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Mercury gets $23 million toward advertising

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Ford is pumping up the advertising at Mercury...more evidence the brand probably isn't going anywhere. I think if the AWD is advertised, Milan sales should pick up next year.

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DETROIT -- Mercury is spending $23 million on a fourth-quarter marketing campaign to jump-start U.S. sales of the Milan sedan.

Mercury executives have told dealers the advertising push is part of a plan to sell at least 50,000 Milans annually.

Through November, Mercury sold 32,980 Milans. That puts it on pace to sell fewer than 40,000 for all of 2006.

So Mercury has some work to do to hit its target. That's where the new marketing campaign comes in.

"We'll get more momentum with our advertising," said Mike Richards, Lincoln Mercury general marketing manager. "You get more word of mouth."

Mercury started running new Milan TV commercials in early October. Two spots tout features of the 2007 model. One focuses on all-wheel drive. The second emphasizes what Mercury officials describe as "cool features," such as an iPod jack.

Milan sales picked up in November, Richards said. He wouldn't confirm the sales target or the advertising budget for the Milan.

But marketing support on the Milan is expected to continue at strong levels into 2007, Richards said.


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Guest YellowJacket894

The sooner Mercury goes, the better.

Would be kind of cool if someone purchased Plymouth, Olds, and Mercury, the rights to the names used on cars from each division, and the styling and logos used, and just start making those cars like they used to again. Would be really neat to see them under the same umbrella, too.

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Back on topic...good for Ford.  Hope they succeed.


Personally I think they will. A year from now their future will probably look like a lot like GM's future does right now. Not necessarily GREAT, but definitely much better.

Edited by AxelTheRed

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Mercury is (according to JD Power) FoMoCo's highest-quality brand. If they would stop rebadging Ford's, Mercury could be a huge cash cow for the company. All it needs is actual opportunity.

Edited by AxelTheRed

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