Automobiles and the Disappearing Brands

Saturn. Pontiac. Mercury. These are just some of the brands that are being eliminated as automakers struggle to become more efficient. More often than not, their reasons are justified: Pontiac was too niche to survive, Saturn wasn't profitable, and Mercury had become a higher-priced clone of Ford Motor Company's (NYSE: F) primary offerings.

Still, I can't help but feel saddened by the demise of some of these brands. Pontiac, which ended its run this week, has a long history of cool cars and solid sedans. From the GTO convertible and the Firebird Trans-Am to the Grand Ville and the Grand Am, Pontiac was known for trying to one-up the competition.

Saturn, on the other hand, built its reputation on simple, dependable cars. The company's commercials weren't as flashy as its competitors, but the vehicles it produced were some of the most reliable on the market.

From its inception, Mercury was intended to be a luxury version of the Ford brand of vehicles. Lincoln, however, was much more successful at accomplishing that goal. Thus, after more than 70 years in production, Ford decided to stop producing new Mercury vehicles.

I, like so many others, have fond memories of all three brands. But none are as dear to me as Saturn. I've owned an SL2 since 2005, and though I initially wished I could have been driving something cooler (like a Ford Mustang) or something stronger (like a Ford F-150), the Saturn ultimately became one of my favorite vehicles. I actually look forward to driving it each day; five years ago, I would have never expected that.

Unfortunately, the SL2 is from an era when Saturn was still Saturn. Most recently, the company pulled a Mercury and became a clone of another manufacturer's offerings. Without any unique vehicles being produced, Saturn transformed into a clone of GM.

I will miss the dependability that Saturn once brought to automobiles, and I will miss the possible (cool? Original? Unexpected!?) vehicles that a surviving Pontiac may have gone on to produce. But I will enjoy the Saturn I own and hope that if it ever tanks, there will be a better vehicle waiting to take its place.

As far as Mercury is concerned, I think that Lincoln fills that void quite nicely – just as it always has.