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Mercury to see a new Tracer

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Mercury to see a new Tracer

Dealers to get compact by end of '11

BY BRENT SNAVELY

FREE PRESS BUSINESS WRITER

Dealers' fears that Ford would someday shut down the Mercury brand have been put to rest -- for at least a few years.

Ford plans to bring back the Tracer name on a new compact that will be added to Mercury's lineup by the end of 2011. That will give dealers their first added nameplate in five years and a shot at competing in the growing small-car segment.

"Anytime we see product coming ... it is a clear indication of the manufacturer's commitment to the brand," said Bill Chope, president of the Crest Automotive Group in Sterling Heights.

Last month, Ford told dealers at the National Automobile Dealers Association Convention that it is committed to producing a new Mercury by the end of 2011. Ford hasn't confirmed a name for the new car.

However, Michael Stanford, owner of Varsity Lincoln Mercury in Novi, said Ford executives have told dealers that the car will be named Tracer, after the model Mercury sold between 1987 and 1999, and it will be built off the Ford Focus platform.

Ford sold 576,190 Tracers during its lifetime. The model was a sibling of the once-popular Ford Escort compact.

Mercury, stationed between the mainstream Ford and upscale Lincoln brands, has long been considered a brand whose fate is in jeopardy -- despite Ford's assurances to the contrary.

That's because of the brand's falling sales and shriveling lineup. The Mercury brand now sells just four vehicles that are essentially upgraded Ford models: the Mercury Mariner compact SUV, the brand's most popular model; the Milan midsize sedan; the Grand Marquis and the Mountaineer full-size SUV.

U.S. sales of Mercury cars and trucks peaked in 1985 at 528,033. Last year, they had fallen to 92,299, according to Autodata.

"Our customers have voiced concerns as well," said Paul Coraggio, Lincoln Mercury manager at Tom Roush Lincoln Mercury in Westfield, Ind. "They've said 'I've heard through the grapevine that Mercury is going away.' "

In defense of Mercury

But Aaron Bragman, automotive analyst for IHS Global Insight, said Mercury fills an important niche for Ford.

In 2009, 42% of Mercury buyers were female, compared with 35% for Lincoln, according to J.D. Power and Associates. The brand also allows Ford to gain incremental sales volume with modest expense off vehicles primarily designed for the Ford brand.

What's more, Mercury also generates critical sales volume for Lincoln Mercury dealers, Bragman said, and helps boost their profit margins.

While the company no longer has any stand-alone Mercury franchises, Ford had 292 Lincoln Mercury dealers who did not have a Ford franchise at the end of 2009. That's down from 357 Lincoln Mercury dealerships at the end of 2008, but Ford still needs to help those dealers stay viable, said Ford spokesman Steve Kinkade.

Meanwhile, the total number of combined Ford, Lincoln and Mercury franchisees has increased to 3,553 in 2009 from 3,430 in 2008.

"Mercury's biggest function is to serve as an entry-level brand for Lincoln," Bragman said. "And it serves to really help out Lincoln dealers."

A shrinking lineup

But William Stalnaker, owner of Central Florida Lincoln Mercury, said Ford needs to do more than introduce one new car if it really wants to help the brand.

Mercury hasn't added a new nameplate since the Milan was introduced in 2005, and the aging Grand Marquis is made at Ford's St. Thomas Assembly Plant in Ontario, which is to close in 2011.

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Mercury is actually losing two nameplates... the Grand Mark and the Mountineer.

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If Mercury primarily appeals to females, then why is FoMoCo resurrecting the "Tracer" name? "Tracer" really doesn't sound like a name that any company would use to fool a woman into believing that she is driving something more upscale and fashionable than a "common" Ford. The name is rather dorky and sterile. I think Mercury would be better off resurrecting the "Mystique" or "Topaz" names (or simply coming up with a new name) if the goal is to appeal to women who think they are too good to drive anything with a blue oval on the front of the car. These 2 names would more than likely resonate better with the target demographic. I just can't see Jill Wagner attempting to convey the virtues of a Tracer on T.V. It just seems wrong somehow. "Milan" and "Mariner" are both names that have a bit more character and premium appeal than their "Fusion" and "Escape" counterparts. The name given to the compact car should follow suit. "Tracer" simply doesn't cut it.

