05 September 2019

Mercury USA Sales : 2000's

The Mercury Milan, looking rather 'plain'

Ford tried to revive the ailing marque but efforts proved fruitless. It trimmed back its model lineup but that only made things worse. As the decade progressed so the situation worsened as sales dropped below 200,000 in 2004.

Model 2004 2003 2002 2001 2000
Grand Marquis 79,329 86,986 80,271 112,034 122,572
Montego 45,711 61,342 98,998 102,646 103,030
Mountaineer 43,916 49,692 48,144 45,574 46,547
Monterey 17,407 2,213


Mariner 7,171



Cougar
2,024 19,345 29,487 40,343
Villager

16,442 22,046 30,443
Mystique



16,208
Total US Sales 193,534 202,257 263,200 311,787 359,143

The inevitable fall of the brand continued through the latter part of the decade. What was being done to help the brand? It seemed like a slow motion end was being played out. In 2010, the decision was made to end things. 93,000 sales were made that year and it was over quickly in 2011.

Model 2009 2008 2007 2006 2005
Mariner 28,688 32,306 34,844 33,941 34,099
Milan 27,403 31,393 37,244 35,853 5,321
Grand Marquis 24,783 29,766 50,664 54,688 64,716
Sable/Montego 6,256 16,187 21,121 22,332 51,156
Mountaineer 5,169 10,596 23,849 29,567 32,491
Monterey

700 4,467 8,166
Total US Sales 92,299 120,248 168,422 180,848 195,949

Summary: For a brand to have a loyal following, it has to offer something more than a badge to differentiate it. If Mercury was to succeed, there had to be some difference from Ford but that was eroded to the point that customers deserted it. In the end it made no sense retaining it.

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

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