Ford is not afraid to make changes, nor are they afraid to end one brand to better another. We see this aggressive attitude again as Ford made the announcement to discontinue their Mercury brand in order to focus on their Lincoln line.

As the Lincoln brand moves forward, Mercury is not the only faction of Ford to crash and burn. Since the beginning of the century, Ford stopped production of two of the Lincoln models and plans to follow suit with the Lincoln Town Car in 2011.
To replace these models, Lincoln added four new models. Reviews on the street aren’t so subtly, with critics claiming “Lincoln looks a lot like Fords.” Lincoln only represented 5.7% of luxury sales in the United States over the last year. Plans to change these numbers include model overhaul, giving Lincoln a facelift that will differentiate the luxury brand from Ford.

Auto Shippers is excited to see the changes that will be made to the Lincoln brand, and wishes Ford good luck in its endeavors.