Your Ideal Mercury Lineup

[AmericanRevolution]

Seeing so much controversy in the "I dont like Mercury" poll, I figured I'd see what Mercury/FoMoCo people would like to see from Mercury... Post your ideal lineup of Mercury here, and talk about it with other people...

Here's mine (even though I'm a die-hard GM fan, I can still imagine a Mercury lineup... and that's also the reason this isn't real detailed...)

For those of you who've seem "Your Ideal Chevy Lineup" thread in the Chevy forum, you'll know there's multiple different ways of making up your lineup...

Comet $20,000-$29,000
FWD Sport Compact
This car is more upscale and sportier, with hp at 150 on the base 2.3L base and 250 hp from the 3.5L V6 its performance version (Sport). Coupe, 3 dr hatch, and sedan. Aimed squarely at the A3 and other premium sport compacts.

Milan $25,000-$36,000
FWD Midsize Sport Sedan
Similar to the current model in styling, but loaded up with tons of features including standard AWD and two engine choices: a 260 HP 3.5L and a 300 HP 3.5L engine. Tail end is changed up a bit. A great mix of handling and comfort. Sport version offers up 325 HP, a more aggressive exterior with more bolstered seats, and a tighter suspension with larger 14" brakes.

Montego $24,000-$33,000
FWD Large Sedan
A more luxurious version of the Ford Fivehundred, along with more power and a bit more sport. Offered with 250 hp 3.5L V6 and a 300 hp 3.5L engines and standard AWD. On the interior, it is an upscale, Euro style. Handles well, but is still very comfortable, a nice mix.

Cougar $24,000-$34,000
RWD Sport Coupe
A radical, sporty design with similar size to the Mustang with an completely different design. Powered by a 300 HP V6 and 380 HP V8.

Mariner $33,000-$41,000
AWD Sport Crossover
An all new small midsize crossover aimed squarely at the RDX and X3, this smaller midsize crossover offers Mercury styling and is filled with features while handling extremely well with its standard AWD. Two engines, a 260 HP 3.5L and a 300 HP 3.5L V6 are available.

Mountainer $40,000-$49,000
AWD Midsize Crossover
A more luxurious version of the Edge, it offers a completely different styling inside and out. AWD is standard, while it is offered in a 300 HP 3.5L V6 engine only. Luxurious but well-handling.

Marauder $44,000-$47,000
RWD/AWD Large Sport Sedan
This is based on the new, full-size RWD/AWD platform, but carries a completely different, very aggressive design that says "I eat Europeans." This beast has only one engine: a 485 hp V8 that is a European and SRT-8 killer, let alone those wimpy little Japanese "sports" sedans.

Scorcher $48,000-$70,000
RWD Sports Car
The Mercury Scorcher is FoMoCo's Vette/Viper. Base engine comes in the form of a 450 hp V8 with the top model set to take on my version of the Z06 (550 hp) with in 590 hp and 600 tq. Extremely aggressive in its design with a sleek, low-slung silhouette. RWD only.

[2b2]

I think Mercury is progressing. Just a few additions -

models:
A sedan and coupe-cabrio based on the Focus/Mazda3-S40.
A tiny 2+2 deluxe suv with a hard-targa roof.
Traditional stationwagon versions for Milan and Montego.
A stretched-Mustang-based (no shared sheetmetal) coupe and coupe-cabrio.
A new rwd platform for the Marquis.
A baby sister of that new Marquis with CLS size & styling.

engines:
A 5.0 version of the 4.6/5.4 v8, just for Mercury.
The Yamaha 4.4 v8 for the awd Montego.
Forced induction (Mercuryspeed?).
A hybrid system that could be added to any drivetrain for +hp & +mpg.

features:
'Dual-backs' - looks like a sedan/coupe, works like a trunk & like a hatch.
Intelligent suspensions that can do tricks like adj. ride & height.
Adaptive-cornering headlites - HID & halogen.
Build a nav that can be dealer installed/retrofitted.
Offer a smart-key start-button remote-start option.
Some new paint colors that are different from Ford & Lincoln.
Real wood/aluminum(/titanium?) trim options.
All front seats have tilting/ht. & lumbar adjustments.
A version of the Mustang's MyColor variable IP lighting.

And some amphetamines for the team working on the 3.5 v6.

