We have been expecting this news for quite a while now. While it made a lot of business sense for FoMoCo to sell Jaguar, Land Rover, Aston Martin and Volvo, it made little sense that its Mercury brand didn’t get the same treatment. Afterall, Mercury is FoMoCo’s version of Pontiac and Oldsmobile. And where are those brands? That said, the time for Mercury’s bye bye is long-over due. But apparently we may not need wait that much more longer.

According to sources familiar with the plans, the Dearborn automaker’s top executives are currently working on a proposal to kill Mercury. The plan will be presented to directors in July.

“Mercury is a forgotten brand,” John Wolkonowicz, an auto analyst with IHS Global Insight in Lexington, Massachusetts told Bloomberg. “Many Americans probably already think it has been discontinued. Mercury was too similar to Ford from the very beginning.”

Mercury’s death is inevitable — when it will die depends on how fast executives can convince directors and dealers to shutdown the unprofitable brand.

Source: Bloomberg

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