Ford is set to turn out the lights on the Mercury brand for good, but not before giving consumers a last shot at some deals and a piece of history — just as the now-defunct Pontiac nameplate did last year.
Mercury was an “in-between” brand, positioned above Ford but below Lincoln in the product hierarchy, though it never had Pontiac’s sex appeal – not even in the good old days of the 1960s. Prior to Ford’s June announcement that Mercury was finished, its minuscule market share stood at about one percent. Ford wants to focus its resources on its eponymous core brand, and Lincoln, its long-languishing luxury marque.
Ironically enough, now that its days are numbered, Mercury is promoting its Milan, Mountaineer, Mariner and Grand Marquis with abandon. The best news for consumers is that dealerships are motivated to clear these cars off their lots. “It’s not going to be that hard to get a deal,” said Mike Whitty, owner of the Michigan-based Michael Learning Group and a consultant to dealerships.
Ford has promised that Ford and Lincoln dealerships would honor Mercury warranties and extended service plans. Since each of Mercury’s vehicles has near-twin Ford counterpart, dealerships should have no problem servicing them for a long time.
Big Rebates And Low Rates
Like the products of any discontinued brand, Mercury cars and SUVs may suffer from low resale value. Still, a nice rebate could offset the loss. This month, Ford is putting $1,000 to $2,000 on Milans, $1,500 to $2,500 on Mariners, $2,000 to $3000 on Mountaineers and $3,000 to $4,000 on Grand Marquis models.
Research And Get No Hassle Pricing On Mercury Vehicles
Mercury Grand Marquis | Best Deals |
Mercury Mariner | Best Deals |
Mercury Mariner Hybrid | Best Deals |
Mercury Milan | Best Deals |
Mercury Milan Hybrid | Best Deals |
Mercury Mountaineer | Best Deals |