Falling Mercury Does Not Fit Ford's Future Product Strategy

Reports that Ford Motor may scrap its Mercury brand and invest US$135mn, supported by Department of Energy (DoE) funds, in its Michigan plants to produce electric vehicle parts, endorses BMI's view on state-influenced product development. Mercury, which was established to sit between the volume Ford brand and the high-end Lincoln range, is widely considered to have become too middle-of-the-road, with sales falling 74% since 2000.

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