Ford Shutting Down Mercury Is No Big Deal

Filed under: Products and Services, Management, Industry, Competitive Strategy, Ford Motor (F), General Motors (GM), Toyota Motor Corp. (TM), Employees

As anticipated, there has been little to no reaction from investors regarding the retirement of the Mercury name plate by Ford Motor Company (F). Given the resounding lack of identity which has surrounded the Mercury brand, eliminating the line seems like a prudent and timely move. Market share for Mercury has dwindled to less than 1%, and estimates put Mercury's portion of Ford's share price at something less than 2%.



Analysts estimate Mercury's value to Ford is approximately $1 billion, while the company on the whole is estimated to be worth approximately $38 billion. When given the fact that Ford expects to transition it's Mercury dealers into the Lincoln brand line, the fundamental value impact on Ford shall be essentially nonexistent. The company has declared that this inter-company transition shall not result in any job loss.

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Ford Shutting Down Mercury Is No Big Deal originally appeared on BloggingStocks on Fri, 11 Jun 2010 16:30:00 EST. Please see our terms for use of feeds.

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