Ford Extends Dealer Cash on Mercury Products through Sept.

DETROIT - Ford Motor Co., moving to wind down its Mercury brand, extended the dealer cash program offered on all Mercury products through September, Automotive News reported.

The program, which allocates $1,500 per vehicle, was set to end Aug. 31.

“We are continuing to provide strong sales tools to our dealers so they are able to remain competitive in the marketplace,” Ford spokesman Steve Kinkade said. Some dealers feared Ford would reduce the per vehicle dealer cash amount to $1,000, but Kinkade says that amount has not been reduced.

Ford announced on June 2 it would shutter the Mercury brand by Dec. 31. It plans to sell all remaining Mercury inventory before the year ends.

Many dealers welcomed the extended dealer cash program as they try to sell their last remaining Mercury products.

“It’s good news. It’s helped us,” said Ed Witt, owner of Witt Lincoln Mercury in San Diego. He has a 30-day supply of Mercury vehicles.

“Business in general is still difficult,” Witt said. “But we have a big luxury market here and we feel confident with a lot of hard work and support from Ford we’ll do fine.”

At the end of July, Ford had about 8,200 Mercury vehicles in U.S. dealer stock, said Ken Czubay, Ford’s vice president of U.S. marketing, sales and service. That’s less than a 40-day supply.

At the end of June, Ford had 10,000 Mercury products in U.S. stock.

Ford plans to end production of Mercury vehicles in early October.

“The sell down is proceeding smoothly,” Czubay said during a July sales call. “By the end of the year there will be very few Mercurys in stock.”