28 August 2019

Mercury USA Sales : 1990's

As you may have already guessed, the Mountaineer

Mercury started the decade slightly higher than the previous one and finished a bit lower. All that was missing was a upward sales spike in the middle. It needed some new models but would this enough for the brand name to survive?

The '90-'94 period witnessed the reintroduction of the Capri name, but this time a sports car from Australia. Then the Villager minivan arrived, a version of the Nissan Quest and manufactured in a joint venture plant in the US. Sales certainly improved in this period although only one model could manage a total above 100,000 units, the Sable.

Model 1994 1993 1992 1991 1990
Sable 113,282 120,977 116,623 100,331 96,803
Grand Marquis 96,631 85,195 94,607 94,588 101,737
Cougar 77,982 73,362 54,557 55,148 76,313
Villager 76,844 71,567 14,717

Tracer 57,266 45,754 43,127 45,602 34,494
Topaz 41,298 77,267 80,755 59,190 70,753
Capri 3,948 9,723 12,557 21,200 8,072
Total US Sales 467,251 483,845 416,943 376,059 388,172

The poorly executed and slow selling Capri was dropped and in came the Mountaineer medium SUV. However, sales remained much the same through the period form '95-'99 which must have been a disappointment.  

Model 1999 1998 1997 1996 1995
Grand Marquis 122,776 114,162 109,539 99,770 90,367
Sable 101,120 100,367 112,400 114,164 102,565
Cougar 56,831 38,216 30,516 36,015 53,387
Mountaineer 49,281 48,595 45,363 26,700
Villager 45,315 38,495 55,168 65,587 75,052
Mystique/Topaz 39,531 38,274 41,038 57,102 63,008
Tracer 23,146 33,077 43,589 47,797 51,988
Total US Sales 438,000 411,186 437,613 447,135 436,367

Summary: Mercury wasn't a disaster but neither was it proving very popular either. The next decade would be crucial if the marque hoped to continue.

For the 70's coverage in this series, simply click here.
For the 2000's, please click here.

The 1992 Sable. It does look bland

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