Fire-Sale Deals On 2010 Mercury Vehicles? Probably Not

July 16, 2010
You’ve probably heard the news; Mercury is no more. Ford Motor Co. (NYSE:F) is in the process of shuttering the brand and focusing more efforts toward Lincoln, and after this fall it’ll be history.

Meanwhile, most Mercury models of recent history have been slightly restyled, slightly repackaged, near-clones of Ford models—and vehicles from a discontinued brand shouldn’t be worth as much—so why not try the Mercury dealership for a money-saving deal?

Unfortunately, that logic doesn’t seem to apply—at least not yet—and if you head to your local Mercury dealership the deals aren’t exactly going to be steals.

The reason why the tantalizing deals on discontinued Mercury models just aren’t out there is that there aren’t very many of them sitting on vehicle lots. “There’s not a whole lot of inventory,” explained Jesse Toprak, vice president for industry trends for the pricing intelligence firm TrueCar. Toprak elucidated that Ford has been doing a great job controlling Mercury inventories, even before the announcement to discontinue the brand.

No major clearance push, probably no need for one

Pontiac On Sale

Pontiac On Sale

Since the company didn’t produce too many Mercury vehicles, there’s no relative panic to clear them off lots, as there arguably was just last year on some models from Pontiac and Saturn.

Toprak says that most car shoppers know that Mercury models are essentially just repackaged Ford models, and while that might not have helped sell more Mercurys it will end up helping them in the end as buyers won’t have any hesitation in snapping up modest deals on these vehicles. With Saturn especially, he said, the brand “stood more by itself,” with more shoppers unsure that the products (and Saturn’s style of service) would be supported after the sale.

The numbers aren’t showing much of a change. The Car Connection had TrueCar look at transaction prices for Mercury models over the past four weeks, after the announcement to discontinue Mercury was out, and among all 2010 Mercury vehicles, the average transaction price since the June 2 announcement has gone down slightly, from $25,677 in the four weeks prior to $24,915 in the four weeks after. That’s less than three percent so far, and Toprak says that while factory incentives haven’t changed, there might be a little more pressure than usual from shoppers who come in expecting to get a great deal—as well as a few dealerships that’ll close with the brand and want to move vehicles.

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