mustang84

Mercury will compliment Lincoln

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Ford Motor Co. will reposition Mercury as an entry-level premium brand that will support Lincoln, according to senior executives.

Lincoln will no longer get any smaller vehicles, as had been planned, while Mercury will only get smaller cars and crossovers, said Derrick Kuzak, Ford's global product chief.

"Mercury and Lincoln will complement each other," Kuzak told The Detroit News Thursday. "Lincoln will start with midsized sedans and move up from there."

http://www.detnews.com/apps/pbcs.dll/artic.../807260344/1148

This explains why the Sable will not be returning with the 2010 Taurus and why the Mountaineer has been left for dead.

For the sake of sales, I would hope they still keep a Milan midsize and then move the MKZ further upmarket. Or, if they develop a midsize RWD platform in the future, put the MKZ on it and give Lincoln a true CTS/3-series/C-class competitor.

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wow, great plan. GM, you listening?

"Mercury brings a younger, more female customer than the Ford brand," Kuzak said during a briefing with reporters earlier Thursday. "We're focusing (Mercury) very much on small, fuel-efficient products."

exactly! have i not said this already? its always about women buys! and women don't want a 'ford'. and lincoln was too gray for them too.

women are always about image and the superficial. to keep lincoln and Jill means now ford has some outlet for this bunch.

If Saturn had a clue this is what they would do with themselves......pitch to women. women don't want a 'chevy'. that's also why you just can't have chevy and cadillac only. women will never just want a chevy. they're too shallow, no matter how good you make the product.

Edited by regfootball
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Wow. I am really impressed! No matter what happens to GM, if Ford keeps using their noggin they will always be around.

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"Mercury brings a younger, more female customer than the Ford brand," Kuzak said during a briefing with reporters earlier Thursday. "We're focusing (Mercury) very much on small, fuel-efficient products."

Wow...

How many times have I said this on these boards?

Looks like Ford has it's sh*t together... If only GM we so decisive.

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Arent you bashing GM for bringing more FWD, 4cyl, smaller cars to the market at the expense of RWD, V8 powered cars? So FOrd has its $h! together, but GM doesn't, even though they have similar plans, Ford just has fewer brands to cover, which makes it a hell of a lot easier.

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So I guess Mercury will become the higher volume partner of the Lincoln-Mercury combo now? Just a few months ago, Ford was claiming that Mercury would be downplayed in order to push Lincoln into the limelight and higher volume. I still think that Lincoln could handle the entire premium segment on its own, but at least this plan is much better than the current setup. With Mercury becoming a small premium car specialist to complement Lincoln's role as midsize-to-large premium car specialist, Mercury will at last be relevant once again and no longer an in-house competitor or cannibalizer of Ford Division sales. The results of this plan should prove to be very interesting and exciting.

Although I don't fully agree with the plan, it still seems like Ford is finally starting to get its act together. I have high hopes for their future.

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Arent you bashing GM for bringing more FWD, 4cyl, smaller cars to the market at the expense of RWD, V8 powered cars? So FOrd has its $h! together, but GM doesn't, even though they have similar plans, Ford just has fewer brands to cover, which makes it a hell of a lot easier.

I never said anything about GM bringing FWD cars to market at the expense of RWD cars. I want both Zeta and Epsilon (as I have expressed numerous times) not just Epsilon.

I am not a diehard BOF RWD V8 fan. I just want the option of having a V8 RWD car. I never said anything about offering less FWD cars (In fact, I was championing the G3 in the Pontiac section.)

Edited by FUTURE_OF_GM
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so will merc loose the sable again? i guess merc will keep the milan? so the mountaineer will be axed...and grand marquis

just milan, mariner and something smaller will survive? ..ala buick, but smaller. lol

this does make lots of sense.

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Milan and Mariner sell huge to women who can not stomach a Ford name on their car.

To add a compact Mercury is brilliant as you can sell that to the same anti Ford women.

