As rumored yesterday, Ford said that they will expand the Lincoln brand with seven new or severely remodeled vehicles within the next four years. Lincoln has tried to but never successfully competed with the likes of Cadillac and Lexus, this move will focus energy on doing just that for the hopes more of the luxury market will belong to Ford.
Mercury, the 71-year-old brand, will cease production at the end of 2010 as the make has shed all significant market share that it may have had at one time. Ford has committed to supporting Mercury owners through existing Ford and Lincoln dealers.
While the move allows another solid brand to fade away, it also allows Ford to better position itself for the future and continue to gain market share.