Unformatted text preview: The demise of Mercury has been anticipated for years because the company had seemed to deprive it of resources and new models. Even before today's news, Mercury would have been down to only two models by the end of this year. Mercury has less than 1 percent of the total U.S. auto market share. Ford hopes to really upscale Lincoln and go head to head with Cadillac , Lexus and European luxe brands. Ford has benefited the most from the Great Recession, taking market share from GM and Chrysler . Ford was the only one of the Big Three automakers to not take a federal bailout....
View Full Document
- Spring '11
- Sales, Ford Motor Company, Ford brand, Storied Mercury brand