Revived Mercury, Ford/Lincoln-Mercury dealer consolidation?

[wescoent]

Originally Posted by GMusa

I wouldnt mind this if they made the Mercurys totally differernt from the Fords. meaning totally different exterior and interior! Then it could work. But when Fords and Mercurys look pretty much the same inside and out, it isnt going to work.

You overestimate the observational prowess of the American consumer.

http://www.washingtonpost.com/wp-dyn...051000949.html

After her first day in the Mariner, Mary Anne came home raving: "I love it!" she said. "Why didn't we have this one before? It's so much more fun than that Escape. It's different. It's more friendly. It makes more sense."

But I know that if the Mariner and other Mercury models have that kind of appeal to women, Ford would be silly to get rid of the division. And Mercury would be equally wrongheaded to stop its woman-oriented marketing campaign.

In short, the people at Mercury should stop listening to guys like me. They should continue paying very close attention to women like Mary Anne and Ria.

[nadepalma]

Originally Posted by wescoent

You overestimate the observational prowess of the American consumer.

http://www.washingtonpost.com/wp-dyn...051000949.html

That was an interesting read. He makes some good points that I wouldn't have considered -- though I must admit that its a bit curious.

Regardless, if this keeps the division running and viable, so be it. I just hope they do more than a passing job of making them look "distinct" to consumers.

[BORG]

Everybody here knows I am a loyal Lincoln consumer, as is my family. However, my Mother just traded her Lincoln MKZ for a Mariner VOGA. Lincoln/Mercury is one brand, they shop very similar customers (female and conquest), this is the key to why Mercury stays with Lincoln, they attract customers that would never consider Ford. With lease prices jumping and incentives drying up, Mercury's role at Lincoln is even more important to keeping customers in the showrooms. I know my dealership is VERY worried about the diminishing roll of Mercury since it accounts for half their volume. I once told them that I think Mercury is going away and they told me it would be a disaster for them.

I agree that Mercury is probably on life-support and may not be here 10 years from now, but it's a formula that has worked and continues to work very well for Ford. I don't see a need for Mercury to expand its roll beyond it's current formula, otehrwise it may kill itself (think Oldsmobile and Saturn). It needs to stay profitable in order to exist and gambling on this market is a dangerous thing.

I agree that the Mercury Sable is one of the best looking full-sizers out there; somebody I work with has a black Sable Premier and I think it's absolutely gorgeous! Again, female owner who stepped out of an SUV

The Mariner is probably going to merge into a Lincoln as it moves to the next generation (which won't look anything like the Kuga btw). I think Lincoln should strive to fill Mercury's shoes as much as possible, within reason. I see no reason why they shouldn't have this segment instead of Mercury. My Mum pad $33,000 for a fully loaded Mariner VOGA, that's Lincoln territory.

[PAULSTS1]

Having ordered a Mercury Mariner Hybrid, I still believe Mercury is a viable Brand. I would like them to import the Capri and the Mondeo from Europe and offer them here in the USA. While I also plan to purchase a Lincoln MKS, I will forebear until the Ecoboost is available. Either way Lincoln Mercury will have 2 hits (in my home) for the 2009 model year. BTW, in the beach community I live in the Ford Escape/Mercury Mariner is a run away Best Seller, order time 3 months!

PS: And yes, it is different in execution from the Ford Escape, which I liked too, but my experience at both Ford and LM dealers gives me a LM perference. And it's seemed the Mariner was quieter and more refined.

[Bravada]

I would like them to import the Capri

Alas - no Capri since 1994, and even then it was built in Australia.

[wescoent]

Originally Posted by Bravada

Alas - no Capri since 1994, and even then it was built in Australia.

Ford is designing a new Capri, based on C2, as a kinetic-homage to the original, due for arrival in the next 2-3 years.

[Bravada]

It was a photochop speculation by AutoBild the ULTIMATELY MOST RELIABLE gossip newspaper in the world. They are just as reliable when it comes to automobiles as their housewife-gossip equivalent Bild is concerning celebrities. Every car and photochop they've shown us in the last decade or so did materialize into an actual car almost immediately (not!)

[wescoent]

Originally Posted by Bravada

It was a photochop speculation by AutoBild the ULTIMATELY MOST RELIABLE gossip newspaper in the world. They are just as reliable when it comes to automobiles as their housewife-gossip equivalent Bild is concerning celebrities. Every car and photochop they've shown us in the last decade or so did materialize into an actual car almost immediately (not!)

I did see that, but that's not my source.

[MERCURYSABLE08]

Originally Posted by Bravada

I don't think Sable buyers would flock to Lincoln MKZ or MKS (one is too small, the other too large and expensive.

Since I own a Sable I know for sure that I wouldn't even consider replacing it with an Lincoln MKS or MKZ nor would I consider any Lincoln product simply because I just despise the Lincoln Brand.

Nor would I replace my Sable with any Ford product.

When the time comes I will replace my Sable with a Mercury Milan (If Mercury is in fact not making the Sable at that time) and If Mercury is unfortunately murdered by Ford Motor Company I will simply start buying from Buick, Volkswagen or Hyundai.

I have said it before and I will say it again If Ford does in fact murder Mercury I will forever walk away for Ford Motor Company.

[96_impala_ss]

Originally Posted by vcs2600

Yeah, but the Marquis is irrelevant from a product planning standpoint. Ford pulled the trigger on the Panther cars 10 years ago, and the only question now is when they stop selling.

Dodge will eventually start winning the Police contracts and that will be it for the CV/GM.

Obviously. Panther is a fleet queen.

basically. unless the G8 becomes a cop car too like the Holden is in Australia