[TomCLR]

I think Mercury is finally getting itself an image as more of an upscale Ford vehicle company, like mid-way between a Ford and Lincoln. I like what they have coming out now. To make Mercury have a stellar lineup, I would say: Redesign the Grand Marquis, maybe make a high performance luxury model. Cut out the Sable which I am sure is happening in 2006 anyways as the Taurus is gone, and maybe add a compact car ([upscale] Focus as someone mentioned). A few years ago I didn't see one vehicle I liked over a Ford (though I did like the Marauder), now that view is changing. I think Ford hit a good key on this brand finally.

[Maverick]

I'd like it if they did something with that Mercury Messenger concept. I wouldn't mind if they got some European cars, maybe the Mondeo, a form of the new Focus, maybe the EcoSport, an Australian Fairlane, and maybe the Territory. I know that this lineup is really unlikely- perhaps even impossible, but it sounds nice anyway.

[yoblues]

A. Make the BEST MINIVAN in the market a Merc. It must rival anything from Japan. B. The Duratec 3.5 becomes the standard engine for the Montego/Milan. C. Have a V8 option for the Montego and whatever the Merc crossover version of it is going to be. D. Come out with a (Ranchero) type pickup based on the Montego Platform with a V8. E. Bring back the Marauder and supercharge the V8 this time around but totally change the sheetmetal. F. Bring out a Merc version of the Mustang coupe/convertable but insure the sheetmetal is totally different. G. When the Montego/Milan is do for an upgrade give Merc their own unique sheetmetal. H. Get Merc out of the SUV business, let Ford deal with that. Crossovers instead of SUV's should be the future for Merc. I. AWD is standard across the Merc line. J. Volvo type safety features are standard across the Merc line.

[SobeSVT]

Originally Posted by yoblues

D. Come out with a (Ranchero) type pickup based on the Montego Platform with a V8.

Why? What for?

[Redneck]

I played with this before in a lincoln thread, did a lineup on both. I'll basically repost it but edit it to the format AmericanRevolution used...and some other editing...


Mercury Go Sporty- Basically make it a cheaper caddy or more upscale Pontiac. Make it a Sport luxury brand. But keep it under caddy price range. Only problem with this is if it ends up working, it may come above lincoln. Drop the minivan, unless they can make it cool. sporty in some fashion. Either make the SUV's step up or make mercury step out of the SUV market.

Capri/Cyclone 25-34K : Throw a new body on a Mazdaspeed Miata and sell it as a Cyclone (for the Cyclone package used on the 70 i think Torino rebadge) or the Capri. Or Kill the cougar option below and name it the cougar. Basically a Saturn Sky competator with an American nameplate.

Cougar 34-48K : Rebadge the Mustang Cobra with a new body as the Cougar, maybe make the cougar an auto or a selectshift, with IRS. Make it stand out. Like 450+ HP stand out. Make it a modern Lincoln Mark XIII but screamin' fast.

Montego in its current price range or up it 5-8K if it becomes a SVTish version : The Montego when the 2.5L Duratec is ready, make it standerd with AWD standerd. Make the motor 275-300 HP the car should get attention. Or another option, make it the SHO/SVT version of the 500. Maybe use the 4.4L Yamaha V8 going in the Volvo SUV since it's transverse mount also. Decent luxury, and fast through whatever means they want. Also make it handle.

Grand Marquis/Maraurder 27-45K : Make 2 markets of the Panther Replacement, one as the Grand Marquis where it fits now, between the Vic the the TC with a 330ish HP V8, and a performance Grand Marquis and call it just the Maruarder, but put the 6.2L Hurricane with 400+ HP or the 427 used in the 427 Concept in the Replacement panther.

Mariner in its current price range (add the hybrid cost in if nessacary) : Keep the Mariner and either do 1 of 2 things...Make it go Hybrid across the board or knock up the horsepower some, and a bit sportier. Either way knock it into a lincoln level of luxury inside since lincoln doesn't have one. Maybe even make this the only SUV mercury has.

Milan up its $ 3-6K : Make it the SHO/SVT version of the ford Fusion, handle and fast.

Mountaineer same $$$ : For the montaineer, either drop it or make it stand out more, but keep the same area of cost.

