Local dealers not surprised about Ford's decision to eliminate Mercury brand

Mercury customers like John Black of Sebring love the brand but apparently there are not enough of them around anymore.

Ford Motor Co. announced earlier this month that it will no longer make the Mercury after this year.

"It's a hell of a great car," Black said of his 2004 Grand Marquis.

Black, 70, said he is "from the old school" of people who like a car with a V-8 engine and a chassis.

He noted that the Grand Marquis gets great mileage, handles well and is so nice to drive.

Black, who said he will never own a foreign car, said he would buy a Ford Crown Victoria if he didn't own the Grand Marquis. He added that he has owned several Ford products over the years. They include a Country Squire station wagon, a Ford Ranchero pickup truck and - going back quite a few more years - a 1955 red and black hardtop Lincoln.

Black said he received a notice on June 15 indicating that Ford will honor current warranties and provide service and parts.

The decision didn't surprise either Alan Jay Wildstein, president of the Alan Jay Automotive Network, or Doug Gentry, general manager of Bill Jarrett Ford-Mercury.

"We knew it was coming," Wildstein said.

It is a sign of the times in the auto industry, according to Wildstein. There will be less brands, less redundancy and more consolidation.

"It will not be a big blow," Wildstein added. "Everything Mercury has, Ford has."

Gentry said he has heard grumblings about it for four years because the company wants to consolidate dealers.

Gentry said he is sad for customers in Florida. The Grand Marquis is popular with the older clientele with its V-8 power, four doors and rear-wheel drive.

However, Gentry said, there is a demand in other parts of the country for front-wheel drive vehicles due to the snow and ice.

Lincoln is reportedly going to introduce four new models in the next few years. One could be a compact.

Gentry said it is only his opinion, but he thinks the Lincoln compact could be like the Ford Fiesta, which the company is bringing back. The Ford Fiesta is a four-cylinder, five-passenger car that will get 40 miles per gallon, according to Gentry. He added that a 2011 Ford Fiesta is expected to be at the dealership in Avon Park next month.

Wildstein said Lincoln will always be a premium luxury brand, but it wants "to have something for everyone."

"It's all relative," he said, noting that there are those who didn't think there would be a $20,000 Mercedes.