• Oct 14, 2008
Ford has promised that the Mercury brand will live on in a way that sets the marque apart from it's Blue Oval-badged siblings. Many Autoblog readers have commented that Ford should utilize its European models to meet this end, and all indications are that you were right on. Ford has said that the next all-new Mercury would come in 2010, and Ford of Europe CEO John Fleming told Automotive News that the vehicle will "likely" be designed and engineered in Europe. The reason for Mr. Fleming's confidence comes from the fact that the new vehicle will be based on the Ford Focus platform, and that vehicle architecture will, for the foreseeable future, be developed overseas.

Ford of Europe currently builds the C-Max, the three-, four-, and five-door Focus and the Kuga off the C-platform, meaning any one of those variants could one day wear a Mercury waterfall grille. While it would essentially still be a rebadged Ford, this new Merc will be a slightly reworked version of a vehicle that won't otherwise be sold stateside, so it will be new to us. That sounds a lot better than the Mercurys we have today.

[Source: Automotive News, sub. req'd]


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  • 29 Comments
      • 6 Years Ago
      By the way, here is a picture of my 2 Merkurs...

      http://photos-g.ak.facebook.com/photos-ak-snc1/v316/107/1/663128729/n663128729_885830_3226.jpg

      http://photos-c.ak.facebook.com/photos-ak-snc1/v316/107/1/663128729/n663128729_885834_4634.jpg

      The silver one is the Scorpio I've owned for 10 years and is a regularly driven car. I just got the white one this August and am in the midst of restoring her. By the way, the silver car has won numerous awards, while the white car is an extremely rare 5-speed model.
      • 6 Years Ago
      Um, Mr. Kamdar, if you were so concerned with the Ford hybrid sedans, you would probably know that they are being announced this fall and will go into production early 2009...along with the refresh of the Fusion, Milan and MKZ.
      • 6 Years Ago
      I personally own 2 1989 Merkur Scorpios, and I think they're great cars. They do require a bit more attention than some other cars of similar vintage, but the handling, comfort, and build quality are fantastic. As a matter of fact, it will be 10 years this December since I got my first Scorpio. I swear I'll keep the car till the day I die!

      While price and reliability issues were problems when Ford attempted to sell the Merkur XR4Ti and Scorpio, the main things that did the brand in were A) hard-to-pronounce name (correct pronunciation: mare - COOR) and B) terrible marketing. Believe me I know...I did my graduate project on this subject and it's just amazing how badly Ford marketed these cars.

      While I'm a huge Merkur fan, Ford would obviously be ill-advised to bring back this name. However, I think European Mercurys are a great idea, and could be just the ticket to turning the brand's image around. I'm just not sure they'll be able to sell them at a price-point buyers expect from Mercury. With the current exchange rate, these cars will likely cost quite a bit more than the current line-up unless Ford establishes U.S. production for them.
      • 6 Years Ago
      The most obvious thing would be to sell the next generation hatches as Ford Focus and the sedan and wagon as Mercurys. Or vice-versa
      • 6 Years Ago
      Now this is surprising. Ford is actually getting advice from us bloggers with good ideas.
        • 6 Years Ago
        You're actually shocked? A rebadged euro has been in the cards since ford announced that mercury will live. If Ford is intending to make money off this brand, then the best idea is to use a model already amazing.

        We had nothing to do with this...but if it were the case, then Ford I want a Euro Focus, Ka, Kuga, Mondeo in Mercury form!
        • 6 Years Ago
        Either way, it's a good thing!

        Also, about Ford not listening to "us". That might not be entirely true! A friend of mine (N.W.) is friends or has some sort of business with another guy that harvests data from Blogs and sells it to big companies so they can get our words of wisdom on their products!

        It's kinda funny because he took a ten year old technology that anyone can buy for $29.99, repackaged it and make it "scrape web data" and pull it into a database". It's funny because it's so easy to do and companies are buying this data for big bucks!

        Come to think of it. I should start my own version! Be back in 10 minutes! :) LOL jk

      • 6 Years Ago
      NEXT GEN MONDEO WITH A MERCURY BADGE

      all I'm asking.......
        • 6 Years Ago
        1) Exchange have nothing to do with car prices. Nothing.

