Before I became a VW guy, I was a Ford/Mercury driver. They were much
cheaper to maintain than VW's, too....and I am not 100% certain that I
would necessarily remain with VW next time. I like the Fusion/Milan
siblings, and when I was a Ford guy, I generally preferred Mercurys over
Fords, but with the current problems FOMOCO is facing, will the Mercury
brand survive, or be killed like Plymouth was from Chrysler? Thoughts?
Just my opinion, of course, Ford will have to retain Mercury to attract buyers
as you who prefer that line. They are all the same underneath, the difference is
styling, but you prefered Merc and so do many others. I believe it would be a
mistake on Fords part to off Mercury.
Looking back at the 80s, look at the T-Bird and Cougar. They were the same
the change in roofline and trim attracted very different buyers. The Cougar
seemed a bit more elegant and upscale. The differences today are less noticible,
they are identifiable, such as Crown Vic and Grand Marquis.
I think Mercury is staying alive for two reasons...
1. the Lincoln dealership alignemnt
2. They intelligently cut the ad budget, big-time.
- Accounting then can reduce attributed cost of sales
- Mercury sales hinge on those who KNOW... eg repeats and up-shoppers!
... Ex: Mountaineer.. those who want a slightly better trimmed Explorer
There's a lot of people who wont buy anything BUT Mercury
3. I think the # of dupe models will decrease... but Mercury always was a
good marque to put re-brands of imports into.
- Capri... and the over-reaching of Merkur
Also look at the styling of Milan, opposed to the Ford version; unlike
the Sable-Taurus, IMO.. a great improvement by being more 'classic'.
Chrysler killed Plymouth gradually ... they let Dodge ( 'cooler' name, as
well) impinge on Plymouth pricing and market.
And dont forget 'DeSoto'... truly a redundant line to Dodge.
Yeh, I'm a Krusty old Geezer, putting up with my 'smartass' is the price
you pay..DEAL with it!
let's not forget 2 things:
if there's a market for a chevy, saturn, and pontiac chassy-twins,
there's certainly going to be room in the ford lineup for a ford and
mercury twins. Is it ideal and what the japanese/european/korean brands
are going to do? not exactly. A 'mass market' version and then a 'near
luxury' version is quite a bit different than the (for example
hyundai/kia) strategy of the 'family' and 'near sporty' brands. (no
flames - this is hyundai's stated strategy for the long term)
More specifically, the newer mercury's are very attractive cars,
especially in the lighter, metallic colors. They're being allowed to
differentiate just enough, and they seem to be angling towards female
So, I don't know if ford has stated that, but it seems mercury will
survive as the near luxury feminine brand -- and I think it will do
quite well at that.
I'm MUCH more concerned about Lincoln. Caddy has majorily impressed me
with their recent products; Lincoln, not so much. I wonder if the
lincoln interpretation of 'american luxury' (big, boat' will allow the
division to prosper, even with the quite attractive designs they're
coming out with.
I have to admit I was a little shocked to see the Zephyr (Lincoln) (looking
at cars in my dealer's showroom)
It is small for a Lincoln. the Lincolns I'm accustomed to (along with Caddys
and Crown Vics) are big 4-wheeled ocean-liners. Built like little tanks :)
I drove a 2k1 Crown Vic last weekend (belongs to my *almost* stepfather),
it's a Police Interceptor version Crown Vic, and the thing's a real sleeper.
I'm trying to get him to sell it to me :)
(so much smoother and alive than my 4-banger Contour)
Just a thought, I would *love* to try an all-wheel-drive version of those
things (if they existed). they would rock.
(='.'=) This is Bunny. Copy and paste bunny into your
What have been the sales figures
for Mercury over the years?
What kind of buyer do they appeal to?
With Oldsmobile it was a long and
slow painful death as sales declined
and GM frantically trying to appeal
to younger buyers with things like
the trucks and minivans with the Oldsmobile name but it was hopeless.
Hopefully Mercury is not in that kind
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