I still think FoMoCo intends on eventually combining all 3 brands into a single dealer network configuration and eliminating Mercury shortly thereafter. If this new compact car is just a new gen Focus sedan with different front and rear fascias, then I would be inclined to believe that this is the ultimate goal. If Mercury's lineup continues to consist of modestly modified Ford products, then the brand will be easier to eliminate once all 3 brands are being sold under the same dealership roof. Keeping Mercury alive at this point could possibly be an effective stopgap measure to provide some volume sales for stand alone Lincoln-Mercury dealerships until those dealerships can be eliminated.

I really hope I'm wrong because I see a viable niche that Mercury could fill in FoMoCo's brand hierarchy.

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If Ford really intends on making Mercury a small premium car brand, then they should eliminate any overlap between Mercury and Lincoln. Lincoln should handle all products that are midsize and larger while Mercury should handle all products that are compact and smaller. This means that Mercury should lose the Milan and Lincoln shouldn't receive anything smaller than the MKZ and MKX.

Basically, Lincoln/Mercury would look something like this:

* Mercury Lynx: Subcompact retractable hardtop roadster on the B-car platform.

* Mercury Capri: Compact retractable hardtop coupe on the C-car platform.

* Mercury Milan: Compact sedan on the C-car platform. Exterior and interior would be completely unique from its Ford Focus platform mate.

* Mercury Mariner: Compact CUV on the next gen Escape/Kuga platform. Exterior and interior would be completely unique from the next gen Escape/Kuga.

* Lincoln MK6: Midsize retractable hardtop coupe on the EUCD platform.

* Lincoln MKZ: Midsize sedan on the EUCD platform. Next gen MKZ would have a completely unique exterior/interior from its Fusion/Mondeo platform mate.

* Lincoln MKX: Midsize CUV on the EUCD platform. Next gen MKZ would have a completely unique exterior/interior from its next gen Ford Edge platform mate.

* Lincoln MK9: Fullsize retractable hardtop touring coupe on MKS platform.

* Lincoln MKS: Fullsize sedan.

* Lincoln MKT: Fullsize CUV.

I don't agree with this setup (I think Lincoln should be a full line premium division and Mercury should be a well defined niche division), but this is the way FoMoCo should set up Lincoln/Mercury if it truly intends on implementing a smaller (Mercury)/larger (Lincoln) vehicle arrangement for Lincoln/Mercury.

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Mercury should be the upscale gentleman's version of Ford Cars. Lincoln needs to become more like Cadillac and feature unique platforms focused on luxury, technology and performance. In essence Mercury needs to be what Lincoln is now (minus the bloated "so not worth it" prices).

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Mercury should be the upscale gentleman's version of Ford Cars. Lincoln needs to become more like Cadillac and feature unique platforms focused on luxury, technology and performance. In essence Mercury needs to be what Lincoln is now (minus the bloated "so not worth it" prices).

That would be a best case scenario, but I think FoMoCo needs to pay down their debt first. I still think they could expand Lincoln downward size-wise while still making Mercury completely unique and well defined within the confines of FoMoCo's current financial situation. I would like to see Mercury pick up the sportier, more fashion forward vehicles from Ford of Europe's lineup. The Ford brand would carry the high volume mainstream vehicles (with the exception of the Mustang) in the U.S., Mercury would carry lower volume, niche products, and Lincoln would become a full scale (compact to fullsize) premium division.

In this scenario, Mercury would get the following products:

* Lynx: Subcompact 3-door liftback "coupe" and retractable hardtop roadster on the B-platform. The Ford brand would carry the high volume Fiesta sedan and 5-door while Mercury would get the sportier, trendier, and slightly more expensive variants. Lincoln would stay out of the subcompact segment. The Lynx coupe and coupe-cabrio would be sold under the "Ford Puma" name in Europe.

* Capri: Compact 3-door liftback "coupe" and coupe-cabrio. The Ford brand would carry the high volume Focus sedan and 5-door while Mercury would get a Scirocco competitor with an accompanying coupe-cabrio spun off this specialized vehicle (instead of the more traditional Focus like the current CC). The Capri coupe and coupe-cabrio would be sold under the "Ford Verve" name in Europe. Lincoln would get a compact sedan on a slightly stretched version of the C-car platform with its own unique exterior/interior design (MKR?).