        2) The Mondeo costs just as much as the European-market Audi A4. It's a premium car regardless of exchange rates.
        • 6 Years Ago
        Only problem with that is that the Mondeo is built over there, and the current exchange rate would mean it would be priced $10K+ above the current Milan. It might be a better car, but it isnt worth $10K more. I think the Kuga is the best idea, replace the Mariner with that.
      • 6 Years Ago
      Hopefully the Mercuries will be more aggressively tuned. Americans that prefer softer rides can get Fords. Make Mercury into a sporty but economical and environmentally friendly.
      • 6 Years Ago
      THANK YOU FORD!
        • 6 Years Ago
        Great, but people still won't buy it. When automakers follow the advice of commenter in blogs, it rarely works out.
      • 6 Years Ago
      How about Ford actually giving buyers cars that they promised to? Like a hybrid version of the Mercury Milan? Somehow, one new product on sale does seem a much better idea than any number of announcements . . .

      Plans are a good thing, but fulfilling promises is even better. The Milan hybrid, as I recall, was promised two years ago and is still unavailable.
      • 6 Years Ago
      Ford is NOT planning on selling its 33% stake, its simply an option thats on the table. When these rumors get posted, people assume that they are facts before anything is set in stone.
        • 6 Years Ago
        UPDATE 1-Ford asks Denso to buy part of Mazda stake-Nikkei

        TOKYO, Oct 16 (Reuters) - Ford Motor Co (F.N: Quote, Profile, Research, Stock Buzz) has asked Japanese auto parts supplier Denso Corp (6902.T: Quote, Profile, Research, Stock Buzz) to buy part of its stake in Mazda Motor Corp (7261.T: Quote, Profile, Research, Stock Buzz), the Nikkei business daily reported on Thursday.

        Denso, the world's largest listed auto parts maker and a core supplier of Toyota Motor Corp (7203.T: Quote, Profile, Research, Stock Buzz) group, is likely to consider the request because it wants to expand business with business with Mazda, the Nikkei said.

        The number of shares that Denso would buy and the price has not yet been negotiated, but Denso was likely to acquire less than 1 percent of Mazda's stock from Ford, the paper said.

        Mazda's market value is around 380 billion yen ($3.8 billion) and the purchase of a 1 percent stake would cost about 3.8 billion yen.

        Ford and Mazda both declined to comment on the report.

        A Denso spokeswoman said no decision warranting disclosure had been made.

        Ford has a 33.4 percent stake in Mazda. A person familiar with the matter said over the weekend that Ford was considering selling some of its stake in Mazda as it struggles with weakening sales and a global credit crunch.

        The Nikkei reported that Ford had approached between 20 and 30 prospective buyers for its shares in Mazda.

        Trading houses Sumitomo Corp (8053.T: Quote, Profile, Research, Stock Buzz) and Itochu Corp (8001.T: Quote, Profile, Research, Stock Buzz) have expressed interest, the newspaper said.

        Mazda may also buy back some of its own shares, it said.

        Mazda's shares were down 4.6 percent at 272 yen, outperforming a 9.8 percent fall in the benchmark Nikkei average .N225. Denso shares were 8.9 percent lower at 1,818 yen.
      • 6 Years Ago
      Didn't ford sell the ford Mondeo in the USA as the Mercury Mystique as well as selling the Ford scorpio and Ford Sierra XR4i under the Merkur brand ? They did not sell well in the usa
        • 6 Years Ago
        .... and Ford Contour.... the problem was
        A) first generation's front and back were restyled for an American aftertaste.... not a good idea
        B) 1st generation was introduced a year after Euro version, second facilifted generation arrived 2 years after the European restyling took place
        C) Euro Mondeo was made in Europe, Belgium.... US versions were built in US/Mexico.... not a good idea. Mondeo was actually very reliable car. Unusual for Ford in 1993.
      • 6 Years Ago
      Ooooh! Just had another thought. What if Ford is really planning to use Volvo to revitalize Mercury? And then use Ford of Europe to improve Ford of America? That might work.
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