Ford reported that the Mercury name had a 74% decline in sales since 2000. Those are low numbers indeed, but the Merc label did retain some brand loyalty – the same company which gave us the Cougar muscle car and 1940’s Hot Rod Mercury Coupes.

The company began as a Ford offshoot in 1939 by Edsel Ford. “The All New Mercury” started off selling two-door coupes and large family sedans, all made without a huge influence from Ford design. During the muscle car era, Mercury became infamous with its sexy and fun to drive Cougar. That model continues into the late 90’s, before it (the last original Mercury vehicle) was laid to rest.

Mercury tried to re-imagine itself over the past few years – with sexy lady Jill Wagner (pictured above, shooting a Mercury Tracer at 500 rounds per second) selling you the Milan and Mariner. But alas – no one was buying. Why get a Mercury Milan when you can buy a Ford Taurus? Then the gas crisis came. Then the economic crisis came. Then…cash for clunkers. It was a no win scenario.

But why are we poorer for losing a non-original make like Mercury? Because it was American, it was iconic and patriotic. We have already lost Pontiac, a company that had potential, but none were brave enough to invest.

Like them, Mercury has plenty of ideas, they could have taken chances – when your back is against the wall all you have left are chances. But it is easier for the auto companies to close assembly lines, lay off employees and cut production – try to salvage any bit of green so their Christmas bonuses are fat. And in the end, we lose a bit of what it means to be a motorhead in America. That makes us poorer.

Originally posted on our sister site, Automopedia.org

After a long standing relationship for 71 years with loyal customers, and the introduction of such icons as the Cougar, Mercury will join a the list of canceled brands including Saturn, Pontiac and Hummer. Declining sales and inability to differentiate itself from Ford are the key factors that help put one final nail in Merc’s coffin.

According to The Wall Street Journal: “Ford spokesman Mark Truby said the company’s plans for Mercury haven’t changed, meaning a previously outlined strategy for turning Mercury into “a smaller niche brand” remain intact. But niche brands typically survive only if they offer something special.”

It’s with a sad heart we report this news – and hope the rumor continues to me just that. I can remember fondly my time with the Mercury name plate – driving my 1993 Topaz all over the Eastern Seaboard of the United States. I must have put 100,000 miles on the Merc before giving it up to another buyer, as I watched it pull away with someone else’s license plates attached I couldn’t help but wonder if I made a mistake. One day we may see a rebirth of Mercury (maybe we are putting it to an early grave) – but for now we sing a song to honor her on the way to automotive heaven:

1960 Mercury Comet:

1961 Mercury Comet:

1962 Mercury Comet:

1963 Mercury Comet:

1964 Mercury Comet:

1965 Mercury Comet:

Ford President of the Americas Mark Fields said during a meeting with U.S. auto dealers at the annual NADA convention – “The trend toward more fuel-efficient vehicles is very important, the trend toward (small) cars in general is coming back. We are responding to that.”

Along with new small car production at Ford / Mercury, it’s also been reported the American auto maker will gear vehicles towards hybrid and alternative energy sources, and focus more on diesel truck development.

Source: Finchannel

That’s right – looks like Ford/Mercury are holding a spot for the …umm, classic…Mercury Tracer. Mercury Tracer, first introduced in 1987, was a compact car sold by the Mercury division of Ford Motor Company. It was based on the platform of the Mazda 323, replacing the European-derived Mercury Lynx, and was Mercury’s version of the Ford Escort. Stay tuned for updates on the Return of Tracer and thanks to BlueOvalForums for the find!

Milan’s Hybrid drive is gas & electric. “As the most fuel-efficient midsize sedan in America, Milan Hybrid helps you go farther on a tank of gas – more than 700 miles on a tank of fuel in city driving. Milan Hybrid propulsion is supplied by a combination of two sources: a permanent magnet electric motor powered by an innovative nickel-metal hydride (NiMH) battery, and the next generation of the 2.5L Atkinson-Cycle I-4 Hybrid engine. The electric motor can propel Milan Hybrid up to 47 mph and combines with the gasoline engine when extra power is needed. Combined power rating is 191-net horsepower. The 2.5L Atkinson-cycle I-4 Hybrid engine features late intake valve closing (LIVC), as well as advancements in processor technology for seamless transitions from gas to electric mode.”

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Jill Suzanne Wagner was born in Winston-Salem, North Carolina. She was raised by her father, a former Marine, and attended/graduated North Carolina State University in 2001 with a bachelor’s degree in management. She entered acting/modeling around the turn of the century, appearing in Stuff magazine following her national debut in 2003 as a cast member on the MTV series Punk’d. Wagner ranked #90 on the Maxim Hot 100 Women of 2004. In January 2007, Wagner stated that she had been interviewed about the possibility of portraying Wonder Woman in the upcoming movie version, saying, “I met with the guys over at Silver pictures about some things and Wonder Woman was one of them.” Her filmography, listed below via Wikipedia, shows her short yet flourishing career in both TV and Film. But it’s the Mercury ads we are most interested in. Before Kate Walsh came along in her Cadillac CTS, Jill showed off the Mercury Mariner, Mercury Sable and all new Milan. Don’t know what we’re talking about? Check out some of her Mercury TV Spots below:

TV & Film:
* Junebug (2005)
* Shifted (2006)
* Splinter (2008)

* Punk’d (6 episodes, 2003)
* Quintuplets (1 episode, 2004)
* Monk (1 episode, 2004)
* Dr. Vegas (2 episodes, 2004)
* Blade: The Series (12 episodes, 2006)
* Stargate Atlantis (2 episodes, 2007-2008)
* Bones (1 episode, 2008)
* Wipeout (27 episodes, 2008-present)

During the 1990’s and early 2000’s Mercury hit a successful bump in minivan sales with their Villager vehicle. Take something like the Transit Connect, where you can have a family van, work truck or even taxi cab, and Mercury could really come into it’s own again – not leaving it up to another version of the Mariner. I guess the point here is if you’re going to keep Merc a rebranded Ford company, give them a few models that will garner attention.

Some of the stipulations of this bill making it so hard to get cash for your old ride include:
The car being traded in must get less than 18 mpg.
$3,500 – $4,500 to put down on a new car isn’t that much.
People who own ten-year old “clunkers” are not looking to get a new car (usually).

With that stated, it doesn’t seem like Cash for Clunkers will amount to much cash for anyone, except those in an administrative position in Washington (or as we say in Philadelphia: Warshington). So, how does your beater Mercury rank? Let’s start with my old Topaz, which died on the streets of South Philly in 2005. (specs from www.fueleconomy.gov)

1994 Mercury Topaz V6

Specs/Cash4clunkers rating:
6 cyl, 3.0 L, Automatic 3-spd, (FFS), Regular – 18 city 22 highway
Cash4clunkers: $0

Hmm…no good, guess it was ok to donate it to the Salvation Army. Now how about a 1990 model.

1990 Mercury Cougar

Specs/Cash4clunkers rating:
6 cyl, 3.8 L, Automatic 4-spd, (FFS) (S-CHARGE), Premium – 15 city 21 highway
Cash4clunkers: approx $3500-4000

Not bad. For one last shot we’ll go to a larger, older vehicle and rate a station wagon.

1986 Mercury Sable Wagon

Specs/Cash4clunkers rating:
6 cyl, 3.0 L, Automatic 4-spd, (FFS), Regular – 16 city 24 highway
Cash4clunkers: approx $3500

Basically, if you own a late 80’s Mercury you’ll probably get a few grand when a trade in happens, thanks to Uncle Sam. But if you have something built after 1992, you’re probably screwed.