So, Mercury is dead and gone the way of the dodo. Why?

Well, this Automotive Philosopher thinks is a matter of poor marketing and corporate greed. You see, for years, Mercury was relegated to the land of mildly rebadged Fords, offering up nothing in the way of brand or value. The public saw through this, and ultimately the brand suffered. 

Since the 70’s Mercury has been the poster child for mediocrity. A co-worker of my other half went on a tirade on how much she hates Ford products and will only buy Mercurys, and now that they’re gone, she doesn’t know what she’ll do!!! UGH! Get a blinkin clue! Strangley, she's not the first that I've heard make such a comment about Mercury. Scarey! I thinking that those gene pools might need a bit of chlorine!

Anyway... As I see it, the brand had the plug pulled on it as soon as the Ford Panther platform was discontinued last year. Their best seller being the Grand Victoria based, Panther platform’d, Grand Marquis. My own Grandmother traded in her 1994 for a (moderately) refreshed 2007! Oh, she just hit 8,000 miles on the '07 as well.

That may be another reason that the brand is kaput! The average driver is 147 years old and only drives about 500 feet per year! At that rate, their cars will have a replacement interval of 381 years! Looking for a low mile, only driven to church on Sunday's, one owner Grandma car? Look for a Mercury Grand Marquis!

Mercury did have some glimmering specks in it’s history. Notably, the 1949 model which was a stylistic departure from many other models of the period. In the 1970’s a little known model called the Capri, an import from Ford, Germany was a nice little gem for those in the know. The Merkur's of the '80s were actually German Fords given a tragically funny name. Nonetheless they were wonderful beasts. Ask an owner (if you can find one!). Most recently, the Mercury Marauder of the ’03-’04 model years offered up decent “American” performance for a reasonable price. The '99-'02 Cougars, as well were interesting niche vehicles. Decent performers, if you could get past the oddball styling.

Recently though, the mercury lineup lost all individuality. The Mercury Milan, a pathetically disguised Ford Fusion that was nearly as much as the Lincoln MKZ with only 30% of the Lincolns content! The Mercury Mountaineer – a mildly rebadged Ford Explorer with all of the woe that came along with that particular platform. The Mercury Mariner, a slightly more refined Ford Escape with a water-fall grill. Oh, and the – wait, nope, that’s it. A smallish mid sized sedan, a soft roading CUV, and a mid-sized SUV. That’s it. Hardly a selection!

In it’s heyday, Mercury had a body style to suit every need. The Sable, a rebadged Taurus offered up enough differentiation and kit to separate itself from it’s origins at the blue oval. Sedans, wagons, SUVs, minivans, and coupes were abundant. The Cougar of the ’99-’02 model years was a unique enough vehicle based on the Ford CDW247 (Contour/Mystique) platform that there’s actually a following. The previous generation, again, being a mildly disguised, if bloated Ford Thunderbird. However, there was enough stylistic difference to warrant interest and resulting sales. Mercury build some really kool station wagons too! (Yes, I used the word kool and station wagon in the same sentence. I love wagons! Once you go wagon, you never go back!)

The company founded by Edsel Ford (you know about the Edsel, right?) had at one point an inventory of well, Edsels rebadged as Mercurys. Interesting. 

All in all, poor Mercury was always the white elephant of the auto industry. Hanging on for so very long on the skin of it’s teeth, not having a real identity or product to call it’s own. 

Given the recent change in the US auto industry, and Fords work to rebrand Lincoln, I can only but wonder what may have become of Mercury had Ford let it live, or perhaps even sold it off. Could Mercury have become “the” brand that would have let China into the US with a recognized face? Who knows! 

Now, I want to hear from all of you! As a tribute to Mercury, the little brand that almost, I’d like to hear you’re Mercury stories. Was there one in the family? Did you own/do you own one (what attracted you to the car)? Do you have fond memories of a Mercury?  

To Mercury, the hottest planet, and the coldest brand! We’ll miss you!