* Milan: Midsize 5-door liftback "coupe". The next gen Fusion would align with the next gen Mondeo sedan while the Milan would align with a "4-door coupe" version of the next gen Mondeo. The next gen MKZ would move to the same EUCD platform, but would feature its own unique exterior/interior design.

* Maverick: Compact 3-door utility "coupe". Ford would align the next gen Escape with the next gen Kuga while Mercury would get a 3-door version of the next gen Kuga as a sports utility coupe (a segment BMW started with the X6). I know "Maverick" was a Ford brand name, but it seems to fit this type of product very well. The 3-door version could be sold as the "Kuga Maverick" under the Ford brand in Europe. Lincoln would get a 5-door CUV off this platform with its own unique exterior and interior design (MKC?).

* Mariner: Aligned with the new gen regular length C-Max. Mercury would market this new gen Mariner as an "urban lifestyle vehicle" and it would serve as the brand's compact utility vehicle. Ford would get the next gen Kuga as the next gen Escape while Lincoln would get a CUV (MKC?) spun off the Escape/Kuga platform with its own unique exterior and interior design.

* Magellan or Miramar: Aligned with the next gen S-Max. Like the C-Max, Mercury would market this vehicle as an "urban lifestyle vehicle" and it would serve as the brand's 3-row midsize utility vehicle. Ford would get a next gen Edge spun off the EUCD platform while Lincoln would get a next gen MKX spun off the same EUCD platform with its own unique exterior and interior design.

Long shot ideas for Mercury:

* Cougar: RWD 3-door liftback sports coupe and coupe-cabrio. The Cougar would be spun off the Mustang platform, but it would feature an IRS, modern kinetic styling (as opposed to the Mustang's iconic retro design), and 3-door and coupe-cabrio variants (as opposed to the Mustang's notchback and softtop convertible variants). The 3.7L V6 would be the base engine in the U.S. (Euro versions would start with some sort of EcoBoost 4-cylinder) and the 3.5L EcoBoost V6 would be the optional engine (to further separate it from the Mustang GT 5.0). The Cougar would be sold in Europe under the "Ford Capri" name ("Cougar" sounds too much like "Kuga" and the Capri was always a RWD coupe in the Europe market).

* Villager: New gen Focus wagon given the Outback treatment. The current Focus is sold in an faux SUV Outback-esque "X-Road" trim in Europe. With Ford losing Volvo, it would be sort of cool to see Mercury pick up this niche segment.

* Mountaineer: Next gen Mondeo wagon given the Outback-esque "X-Road" treatment. Again, this would fill a niche for FoMoCo since Volvo is gone.

A couple of additions for Lincoln:

* MK6: Midsize coupe-cabrio spun off the EUCD platform. Unlike the Lynx and Capri coupe-cabrios, this car would have its own unique Lincoln-esque design. It would be sold under the Lincoln brand in any market that FoMoCo chooses to expand the brand. It would not be sold under the Ford brand in any market.

* MK9: Fullsize retractable hardtop touring coupe spun off the MKS platform. This car would become the flagship car of the Lincoln line. Like the MK6, it would have its own unique Lincoln-esque design and only be sold under the Lincoln brand in any markets that FoMoCo chooses to expand the brand. It would not be sold under the Ford brand in any market.

* Basically, Lincoln's lineup would be the MKR (compact sedan), MKC (compact CUV), MKZ (midsize sedan), MKX (midsize CUV), MK6 (midsize coupe-cabrio), MKS (fullsize sedan), MKT (fullsize CUV), MK9 (fullsize coupe-cabrio), and possibly the Navigator (if FoMoCo decides to continue it).

Long shot ideas for Lincoln:

* Continental C By Lincoln: RWD compact sports sedan built off the Cougar platform (meaning an IRS). Instead of marketing this as a normal Lincoln product, it would be marketed as the "Continental C By Lincoln" to differentiate it from the rest of Lincoln's lineup. This car would be able to compete head on with the 3-Series, C-Class, and ATS.

