Despite widespread rumors about Ford‘s likely decision to get rid of the Mercury brand, many dealers such as Salinas CA Ford are happy to hear that Ford has unveiled a plan to revive the ailing brand.

Among the promises already in place include a small car that should be added to the Mercury lineup by 2010. Although there isn’t much more detail beyond that, Mercury should be receiving models that will better differentiate itself from the Ford lineup, a huge concern among Ford and Mercury dealers like Lincoln Mercury Los Angeles and others. Currently, Ford’s lineup is composed of rebadged Fords and Mercury hasn’t been able to differentiate itself enough in the eyes of consumers to deliver impressive sales volume.

Vehicles in the Mercury lineup include Milan and Mariner, which are the two most likely vehicles to remain in the long-term. In addition, the current Mercury lineup also includes the Sable, Mountaineer, and Gran Marquis, but the future of these models are more unclear. Interestingly, the Mercury Mariner is offered in a hybrid variant which has keep the interest of Orange County Mercury customers despite other lackluster models.

Ford recently announced significantly losses during the second quarter of this year, resulting in drastic measures needed to produce serious results. Ford dealers Ashland for example have seen dramatic changes in consumer buying habits, which have signaled a need to make some changes. In addition to its new strategy for the Mercury brand, Ford also recently announced that it plans to add more European Ford models to the domestic lineup, particularly smaller, compact vehicles that offer strong fuel efficiency which are eagerly anticipated at Ford dealer Denver and elsewhere.

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Stay tuned for more Ford and Mercury news here.

Mercury Vehicles

Ford has certainly had its fair share of problems lately. Initially, Ford had predicted that it would become profitable again by 2009, but has since reversed its optimistic predictions. Rising gas prices has been one of the biggest factors for Ford’s woes as many consumers have abandoned their popular line of pickups. But lackluster models have also contributed to slow sales.

Amid all of its problems, Ford has begun selling off brands to focus on restricting the company and focusing on profitability. Aston Martin, Land Rover, and Jaguar have all been sold off, and the question remains, who is next? Mercury may be the next victim, as their models are not only slow seller, but are in many ways nearly identical to other Ford models. At the moment, it doesn’t appear that Mercury is preparing to release any new vehicles any time soon, which is problematic among Ford dealers Ashland as many Ford dealers also sell similar Mercury-branded models.

Mercury has been around for nearly 70 years. In that time, Ford has positioned the Mercury brand as offering a near-luxury model range. Despite its long history, the brand has now hit its slowest selling point.

In the coming months we may see a change in Mercury’s fate. The brand is not of terrible importance to the Ford brand, as new Ford and Lincoln models need more attention at the moment if Ford helps to become profitable again. Many Ford dealers are looking to offer buyers other specialties, such as Commercial Trucks Richmond with commercial vehicle models, rather than offering another Ford brand.  As a result, the Mercury brand may follow the likes of Oldsmobile, Eagle, and Plymouth, and simply be removed from the brand altogether.

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Find the latest developments on changes at Ford right here.