|The 1980 US Mercury Capri, complete with Bond girl|
This period could not have started worse, with sales collapsing by one third. It's hard to see how that could happen. Various factors contributed but that someone with more knowledge of that may wish to leave a message to clarify The question now is could the problem be turned around?
The Grand Marquis became a distinct model, replacing the Marquis, which in turn went down a size to replace the Cougar, which in turn was downsized and took over from the Monarch. All of that had the effect of lifting sales.
The medium sized Zephyr was replaced by the Topaz in 1984 and the Mercury Lynx did like wise with the Bobcat in 1980/81, the Lynx being a European Ford Escort and more popular than the car it replaced. The Capri was on the way out.
LN7: One totally new model was this, a 3-door sporty hatch model which didn't last long nor sell in huge numbers. I guess it was a halo car.
The good thing was Mercury brand sales had really taken off again after the 1980 disaster.
|Total US Sales||527,198||409,433||327,140||339,550||330,852|
It was a case of steady as she goes for these five years with sales dropping slightly. The Sable name replaced the Marquis and the Mazda 323/Protege sourced Tracer model came in for the Escort based Lynx. The first Tracer model had poor sales as a new model usually lifts sales. The Capri finally was put to bed.
|Total US Sales||465,908||486,208||463,860||491,782||519,059|
Summary: Mercury was doing OK but couldn't afford to slip further back in sales if it was to remain a viable brand worth retaining.
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|1984 Mercury Lynx|