* Continental S By Lincoln: RWD midsize sports sedan built off a lengthened Cougar platform (meaning an IRS). Instead of marketing this as a normal Lincoln product, it would be marketed as the "Continental S By Lincoln" to differentiate it from the rest of Lincoln's lineup. This car would be able to compete head on with the 5-Series, E-Class, and CTS.

This strategy would allow Mercury to complement Lincoln in standalone Lincoln/Mercury dealerships and fill specific niches in combined Ford/Lincoln/Mercury dealerships. Mercury would possibly add market share by carrying vehicle classifications that wouldn't be available under the Ford and Lincoln brands instead of supplying modestly modified versions of Ford brand vehicles that serve as directly competing alternatives. Since Mercury's lineup would be aligned with specific Ford of Europe vehicles, Mercury would essentially be a global brand. In fact, the Mercury name could be expanded into developing markets where the Ford brand is synonymous with affordable transportation.

If the 9 vehicles are too much for a niche brand, then I would be happy to see Mercury get the Lynx, Capri, Milan, Mariner, and Magellan (or Miramar) only. I would be truly estatic to see Mercury get all 9 vehicles, though. I think it would really help pull buyers into standalone Lincoln/Mercury dealerships (if Ford is not convinced to eradicate them).

A minimalist lineup for Lincoln/Mercury would be:

* Mercury: Lynx coupe, Capri coupe, Milan, Mariner, and Magellan.

* Lincoln: MKR, MKC, MKZ, MKX, MKS, and MKT.

This would give Lincoln/Mercury a solid 11 vehicle lineup.

Edited by cire
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That would be a best case scenario, but I think FoMoCo needs to pay down their debt first. I still think they could expand Lincoln downward size-wise while still making Mercury completely unique and well defined within the confines of FoMoCo's current financial situation. I would like to see Mercury pick up the sportier, more fashion forward vehicles from Ford of Europe's lineup. The Ford brand would carry the high volume mainstream vehicles (with the exception of the Mustang) in the U.S., Mercury would carry lower volume, niche products, and Lincoln would become a full scale (compact to fullsize) premium division.

In this scenario, Mercury would get the following products:

* Lynx: Subcompact 3-door liftback "coupe" and retractable hardtop roadster on the B-platform. The Ford brand would carry the high volume Fiesta sedan and 5-door while Mercury would get the sportier, trendier, and slightly more expensive variants. Lincoln would stay out of the subcompact segment. The Lynx coupe and coupe-cabrio would be sold under the "Ford Puma" name in Europe.

* Verve: Compact 3-door liftback "coupe" and coupe-cabrio. The Ford brand would carry the high volume Focus sedan and 5-door while Mercury would get a Scirocco competitor with an accompanying coupe-cabrio spun off this specialized vehicle (instead of the more traditional Focus like the current CC). The Verve coupe and coupe-cabrio would be sold under the Ford brand in Europe. Lincoln would get a compact sedan on a slightly stretched version of the C-car platform with its own unique exterior/interior design (MKR?).

* Milan: Midsize 5-door liftback "coupe". The next gen Fusion would align with the next gen Mondeo sedan while the Milan would align with a "4-door coupe" version of the next gen Mondeo. This "4-door coupe" could possibly be sold as the "Mondeo Milan" under the Ford brand in Europe if there aren't any trademark restrictions on "Milan" in Europe. The next gen MKZ would move to the same EUCD platform, but would feature its own unique exterior/interior design.

* Maverick: Compact 3-door utility "coupe". Ford would align the next gen Escape with the next gen Kuga while Mercury would get a 3-door version of the next gen Kuga as a sports utility coupe (a segment BMW started with the X6). I know "Maverick" was a Ford brand name, but it seems to fit this type of product very well. The 3-door version could be sold as the "Kuga Maverick" under the Ford brand in Europe. Lincoln would get a 5-door CUV off this platform with its own unique exterior and interior design (MKC?).

* Mariner: Aligned with the new gen regular length C-Max. Mercury would market this new gen Mariner as an "urban lifestyle vehicle" and it would serve as the brand's compact utility vehicle. Ford would get the next gen Kuga as the next gen Escape while Lincoln would get a CUV (MKC?) spun off the Escape/Kuga platform with its own unique exterior and interior design.

