Here’s a sampling reactions to reports that Ford Motor Co. is preparing to kill Mercury:
Keeping Mercury 'makes perfect sense'; killing it is the 'right move' -- pundits have their say
"While Mercury isn't a shining star in the 'One Ford' program, there isn't much business case for throwing away one percent of the U.S. market and 1.9 percent of Ford's global sales when the investment is so small. Compared to the costs of shuttering the brand and realigning Ford and Lincoln dealers, Mercury makes perfect sense. "
"Understand, when you kill a brand, dealers sue and win big settlements (unless you go bankrupt). But you can get away with it if you starve the brand and then say there's just no business left."
“Shutting down Mercury eliminates a distraction. Mercury is a brand that has lost its meaning in the American automotive marketplace and it isn’t worth trying to change that.”
"Now, it's gone, or will be soon, and this is right and just. As wonderful and expressive as Mercury was, it's just one more artifact of the Triumphal Age of American autos, now long past. Ford's messenger of the gods finally got the message."
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