[MN12Fan]

Originally Posted by Redneck

Grand Marquis/Maraurder 27-45K : Make 2 markets of the Panther Replacement, one as the Grand Marquis where it fits now, between the Vic the the TC with a 330ish HP V8, and a performance Grand Marquis and call it just the Maruarder, but put the 6.2L Hurricane with 400+ HP or the 427 used in the 427 Concept in the Replacement panther.

Last anyone heard, the Hurricane project is dead. A Marauder with a supercharged 4.6L DOHC V8 and 400HP would be adequate.

[yoblues]

(Ranchero question) They already have the Montego/500 platform so it might just work as a niche vehicle. Every manufacturer seems to be getting into the niche business. Or mabey it's because I always liked those Rancheros and El Caminos.

[Redneck]

Originally Posted by MN12Fan

Last anyone heard, the Hurricane project is dead. A Marauder with a supercharged 4.6L DOHC V8 and 400HP would be adequate.

Yeah, i originally wrote that part before that had been announced. I just kept it thier. That would work too though....

[Bravada]

My vision of Mercury is "sophisticated, attention to detail, no pickups, modern technology, hybrids". A bit like some European brands. As to being sporty, leave it to Ford - now that they have the real Mustang back plus to GT it's their job. After all your only choice for your low-tier brand either than just cheap is a sporty theme. That's what Chevy tries to do with their SS cars, and this is why I think Pontiac is redundant.

Anyway, my idea for the lineup:
- new Focus versions that American Ford doesn't get - the C-Max (I finally found a name for it - Mercury Metro), the Vignale Cabriocoupe (Malaga? Madeira? or THIS should be the Milan, as it might be made in Italy), perhaps the wagon if Ford won't do one in the US
- I was hoping that the Euro Mondeo would replace the Taurus, but now that there are Milan and Montego, maybe the Mondeo wagon could slot in between them to replace Sable wagon - perhaps INSTEAD of this awful Freestyle version
- Milan and Montego could stay, they look OK.
- When Panther finally goes, Aussie Falcon becomes Marquis, and Fairlane - Grand Marquis (and perhaps Crown Vic and Continental respectively). Falcon XR8 becomes the Marauder (the Ute could be the Ranchero). Falcon wagon becomes Marquis Colony Park. After this, there isn't much need for the Montego replacement, so it could be phased out.
- A big personal coupe is built on either Mondeo, Montego or Fairlane platform and called Meteor. It gets a formal roofline. Oh, I got another idea - just build it on the T-bird platform, but give it a real back seat and a fixed hardtop.
- Mariner and Mountaineer are OK with me
- Monterey needs a replacement - I hope it comes soon. I would keep the name.

Oh, and every car and truck gets a hybrid version BEFORE Ford does (or even INSTEAD of Ford), CVT transmissions and other technical improvements Ford does not or at least does later.

Mercury would appeal more to metro people, perhaps more family-oriented and pro-American than Euro car buyers, but also caring for the environment and modern. They become the brand for traditional station wagons, but also offer nice minivans and SUVs (no pregnant crossovers!) The brand could also be used to sell American Ford models abroad (especially that a full-size minivan like Monterey or an SUV like Mountaineer is considered premium in Europe).

[Redneck]

Originally Posted by MN12Fan

Last anyone heard, the Hurricane project is dead. A Marauder with a supercharged 4.6L DOHC V8 and 400HP would be adequate.

Where's your input? I usually like the way you think, and I'd like to see what you'd like to make out of Mercury. I'm calling ya out, heh...

[MN12Fan]

Originally Posted by Redneck

Where's your input? I usually like the way you think, and I'd like to see what you'd like to make out of Mercury. I'm calling ya out, heh...

Thanks Redneck. I've thought about what Mercury's direction should be many times before and I think the division is somewhat engimatic, which is why I'm reluctant to try to share what I think, but, since you asked...

I've mentioned this a couple of times before already in other threads but, to say it again, I recall an interview with Bill Ford not long ago that I read and he was asked about what Mercury's role should be. Given what many people see Mercury as, Ford's answer wasn't very surprising. Basically, to give the gist of what he said, Mercury is a Ford alternative. He laid out a scenario that basically describes the current purpose of Mercury. The following isn't what he said but is an example of what his idea was.