* Magellan or Miramar: Aligned with the next gen S-Max. Like the C-Max, Mercury would market this vehicle as an "urban lifestyle vehicle" and it would serve as the brand's 3-row midsize utility vehicle. Ford would get a next gen Edge spun off the EUCD platform while Lincoln would get a next gen MKX spun off the same EUCD platform with its own unique exterior and interior design.

Long shot ideas for Mercury:

* Capri: RWD 3-door liftback sports coupe and coupe-cabrio. The Capri would be spun off the Mustang platform, but it would feature an IRS, modern kinetic styling (as opposed to the Mustang's iconic retro design), and 3-door and coupe-cabrio variants (as opposed to the Mustang's notchback and softtop convertible variants). The 3.7L V6 would be the base engine in the U.S. (Euro versions would start with some sort of EcoBoost 4-cylinder) and the 3.5L EcoBoost V6 would be the optional engine (to further separate it from the Mustang GT 5.0). The Capri would be sold in Europe under the Ford brand.

* Villager: New gen Focus wagon given the Outback treatment. The current Focus is sold in an faux SUV Outback-esque "X-Road" trim in Europe. With Ford losing Volvo, it would be sort of cool to see Mercury pick up this niche segment.

* Mountaineer: Next gen Mondeo wagon given the Outback-esque "X-Road" treatment. Again, this would fill a niche for FoMoCo since Volvo is gone.

A couple of additions for Lincoln:

* MK6: Midsize coupe-cabrio spun off the EUCD platform. Unlike the Lynx and Capri coupe-cabrios, this car would have its own unique Lincoln-esque design. It would be sold under the Lincoln brand in any market that FoMoCo chooses to expand the brand. It would not be sold under the Ford brand in any market.

* MK9: Fullsize retractable hardtop touring coupe spun off the MKS platform. This car would become the flagship car of the Lincoln line. Like the MK6, it would have its own unique Lincoln-esque design and only be sold under the Lincoln brand in any markets that FoMoCo chooses to expand the brand. It would not be sold under the Ford brand in any market.

* Basically, Lincoln's lineup would be the MKR (compact sedan), MKC (compact CUV), MKZ (midsize sedan), MKX (midsize CUV), MK6 (midsize coupe-cabrio), MKS (fullsize sedan), MKT (fullsize CUV), MK9 (fullsize coupe-cabrio), and possibly the Navigator (if FoMoCo decides to continue it).

Long shot ideas for Lincoln:

* Continental C By Lincoln: RWD compact sports sedan built off the Cougar platform (meaning an IRS). Instead of marketing this as a normal Lincoln product, it would be marketed as the "Continental C By Lincoln" to differentiate it from the rest of Lincoln's lineup. This car would be able to compete head on with the 3-Series, C-Class, and ATS.

* Continental S By Lincoln: RWD midsize sports sedan built off a lengthened Cougar platform (meaning an IRS). Instead of marketing this as a normal Lincoln product, it would be marketed as the "Continental S By Lincoln" to differentiate it from the rest of Lincoln's lineup. This car would be able to compete head on with the 5-Series, E-Class, and CTS.

This strategy would allow Mercury to complement Lincoln in standalone Lincoln/Mercury dealerships and fill specific niches in combined Ford/Lincoln/Mercury dealerships. Mercury would possibly add market share by carrying vehicle classifications that wouldn't be available under the Ford and Lincoln brands instead of supplying modestly modified versions of Ford brand vehicles that serve as directly competing alternatives. Since Mercury's lineup would be aligned with specific Ford of Europe vehicles, Mercury would essentially be a global brand. In fact, the Mercury name could be expanded into developing markets where the Ford brand is synonymous with affordable transportation.

If the 9 vehicles are too much for a niche brand, then I would be happy to see Mercury get the Lynx, Capri, Milan, Mariner, and Magellan (or Miramar) only. I would be truly estatic to see Mercury get all 9 vehicles, though. I think it would really help pull buyers into standalone Lincoln/Mercury dealerships (if Ford is not convinced to eradicate them).

A minimalist lineup for Lincoln/Mercury would be:

* Mercury: Lynx coupe, Capri coupe, Milan, Mariner, and Magellan.

* Lincoln: MKR, MKC, MKZ, MKX, MKS, and MKT.

