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Fire-Sale Deals On 2010 Mercury Vehicles? Probably Not Page 2

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2010 Mercury Milan

2010 Mercury Milan

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Currently, on a 2010 Mercury Milan Premier, stickering at $25,725, TrueCar says that the average price is $22,573 and a good price on the Milan Premier would be less than $22,697.And on a 2010 Ford Fusion SEL, which costs $25,380, TrueCar shows an average price of $25,503 and a good price of less than $22,624. So while you might get a slightly larger discount on the Mercury, it’s not yet to the point where it displaced Ford’s otherwise slightly lower sticker prices.

“Don’t expect to see major differences,” Toprak said, adding that currently Mercury models are offered with the exact same incentives as their equivalent Ford models. There might be a model or two with slightly higher incentives later, in the fall, but certainly not double or triple the Ford incentives.

Used-car shoppers, take note—you could get a deal

2009 Mercury Mariner

2009 Mercury Mariner

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Toprak says that what bears some differentiation is what’s happening to Mercury on the used market. While the deals still aren’t that remarkable on the new-car front, late model used Mercurys are significantly reduced. Although TrueCar doesn’t officially track used-car prices, it’s observed that they’re down five to ten percent on Mercurys a year or more old. So on a 2009 Mercury Mariner Hybrid, for instance, you’re likely to save $2,000 or more versus the equivalent 2009 Ford Escape Hybrid—and what the Mariner Hybrid cost before Mercury’s announced demise.

And even then, resale values might settle back near predicted levels after the negative news impact fades and the public is reassured that the brand is indeed still fully supported. Resale and residual value market authority ALG predicts that Mercury-brand vehicles, over the next three years, will only lose an additional 2.5 to 3 percent off its original MSRP than it would have otherwise.

There were certainly plenty of brands for ALG to study. The firm included previous value curves for Eagle, Plymouth Oldsmobile, and Isuzu in its predictions, and found that vehicles under most of these brands were undervalued for the first one to three years after the brand’s cancellation, then not significantly less. The typical impact on residual/resale values has been typically about five percent across those brands but has been as high as ten percent.

But no matter what, Toprak cautioned, if you’re looking for a new vehicle you’re probably better off striking a deal this summer, not waiting around until fall thinking that the deals on Mercury models are going to get bargain-basement cheap.

“Mercurys aren’t going to be the steal, not the fire sale that some shoppers expect.”


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