Mercury brand to go Entry Level Luxury

By Automotive Staff | July 31, 2008
The rumor mill has been busy in the last few months as words and whispers of this brand being placed on the market. Well here’s one rumor that can be officially put to rest: Mercury is not getting a headstone yet. Ford Motor Co. intends on rebranding Mercury as an entry-level luxury car for smaller vehicles and crossovers. Apparently the brand attracts enough buyers of certain market segments (i.e., women, singles) that the company's loathed to lose. The Lincoln brand will only offer larger automobiles starting with mid-sized sedans. Our take? So what are we going to do with that hole we dug in the ground? via US News & World Report