This would give Lincoln/Mercury a solid 11 vehicle lineup.

Made a few changes in regards to model names.

I decided to align the "Capri" name on the same product under Mercury in the U.S. and under Ford in Europe. I'm not sure Mercury would want to resurrect the "Cougar" name due to the new connotation attached to the word in today's society. I also like the fact that this car would have the same model name on both sides of the Atlantic.

The car I had originally christened as the Mercury Capri has now been changed to Mercury Verve. Again, this car would have the same model name on both sides of the Atlantic.

The midsize 5-door liftback coupe (or Ford's entry into the "4-door coupe" segment) would be known as the "Mondeo Milan" in Europe. This would sort of align the model name on both sides of the Atlantic (since it would be known as the Mercury Milan in the U.S.) as well as set this version of the Mondeo apart from the rest of the Mondeo line in Europe. This same train of thought was employed when I added "Maverick" to "Kuga" for the 3-door "coupe-utility" version of the Kuga in Europe (which would be known as the Mercury Maverick in the U.S.).

Edited by cire
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If Ford really intends on making Mercury a small premium car brand, then they should eliminate any overlap between Mercury and Lincoln. Lincoln should handle all products that are midsize and larger while Mercury should handle all products that are compact and smaller. This means that Mercury should lose the Milan and Lincoln shouldn't receive anything smaller than the MKZ and MKX.

Basically, Lincoln/Mercury would look something like this:

* Mercury Lynx: Subcompact retractable hardtop roadster on the B-car platform.

* Mercury Capri: Compact retractable hardtop coupe on the C-car platform.

* Mercury Milan: Compact sedan on the C-car platform. Exterior and interior would be completely unique from its Ford Focus platform mate.

* Mercury Mariner: Compact CUV on the next gen Escape/Kuga platform. Exterior and interior would be completely unique from the next gen Escape/Kuga.

* Lincoln MK6: Midsize retractable hardtop coupe on the EUCD platform.

* Lincoln MKZ: Midsize sedan on the EUCD platform. Next gen MKZ would have a completely unique exterior/interior from its Fusion/Mondeo platform mate.

* Lincoln MKX: Midsize CUV on the EUCD platform. Next gen MKZ would have a completely unique exterior/interior from its next gen Ford Edge platform mate.

* Lincoln MK9: Fullsize retractable hardtop touring coupe on MKS platform.

* Lincoln MKS: Fullsize sedan.

* Lincoln MKT: Fullsize CUV.

I don't agree with this setup (I think Lincoln should be a full line premium division and Mercury should be a well defined niche division), but this is the way FoMoCo should set up Lincoln/Mercury if it truly intends on implementing a smaller (Mercury)/larger (Lincoln) vehicle arrangement for Lincoln/Mercury.

Sedan?

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at this point, i wouldn't mind mercury being reduced to like 3 models. just enough to support lincoln, which should also consolidate.

i like where Lincoln is sort of going.

MKx and MKt. I still like the Navigator.

I think Lincoln should get an Escape sized crossover, not a necessity but the MKx is too big to battle the Q3 and Q5's of the world.

the sedans are what Lincoln needs to get in order. I like the MKs. The MKr is needed as the performance sedan. The MKz is redundant to me, with a Milan in place. If the MKz was A4 sized it would make more sense. The MKr I would size like the last gen 5 series. The MKs i would leave the size it is. I don't think Lincoln needs a flagship sedan aside from that. Lincoln could use a sports car.

TOwn car was an icon but i just dont see the niche for that again.

With that in mind, a Milan, maybe a Mariner type vehicle, and a compact sedan, and a sports coupe or convertible would be adequate for Mercury.

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Sedan?

I'm sorry. I'm not exactly sure what you're asking.

In the product strategy that you quoted, I gave Mercury a compact sedan (Milan). I didn't give it a midsize sedan because that would be Lincoln's territory (MKZ). I didn't give it a subcompact sedan because I'm not sure there is a market for a premium subcompact sedan (at least in the U.S. market). I think a retractable hardtop roadster would make a better entry as a premium subcompact product for Mercury.

I still prefer the second strategy that I submitted where Mercury would become a coupe/MPV (and possibly crossover wagon?) niche brand and Lincoln would expand to become a full line premium brand.

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