineered. Glad Ford will at least be giving Mercury a shot at something else before killing off what it starved.
        • 6 Years Ago
        Chris, that makes two of us.
      • 6 Years Ago
      Sadly both these cars could've easily come out as more attractive, and better driving machines had Ford listened to its designers, and culled its dynamics engineers from England.

      Had this been a Euro-Ford, we would've had a sharper and more desirable product that would've made fools of anyone who bought an Audi A6.
      • 6 Years Ago
      both cars are a waste of money....they dont do anything or even stand out
      • 6 Years Ago
      The thing about the Mazda5 is that it doesn't get much better fuel economy than the Freestyle/Taurus X. My mother's '06 Freestyle easily tops 28 MPG on the road with a full load of luggage and six people on board. The 5 can't carry as much stuff, and my friend who owns one tells me he's barely topping 25 MPG with just himself in the car on his 65-mile round trip to and from work.

      I can't comment on the Taurus X's MPG because I've only driven one as a loaner, but it was getting 20 according to the trip computer in city driving. I don't have a lead foot, so I could probably get that on a daily basis ...
      • 6 Years Ago
      I've always had a soft spot for the Sable and Mercury as a whole. My first car was a '93 Mercury Sable. I'm glad they aren't killing the brand and are at least TRYING to do something with it now.

      The Sable is dead! (supposively..) Long live the Sable!
      • 6 Years Ago
      once again, a good lineup for the "new" Mercury:

      - Euro Ford Ka, with a small, turbocharged engine;
      - Euro Ford Focus CC
      - a new, compact RWD family (hatchback, sedan & break), Focus-sized and built under Mustang's platform, with Volvo turbocharged 2.0-2.5 liter engines;
      - a retro-styled hot hatch (think of a 40's Mercury gaining the HHR and PT Cruiser treatment) built on the New Focus platform and using the Volvo turbos as well;
      - Euro Ford Kuga;
      - Australian Ford Falcon.
        • 6 Years Ago

        The Falcon might be too big for Mercury.
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