Jump to content
  • Greetings Guest!

    CheersandGears.com was founded in 2001 and is one of the oldest continuously operating automotive forums out there.  Come see why we have users who visit nearly every day for the past 16+ years. Signup is fast and free, or you can opt for a premium subscription to view the site ad-free.

Sign in to follow this  

Ford's killing of Mercury likely to whack resale values

Recommended Posts

Ford's killing of Mercury likely to whack resale values

08:42 AM

After all the automotive brands that have disappeared in the past couple years, it should come as no surprise that Ford's decisioin to kill its Mercury brand could whack owners. The pain will come in worsening resale values. Mercury owners could be in for a rude surprise when time comes to trade in their cars, like the guy or gal who ends with that Milan Hybrid in the photo above.

Already, Mercurys have about a 1% disadvantage against Fords when it comes to trading in a two-year-old model. Makes sense. The brand slid to the point that it made up only a tiny fraction of Ford's overall sales. But Kelley Blue Book, which tracks depreciation, says the resale value gap is almost sure to widen.

Says KBB:

Historical precedence suggests that consumers typically shy away from purchasing vehicles from a brand that is no longer in existence. We anticipate that given the choice between a similarly equipped Ford or Mercury in the future, consumers will more often than not opt for a Ford vehicle that is still in production versus a similar out-of-production Mercury.



Share this post

Link to post
Share on other sites

They have sold so few of them in the past few years, not too many will notice. And dealers can say "Used Milan, same as the Fusion". Used Grand Marquis get snapped up by taxi companies, so those will have no problem selling.

Share this post

Link to post
Share on other sites

Your content will need to be approved by a moderator

You are commenting as a guest. If you have an account, please sign in.
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

Sign in to follow this  

About us

CheersandGears.com - Founded 2001

We ♥ Cars

Get in touch

Follow us

Recent tweets



Important Information

We have placed cookies on your device to help make this website better. You can adjust your cookie settings, otherwise we'll assume you're okay to continue.