I would not have killed the Sable. Oh well.

I think Mercury will need some sort of coupe or roadster in this scenario. I would get them a unique 3 row vehicle also.

Mercury will need one 'brand defining' vehicle....that is what i see missing here, unfortunately.

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This is a great idea and an excellent way of keeping Mercury relavant and giving it a clear place in the brand portfolio without overlapping Ford or Lincoln.

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Maybe declaring a premium stance justifies bringing Euro Fords here as Mercurys.

Can a Capri or a Cougar come of it is my question....

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In the next 5 years or so, I can see Mercury having a Mariner (Ecosport or Kuga?), Milan, C-Max, Euro Focus, and a small coupe (like that Capri sketch that was shown a while ago).

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I just don't get the excitement. Mercury and Lincoln are the most boring brands ever.

When I see that Lincoln MKZ I just cringe. How to destroy a luxury brand.

It looks like a tarted up Mazda. Think of it!...a Mazda Lincoln!....what the hell has happened

to the great American car?!

And Mercury, well, I bet it will continue on as rebadged whatever and die a slow death.

It hasn't been anything close to unique since the early 60s and the original Cougar...

why does anyone think that will change?

I don't even know what a Mercury is. What is a Mercury? It conjures up nothing. Ford

destoryed the differences between Ford and Mercury a long time ago. And sales have

steadily declined as a result.

Here in Canada, Mercury has been gone since 1999 with the exception of the Grand Marquis

which is badged a Mercury but sold as a Ford.

Ford is the Ford F-150. Cars hasn't been their thing since they destroyed the Taurus. Now Ford

is getting all innovative with all these new plans. Remains to be seen. Ford has had many plans

that have amounted to nothing. This better work or they are in deeper $h!.

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To me, the upcoming revised relationship between Mercury and Lincoln would be very different from what it is today. Mercury will be given exclusive vehicles that will not directly overlap with Ford Division's mainstream, volume products, or Lincoln's midsize-large premium products.

Here's what I see happening with the current Mercury lineup:

* Sable: Discontinued when the 2010 Ford Taurus reaches the market. No replacement planned since it would overlap with the MKS and be out of step with the future premium small car role the corporation assigned to Mercury.

* Mountaineer: Discontinued when the next gen unibody Explorer reaches the market. The truck/SUV market is shrinking and Ford is more than capable of handling this segment on its own. Besides, the Mountaineer is a midsize SUV and Mercury will focus on compact class or smaller products.

* Grand Marquis: Discontinued. This ancient product should have been retired years ago. A full size RWD sedan will not be in Mercury's future since this product would be out of step with the division's new premium small car role in the revised Lincoln-Mercury combo division.

* Milan: Will survive as a midsize sedan until the next gen Fusion/MKZ go into production for the 2012 model year. The next generation will shrink to compact size to slot below the next generation MKZ in Lincoln-Mercury's combined lineup and be based on the C1 platform. I would like to see them continue to use the Milan name for this downsized vehicle.

* Mariner: Will survive in its current form until a C1 based premium compact crossover can be developed and produced for the combined Lincoln-Mercury division. This crossover would be more premium than the current Mariner and would slot below the MKX in Lincoln-Mercury's crossover lineup. I do hope that the Mariner name is retained for the next generation C1 based product.

I think the future Lincoln-Mercury lineup would look something like this:

* Mercury Lynx: Premium subcompact 3-door/5-door/wagon on the B3 platform ("New Mercury small car in 2010"?).

* Mercury Tracer: Premium subcompact crossover on B3 platform.

* Mercury Milan: Premium compact sedan/coupe-cabrio/wagon on the C1 platform.

* Mercury Mariner: Premium compact crossover on C1 platform.

* Mercury Capri: Premium RWD retractable hardtop roadster on the Mazda MX-5 platform.

* Mercury Cougar: Premium RWD coupe-cabrio based on an IRS version of the Mustang D2C platform.

