Mercury introduces upscale "VOGA" trim

[igor]

http://www.detroitnews.com/apps/pbcs...58/1148/AUTO01

http://www.autoblog.com/2007/11/09/f...m-for-mercury/



HI.Res Gallery of 2008 Mercury Mariner Voga: http://www.autoblog.com/photos/2008-...r-voga/480603/



2007 Mercury Milan Voga Concept: http://www.autoblog.com/2006/05/09/m...-fashion-week/

official PR on the 2008 Mariner Voga: http://www.blogsmithmedia.com/www.au...voga_tight.jpg
Igor

[likearock00]

Great concept, stupid name!! Who came up with VOGA? I think it will help sales and the division's reputation, but what they really need to do is make it standard across the board.

[Carguy]

Odd name but good idea to better differentiate Mercury from Ford!

[Hitman1970]

Is this like the "Super" trim only aimed at women/metro-men? Must be my city upbringing, but I have always liked Mercs over Fords.

[igor]

VOGA is VOUGE in Italian .. and the VOGA Milan concept last year was a pretty big success ... people like it quite a bit.

Igor

[Carguy]

Originally Posted by igor

VOGA is VOUGE in Italian .. and the VOGA Milan concept last year was a pretty big success ... people like it quite a bit.

Igor

O,K,! Good to know!!---That works!---Thanks!!

[nadepalma]

Originally Posted by igor

VOGA is VOUGE in Italian .. and the VOGA Milan concept last year was a pretty big success ... people like it quite a bit.

Igor

That's close. By itself "voga" is the 3rd-person singular of "to row" or "to paddle". But "in voga" means "in vogue" or "in style". Its kida like "in moda" which also means "in style" or "in fashion".

Maybe MODA should have been the name?

Anyway, this is a good move. The name is fine. Glad to see ever-so-small of an investment and hopefully it will count towards something in the end.

[rsbaker]

Originally Posted by likearock00

Great concept, stupid name!! Who came up with VOGA?

Agreed! VOGA is a stupid name. The word invokes in my mind the Soviet era Russian Car "VOLGA" . This is certainly not the imagery Mercury really wants to conjure.

[igor]

official PR:

http://media.ford.com/products/press...D48164B62E1B69

Igor

[igor]

[quote=rsbaker;1231783][quote=likearock00;1231686]Great concept, stupid name!! Who came up with VOGA?

Agreed! VOGA is a stupid name. The word invokes in my mind the Soviet era Russian Car "VOLGA" . This iss certainly not the imagery Mercury really want to conjure.

well that WOULD be an issue had this been and EU market name .. but in US .. the existence of Volga's is known to about 1 person in 100,000 ... nothing Ford needs to concern themselves with.

Igor

[ponchoman49]

This is a chance for Mercury to better differentiate it's clone models from one another. The Sable looks identical to the Taurus from the side and the rear for the most part. The Sable VOGA should include flashier chrome wheels, a bodysode molding with chrome insert, different looking taillights and a zestier two-tone interior with some new colors other than blah gray tan and black. Manufacturers are way to hung up on current trends and fads and copying what the smiths and jones are doing. Mercury, like Buick needs to stand out with some distinctive stylish products with bold new grilles, taillights and interior colors. The bland plain stark crap we have been fed most of this depressing decade needs to go away.

[paul8488]

Guess it's not such a bad idea... but I don't see this as proof that axing Mercury is a rumor. They admit that it doesn't really cost much... so it actually supports more the idea that Ford isn't dedicated to keeping Mercury around. I mean I don't think that's the case... but I don't see these Voga models as a lifeline for Mercury. A good idea, but not proof of Mercury's future.

[elderon]

Those are pretty nice. I especially like the Milan.

[nadepalma]

Originally Posted by paul8488

Guess it's not such a bad idea... but I don't see this as proof that axing Mercury is a rumor. They admit that it doesn't really cost much... so it actually supports more the idea that Ford isn't dedicated to keeping Mercury around. I mean I don't think that's the case... but I don't see these Voga models as a lifeline for Mercury. A good idea, but not proof of Mercury's future.

Yes, that may be true to an extent. Afterall, Plymouth introduced the "Expresso" trim line and then was axed a few years later.

However, Plymouth was the "cheap" brand of the Chrysler lineup and I feel had far less differentiation than Mercury does currently. I would also think that Plymouth was all about the "value" factor and it created a bit of contention with Dodge --- as there was a great deal of overlap. It's kind of akin to the Buick/Olds scenario; only at the bottom of the market.

Conversely, there are SOME good things about Mercury. Mercury DOES actually get different customers for FoMoCo than the Ford Brand does. Granted, it's not a whole lot of customers, but it still new blood.

Is this enough to keep a brand around? It wasn't enough for Oldsmobile, but then again, GM had 5 other divisions to juggle. FoMoCo only has 3 overall, so this may be less of an issue.

Regardless, for now its a good move and its a reality. Whether or not this is a TRUE determination that Mercury sticks around for the long haul is yet to be seen.

I for one will be hoping that there is some investment and new products coming down the line for the Mercury brand.

[igor]

^^The only answer will come with new models .. and we have not heard of any at the moment .. although the DetNews article does mention "next generation Mariner" - I wonder what THAT is - it MIGHT be C2 Escape/Kuga/Mariner already .. that would be nice.

Igor