Ford of Europe designing future Mercury model

[Andonis]

Originally Posted by XCR440SP

old Mercury= Oldsmobile
new Mercury= original Saturn
Current Saturn= Oldsmobile

Strange huh?

welcome to the solar system

[Greg Burr]

Originally Posted by BORG

I think this is being mis-represented. Mercury is getting a version of the next-gen Focus, therefore, naturally, it's being developed in Europe along with the Ford Focus. Keep in mind that Horbury is responsible for design, including the look at Lincoln and Mercury. He overseas design at Lincoln/Mercury and has been since the Milan received it's update (you'll see a slightly different Mercury look on that car).

There is nothing quite like Mercury, it has been very successful despite the perceived lack of relevancy. They very successfully target customers Ford would otherwise not have access to (young female, conquest shoppers who would never consider Ford). This is very different from the relationship between Pontiac, Saturn, Chevy, Buick...they attract very similar customers. I've said it before, I'll say it again, you have to target customers not competitors!

I'm not sure Mercury will have an indefinite future, largely because the roll of Mercury is slowly being taken over by Ford and Lincoln. However, there is a customer that neither brand can adequately target so they are refocusing their products for their customers. The level of investment needed is very minimal and profitability is high and extremely stable. Lincoln and Mercury have never had a more ambitious and harmonious roll, I think it's quite exciting to see even if Mercury seems to be loosing more product than gaining (no longer re-badging everything and anything Ford makes).

Very thoughtful analysis without the knee-jerk reaction to join the chorus calling to kill the brand. Perhaps with higher gasoline prices and the success of the Mini, the time for this incarnation of the Mercury brand has finally come.

[cyclone]

I didn't even know they sold Mercurys in Europe!

[PAULSTS1]

Originally Posted by kenman923

It will remain to be seen if Mercury can pull this off. Remember the Capri and the Merkur?

Sure do! I owned a Capri, liked it! A friend bought a Merkur while it was running it was awesome, but it had a problematic service life. Also remember the Scorpio this Mercury had promise!