Historically, the discontinuation of an automotive brand, means trouble for the resale values of the cars already in circulation, but not so much is the case with Mercury, which is expected to be discontinued as a Ford label by the end of the year. While resale prices of Mercury vehicles will certainly be hurt, resale price predicting service ALG says that we can expect the blow to be a lot less sever than what other automakers have seen.
Two major factors contribute to this; there are not many Mercuries on the road – .8% of new cars sold are Mercury vehicles – , and the brand is similar enough to Ford that there is a negligible difference between the brands.
Resale values of discontinued brands typically drop 3% to 5%, but ALG expects only a 2.5% to 3% drop in Mercury vehicles.
– By: Stephen Calogera