Ford could get a customer that's interested in buying a certain vehicle, let's say an Explorer. The person may generally like the Explorer and its features but may not be sold on its appearance for one reason or another. Mercury gives the customer, and Ford, a second shot. In this scenario the Mercury version of the Explorer, the Mountaineer, gives the customer all the same features that they were interested in on the Explorer but styling that is, ideally, more attractive to that customer because it has a more upscale look, it is bolder, or it is just simply different. Styling is subjective on paper but it still plays a major role. Offering two different looks for the same package, hypothetically, increases the odds that a customer will be attracted, bearing the original package is what the customer is after to begin with. After all, some 40% of all car sales are made on the basis of looks alone. Bill Ford is currently satisified with this strategy. It may not be the most creative or aggressive thing to do with a whole division but it seems to be safe, and, sometimes, it works quite well.

A case in point that I also used before was the relationship of the Crown Victoria and Grand Marquis. I used all kinds of statistics that I found when I last made this point but I will omit them this time in the interest of expediency. Last year, over 70,000 Crown Vics were sold by Ford. Of this number, as can be imagined, most (well over 2/3 most likely) went to fleets (law enforcement, cab companys, etc.). Also last year, nearly 80,000 Grand Marquis were sold; that's close to 10,000 more than Crown Vic. Here's the catch. How many Grand Marquis police cars has anyone seen? How many Grand Marquis taxis are out there? There's probably bound to be quite a few but no where near that of the Crown Victoria. So what's the big deal? There are no major mechanical differences between the Grand Marquis and Crown Vic, in fact, the Grand Marquis tends to cost slightly more than the Crown Vic even though it is technically the same car. So if there's nothing substantive that is causing people to buy a Grand Marquis over a Crown Victoria then it must be taste. And what effects taste? Styling.

That last part almost sounded like it could be in a Mercury commercial. I'd better complete it. "It's my life! la, la, la, la."

Anyway, back on topic, that is the current strategy and direction for Mercury. Even though some (many) criticize it, it can be more successful than it seems like it would be, though I do think it needs some more excitement. After all, Mercury was founded in 1938 by Edsel Ford as a competitor to GM's "excitement" division, Pontiac. I believe the main goal for Mercury should continue being a differentiation in styling themes as compared to its Ford division counterparts with an emphasis on boldness with a greater sporty or luxury attitude. This theme should continue on in the interior but Mercury's should get a few substantive features to make them more attractive, such as higher quality seats for greater comfort. Higher performance models should be a secondary priority; I don't believe they are absolutely necessary for boosting sales. Some people will buy cars just because they look fast. However, some performance models and/or elements will be needed to show that Mercury isn't just a façade of Ford. Finally, Mercury can be Ford's gadget division (sort of like how GMC is to Chevy trucks) in that they get unique technologies first before other Ford divisions or exclusively altogether (I'm thinking of the Meta One concept and its diesel tech). So, after all that here's what I think Mercury should be over the next few years (some I have a stronger opinion of than others; the level of detail will reveal which):


Cars:


Mercury Comet - Mercury's entry-level coupe based on the Mazda Miata. If possible, drop in Mazda's own (but unused in the Miata) 2.3L DOHC I-4, if it'll fit. Drastically restyle it inside and out and smooth out the suspension for a higher quality ride (so as not to usurp the Miata's handling).


Mercury Milan - Mercury's entry-level sedan based on the Ford Fusion. Keep it as it is for now, a Fusion with different styling and maybe a couple of extra features or different equipment packages. Add performance oriented seats with lumbar bolsters as an option. Tune the suspension for a more controlled, sportier ride.


Mercury Montego - Mercury's mainstay large sedan based on the Ford Five Hundred. Differentiate the car's styling from the Five Hundred more and add a couple of extra features such as a standard rear DVD entertainment system. Add a performance model with a supercharged Duratec 35 V6, a version of those seats mentioned with the Milan, a firmer suspension, and 19 inch wheels among other things.


Mercury Cougar - Mercury's large coupe reminiscent of the 1989-1997 MN12 Cougar. Shares the D2C platform with the Mustang and a future, non-retro Thunderbird. A Duratec 35, 6-speed auto, and an IRS are all standard. A 4.6L SOHC 24-valve V8 is optional and XR7 models get the same supercharged Duratec 35 as the performance model Montego but with a 6-speed manual.

End of part one (10,000 character limit was hit; had to edit).

