Ford Motor Company (NYSE:F) is preparing to shut down the Mercury brand according to several reports. Mercury started in 1939 by Edsel Ford. Ever since 2000, Mercury’s sales plunged by about 74%.
Top executives at Ford are going to prepare a proposal to end the brand to the board of directors in July. Ford sold Volvo, Jaguar, Land Rover, and Aston Martin within the last three years.
Edsel Ford is the son of Henry Ford and he established the Mercury brand during the Great Depression. Edsel’s great grand-daughter Elena Ford is currently Ford’s director of global marketing.