* Lincoln MKZ: Premium midsize sedan/coupe-cabrio/wagon on the EUCD platform.

* Lincoln MKX: Premium midsize crossover on the EUCD platform.

* Lincoln MKS: Premium large sedan on the D3 platform.

* Lincoln MKC: Premium large crossover on the D4 platform ("New Lincoln 7-passenger crossover in mid-2009"?). Styling based on the MKT Concept.

* Lincoln MK9: Premium Flagship RWD 4 door coupe based on the MKR Concept.

Note: I added wagons to the Lynx, Milan, and MKZ lines in case Ford still plans on expanding Lincoln-Mercury beyond the U.S. market.

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I just don't get the excitement. Mercury and Lincoln are the most boring brands ever.

When I see that Lincoln MKZ I just cringe. How to destroy a luxury brand.

It looks like a tarted up Mazda. Think of it!...a Mazda Lincoln!....what the hell has happened

to the great American car?!

And Mercury, well, I bet it will continue on as rebadged whatever and die a slow death.

It hasn't been anything close to unique since the early 60s and the original Cougar...

why does anyone think that will change?

I don't even know what a Mercury is. What is a Mercury? It conjures up nothing. Ford

destoryed the differences between Ford and Mercury a long time ago. And sales have

steadily declined as a result.

Here in Canada, Mercury has been gone since 1999 with the exception of the Grand Marquis

which is badged a Mercury but sold as a Ford.

Ford is the Ford F-150. Cars hasn't been their thing since they destroyed the Taurus. Now Ford

is getting all innovative with all these new plans. Remains to be seen. Ford has had many plans

that have amounted to nothing. This better work or they are in deeper $h!.

Harley, I don't think you're giving Ford credit where it is due, especially when it comes to the cars. Mustang, Fusion, Five Hundred/Taurus are all excellent vehicles; the Taurus' big problem is its looks, but mechanically it is probably one of the best built vehicles Ford has produced in decades. And the 2010 Taurus / Taurus SHO could be like 1986 all over again.

Ford's plans for Mercury include no more rebadging of Ford NA vehicles; for example, they will get the Euro Focus while Ford will keep the cheaper Focus. I've also heard they will have their own unique models, which is what we have been clamoring for. I don't know why so many people want this brand to die, because once it's gone it will never come back like Oldsmobile. Mercury has been lost in the shuffle the last few years, but Mulally plan is sound and will bring back both Ford and Lincoln. It's just going to take time.

I don't even know what a Mercury is. What is a Mercury? It conjures up nothing.

That is exactly what will save this brand. It has no baggage.

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You know, I keep spotting Mercury Milans being driven by Mercury's self described target market; The mid-20s, stylish, woman, not yet married, who 5 years ago would have ended up in a Jetta and would gag on the prospect of driving a Ford.

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Trust me on this....I don't want Mercury to die. I want Plymouth back. AMC. Oldsmobile.

I was stating some realities of Ford's neglect of Mercury. If they actually make this brand

relevent, I'll applaud them. I'm all for American companies to compete and succeed wildly.

Ford has had a few of these public announcements of upcoming plans that haven't come

to fruition. I'll believe it when I see it. I'm not hopeful about Mercury. Ford just loves

rebadging. I mean look at the ridiculous Lincoln pickup. Can it be anymore obvious this

is a Ford F-150?

I wish them well. I want them to succeed and Chrysler too.

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Ford just loves

rebadging. I mean look at the ridiculous Lincoln pickup. Can it be anymore obvious this

is a Ford F-150?

I've read that that turd is being dropped..(Mark LT). Was a bit more successful than it's equally lame predecessor, the Blackwood. The F150 Platinum replaces it. The idea of luxury pickups still seems a bit absurd to me.

Edited by moltar
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I've read that that turd is being dropped..(Mark LT). Was a bit more successful than it's equally lame predecessor, the Blackwood. The F150 Platinum replaces it. The idea of luxury pickups still seems a bit absurd to me.

