Mercury‘s glory days are long over, with the brand lacking anything exciting or unique since the muscle car era. With the Grand Marquis scheduled to die alongside its customer base, and every other Mercury product available right next door at the Ford showroom, the storied brand is set to be euthanized by its parent company, Ford Motor Co., according to a report by Bloomberg News Service.
Ford executives are reportedly readying a proposal to kill Mercury, and will present the plan at a board meeting this July. While Ford is in good financial shape, shuttering Mercury would make sense, as two of its four cars are scheduled to die next year, leaving it a lame duck amid strong Ford and Lincoln lineups. General Motors has closed down three brands within the last decade, and Chrysler closed down its Plymouth division in 2001, so the move would not be unprecedented. Ford has spent 88 percent less on the brand from 2005 to 2009, as sales declined rapidly.