As Ford gets ready to shutter the Mercury brand, it is not going to come cheap. Ford has estimated that it will cost in the neighborhood of $500 million to put the brand in itís final resting place. Of course this means buying out Mercury dealers that have signed termination agreements based on their sales volume.
Would a $500 million influx of cash to Mercury revive the brand? It is doubtful since Mercury has always played second fiddle to Ford and Lincoln. Years of being portrayed as the lesser brand and using rebadged Ford hand-me-downs has done its damage. Shutting Mercury down, even though it was a historic brand, is sad but in the end it is for the best.