[MN12Fan]

Part two.

Mercury Marauder - Mercury's performance-minded large sedan and replacement for the Grand Marquis based on the Australian Fairlane (extended Falcon) platform. Two main trim levels: LS and XR8. Both cars will be well equipped like a Grand Marquis but still not be considered "luxury grade." Performance will be their forte. I figure that they could be seen as a higher end, more upscale version of the Crown Victoria's successor (also Australian sourced). As a basis for comparison, let me describe the Crown Vic successor briefly.

The Ford Fairlane (I'll keep the name) will be a RWD large sedan and have the Duratec 35 standard with a 6-speed automatic. Features will be spread across three major trim levels: SE, SEL, and Limited. AWD is available, but not standard, on all models. The 250HP Duratec 35 is standard on SE and SEL models. A 300HP 4.6L SOHC 24-valve V8 is available starting with the SEL model and is standard on Limited models. A sport package (can't think of a crafty name) will be available, not standard, on Limited models only and will feature a 335-350HP 5.4L SOHC 24-valve V8, a sport-tuned suspension, and uniquely styled 18 inch wheels; the same 6-speed auto is kept (you'll see why in a moment).

Back to the Marauder. The base Marauder LS will start at a level similar to a well-equipped Fairlane. It'll have much in common with the Fairlane mechanically but will have a bolder, more aggressive style to it. The same 300HP 4.6L V8 available in the Fairlane will be standard on the Marauder along with the same 6-speed automatic. Marauders will have 18 inch wheels standard (let's say 17 inchers are standard with the Fairlane) and, as a significant incentive to buy, the same standard suspension as an XR8, which I'll discuss momentarily. Inside, like all Mercury's, the Marauder will have a unique, higher quality interior. As before, the Marauder should get more performance-oriented seats as an added feature in giving the driver and front passenger the sense of greater capability. The Marauder XR8 is a performance model. A supercharged 405HP 4.6L SOHC 24-valve V8 resides under the hood with a standard 6-speed auto or 6-speed manual transmission mated to it. The suspension, as mentioned as an incentive for LS buyers, is the same but is tuned to take the full advantage of the car's power. Larger, higher end brakes will be present as will larger, 19 inch wheels. Styling will basically be the same as a Marauder LS but will have a few cues to signify the differences in equipment.


Mercury Messenger - Mercury's unofficial company symbol that also uses the Mustang's D2C platform. A coupe like the new Cougar but more of a true sports car/roadster. Only one engine, the same supercharged V8 used in the Marauder XR8.

Trucks, SUVs, and Minivans:



Mercury Mariner - Mercury's entry-level SUV based on the Ford Escape. Keep it as it is for now. Maybe add a clean diesel model or performance model with a Duratec 35 down the road.



Mercury Monterrey - Mercury's minivan based on the Ford Freestar. Since there is no "luxury" minivan that I know of, at least among Ford's American divisions, shift the Monterrey's appeal to more of a luxury market, or, if Ford decides to follow the Mazda direction and make a spotier minivan, Mercury could follow and then add a luxury element; figure a softer suspension for a smoother ride, 17-18 inch wheels, comfier seats all around, standard AWD, a 6-speed auto, and maybe a small V8, I'm thinking Yamaha-built. Now a V8's something you don't see in a minivan everyday.



Mercury Mountaineer - Mercury's mainstay SUV based on the Ford Explorer. Keep it as it is for now. Maybe apply the diesel idea that I mentioned with the Mariner from before but I'd like to see how the 2006 Mountaineer does as is first.



Mercury Mountaineer SUT - Mercury's new SUT based on the Explorer Sport Trac concept. Basically whatever the new Mountaineer is going to shape up being but with a truck bed.



Mercury Cyclone - Mercury's crossover/wagon based on both the Ford Freestyle and the Mercury Meta One concept. Features a high output, turbocharged diesel.



There you go Redneck, this was my longest post ever by far. Hope you enjoy it.

[ehaase]

The only additional car I would like for Mercury to get is the Cougar, obviously a Mustang derivative. Other than that, the Milan, Montego, Mariner, Mountaineer, and Freestyle derivative are enough. The Monterey is unfortunately a flop, and I don't really have any hope that Ford will develop any new RWD sedans to replace the Grand Marquis.