What's a Mercury? That's a question that's been on the lips of senior execs at FoMoCo for some time. Positioned between Ford and Lincoln, the badge-engineered brand has been lacking defined products for over a decade, but according to the Derrick Kuzak, Ford's global product chief, that's going to change.
Mercury will be repositioned as an entry-level premium brand that will still slot in below Lincoln, but will be made up entirely of small vehicles and crossovers. Lincoln dealers, on the other hand, will be stocking mid-size sedans and larger vehicles, while Mercury will focus on smaller, more fuel-efficient products.
The first move on Mercury's part to reestablish itself will come in the form of a new small car, derived from an unnamed Ford vehicle, which is slated to go on sale in 2010. The Milan and Mariner will remain, but the Sable, Moutaineer and Grand Marquis might be nixed since they won't fit in with Mercury's newest makeover.
[Source: Detroit News]
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Reader Comments (Page 1 of 4)
Shipey @ Jul 28th 2008 9:03AM
Mercury Kugar?
Vintage @ Jul 28th 2008 9:41AM
What is a mercury? It's a car for old people not rich enough to buy a lincoln. IMHO.
policyvote @ Jul 28th 2008 11:01AM
Nice pun.
Peace
policy
Avinash machado @ Jul 28th 2008 9:05AM
Great to see that Mercury is not being killed. As for the small car do you think it might be a Fiesta derivative?
2007RC46SP2 @ Jul 28th 2008 9:10AM
"Mercury will be repositioned as an entry-level premium brand that will still slot in below Lincoln"
don't think so.
Mel. R @ Jul 28th 2008 9:47AM
It might be the Focus convertible. I believe I saw a sidebar ad for it on Top Gear's website.
Polly Prissy Pants @ Jul 28th 2008 9:50AM
Me neither. Lincoln is already an entry level Premium brand. Anything lower would be your average Ford or Chevy. IMO they're going to have to move Lincoln WAY upmarket to make room for an entire so-called entry level premium brand.
MemphisNET @ Jul 28th 2008 10:46AM
If they can bring Lincoln further upmarket, then this would make sense AND be a great plan. But as always, its all in the products.
t @ Jul 28th 2008 12:27PM
Um, how is this any different than how they are defined right now? Nothing has changed. Mercury will still be rebadged Fords that force Fords to be dumbed down to make room for them in the lineup. Eeek!
John @ Jul 29th 2008 9:07AM
@t
It's a very different plan.
First of all Lincoln Mercury dealerships need a range of products to stay in business.
Killing Mercury gives Ford a world of legal hurt and is a hardship for LM dealers.
Building a whole range of Mercurys which are rebadged Fords is expensive and detrimental to the Ford Brand.
Limiting Mercury to smaller upscale cars and CUVs keeps them from competing with Lincoln, and therefore compliments Lincoln.
With a smaller range of vehicles, Mercury can afford to create more unique products, while sharing platforms with Ford.
This gives Mercury a specific purpose, which they didn't have before, and it frees Lincoln and Ford brands to have there own specific roles.
I think it could work well, and I am pleased for the Mercury fans.
ronzo @ Jul 28th 2008 9:06AM
*yawn*
BigMcLargeHuge @ Jul 28th 2008 9:09AM
I understand this post is actually about the article, and I think its a good idea to have a brand focused on small cars.
But that emblem is blingin'. Not in a good way, I have to say.
dantzig @ Jul 28th 2008 10:48AM
while we're commenting on the photoshop job, i'll point out that the car is red ... i thought mercury vehicles only came in shades of silver. you know, silver, greenish silver, bluish silver ... isn't that it?
policyvote @ Jul 28th 2008 11:00AM
@dantzig--
Aping Toyota's 'gray+' scheme, yes.
Peace
policy
CarlosMC @ Jul 28th 2008 2:07PM
Yeah, talk about oversized 8O
Randy @ Jul 28th 2008 5:26PM
So now Toyota invented the color grey as a scheme?
Why don't you credit them with mass production while you're at it. I'm sure Henry Ford wouldn't mind!
Kimura @ Jul 28th 2008 9:10AM
This is an excellent way to reposition Mercury as a more premium brand than Ford, and keep it from overlapping Lincoln. Plus, Ford Europe's design language seems to fit well to wearing a Mercury badge.
It would be nice to see the Kuga, Mondeo, and such here.
In addition, positioning it as the maker of of small, preium, fuel efficient cars, the timing couldn't be better. Bold Moves indeed.
Polly Prissy Pants @ Jul 28th 2008 10:06AM
"...positioning it as the maker of of small, preium, fuel efficient cars, the timing couldn't be better."
Well, they could have made this decision 5 years ago. Or even 2 years ago. That definitely would have been better timing. Deciding that you need to change directions after you've already hit the iceberg is not good timing, nor is it good leadership.
Pay for performance indeed....
joe23521 @ Jul 28th 2008 11:20AM
I'd buy that Mercury Kuga in a heartbeat. Still miss my '94 Mercury Couga'...
PhattyDre16 @ Jul 28th 2008 12:46PM
@ Prissy Pants
Gas 5 years ago was around $2 / gallon. Nobody expected the price to more than double in 4 years.