It made sense when the Blackwood came out. People were buying trucks and luxury SUVs in droves, it seemed logical that there would be a market for a luxury pickup. The Blackwood failed because it was RWD only and had a carpeted bed that wasn't very practical. Cadillac did it much better with the Escalade EXT.

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Trust me on this....I don't want Mercury to die. I want Plymouth back. AMC. Oldsmobile.

Bringing back a brand (Plymouth, Olds, DeSoto) is one thing. It's all but impossible to bring back a whole company (AMC, Studebaker)...the only people capable these days are the Chinese.

I was stating some realities of Ford's neglect of Mercury. If they actually make this brand

relevent, I'll applaud them.

It's not too late. They have plenty of options, if they have the cash (and care).

I'm all for American companies to compete and succeed wildly.

Ford has had a few of these public announcements of upcoming plans that haven't come

to fruition. I'll believe it when I see it. I'm not hopeful about Mercury. Ford just loves

rebadging. I mean look at the ridiculous Lincoln pickup. Can it be anymore obvious this

is a Ford F-150?

I wish them well. I want them to succeed and Chrysler too.

Unlike a lot of folks who would seemingly be happy if the Detroit three went the way of the British companies (bought out by every other country if not folded) while they chug along pissing away our money to Japan (Honda, Toyota) and Germany (BMW, Mercedes). And you're right, same-market badge engineering does us no favors. Pontiacs that are Chevys with a red arrowhead gotta go too.

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I never said anything about GM bringing FWD cars to market at the expense of RWD cars. I want both Zeta and Epsilon (as I have expressed numerous times) not just Epsilon.

I am not a diehard BOF RWD V8 fan. I just want the option of having a V8 RWD car. I never said anything about offering less FWD cars (In fact, I was the G3 in the Pontiac section.)

RWD cars have been a small niche at GM for over a decade...FWD V6 models have been their mainstay as far as cars..but I can see more FWD cars for GM at the expense of RWD/4wd trucks and SUVs, which was their other mainstay over the last decade.

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Cars and trucks are not boxes of laundry detergent.

This is not just a business, and these aren't just products.

It's much more than that. They are an emotional thing,

have become a part of us. It's like they become part

of our personna. Soap doesn't do that for me.

So I don't want to see a Pontiac grill insert on a Cobalt

and call it a day. It's a very cynical act.

Just say no to rebadging.

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I just don't get the excitement. Mercury and Lincoln are the most boring brands ever.

When I see that Lincoln MKZ I just cringe. How to destroy a luxury brand.

It looks like a tarted up Mazda. Think of it!...a Mazda Lincoln!....what the hell has happened

to the great American car?!

And Mercury, well, I bet it will continue on as rebadged whatever and die a slow death.

It hasn't been anything close to unique since the early 60s and the original Cougar...

why does anyone think that will change?

I don't even know what a Mercury is. What is a Mercury? It conjures up nothing. Ford

destoryed the differences between Ford and Mercury a long time ago. And sales have

steadily declined as a result.

Here in Canada, Mercury has been gone since 1999 with the exception of the Grand Marquis

which is badged a Mercury but sold as a Ford.

Ford is the Ford F-150. Cars hasn't been their thing since they destroyed the Taurus. Now Ford

is getting all innovative with all these new plans. Remains to be seen. Ford has had many plans

that have amounted to nothing. This better work or they are in deeper $h!.

oh geez. ford has DIRECTION. GM does not. who's in deeper $h!?

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Cars and trucks are not boxes of laundry detergent.

This is not just a business, and these aren't just products.

It's much more than that. They are an emotional thing,

have become a part of us. It's like they become part

of our personna. Soap doesn't do that for me.

So I don't want to see a Pontiac grill insert on a Cobalt

and call it a day. It's a very cynical act.

Just say no to rebadging.

toyota hyundai subaru kia etc.

yeah, they aren't just 'products'.

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