Though not terribly consequential in Roseburg, where there is no Mercury dealership, it is worth noting the passing of another once popular car brand, the Mercury line . Mercury vehicles, manufactured by the Ford Motor Company, are to be phased out in the fourth quarter of this year. Ford says it is at the same time expanding the Lincoln line-up of vehicles. Perhaps they can do for Lincoln what GM has done for Cadillac … but they are late to the game.
The demise of Mercury appeared inevitable as Ford essentially ignored the brand while working to competitively position Ford branded vehicles. Mercury faded in relevance as the cars became Ford’s with a different grill and a higher price tag.
American automotive manufacturers were once widely admired for their ability to build brands. Oddly, that ended as some industry leaders focused on brand and stock valuation instead of product. That has changed in recent years, but too late for some lines.
So long, Mercury, we barely remember what you once were.
