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.