Death of Mercury
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Ford’s brand portfolio is set to get smaller by the end of the year. Following the sale of Aston Martin, Land Rover, Jaguar and most recently Volvo (to Chinese automaker Geely), the Blue Oval has now announced the demise of its ‘middle of the range’ Mercury brand, with production of the last vehicles set to cease at the end of 2010.
In a statement released to media, Ford announced that the shuttering of the 71-year old Mercury brand was in the interest of focusing on Lincoln, the automaker’s only remaining premium brand. According to Ford, ‘more investment and attention on standout product design’ will now be made available to Lincoln, and the brand will see the addition of seven all-new or significantly refreshed vehicles in the next four years. Lincoln will also welcome its first-ever C-segment vehicle to the range, speculated to take the form of the C Concept revealed at the 2009 NAIAS in Detroit.
News of the forthcoming termination of Mercury has been a long time coming; the ill-fated brand has been creating rebadged Ford vehicles with little differentiation for a while now, so it’s really no surprise. Current offerings in the lineup range from the mid-size Milan (a mildly revised Ford Fusion) and full-size Grand Marquis (a clone of the soon to be defunct Crown Victoria) sedans to the Mariner (Escape) and Mountaineer (Explorer) SUVs. Read More »
For 2010 they’ve made the Shiver more user friendly by lowering and narrowing the seat. They’ve also improved the sporting side of the Aprilia by giving the new bike higher and further set back pegs, slightly different bars, narrower rear wheel, and improving the brakes with racy wavy discs. Suspension has also been firmed up slightly. Cosmetically it’s been given a sportier new look and new noise.