Mercury getting the axe?

[JVal14]

I might get roasted for this, but I would rather see Mercury cut than watch it wither on the vine like it is now. Ford just doesn't care about the brand anymore, so consumers won't either. They could have made something exciting of the Mustang platform, but they didn't; they could have brought over the Mondeo as a Mercury, but they didn't. Instead they sell Fords at higher prices and hope a few people like the grille. It's foolish and unjust and I'm over it. Maybe someday someone will buy the rights to the brand name and make a real car company out of it.

[usa1]

Originally Posted by spaz

dang i love my mercury grand marquis. nothing better than a body on frame RWD sedan

Actually, just about anything is better than a BOF RWD sedan.

Mark

[mcool]

I think the days for Mercury are numbered. Ford has too many issues to deal with and Mercury falls down pretty low on the list of worthwhile revivals amidst where Lincoln and Ford ought to be. Once it has cashed out the PAG brands as much as possible, Ford needs to offer all the niceties Mercury got while aligning styling and branding globally, and Lincoln needs a reinvestment a la Cadillac. Mazda's doing fine and hopefully Volvo sticks around as well.

[KingElvis]

Originally Posted by Member17739

These days cars from brands like Ford, Chevy, Toyota..... are getting close to $30K and some are already over that amount, at the same time luxury brands are starting at ~$35K or even less. Considering all that there is really not that much space for a brand like Mercury, or even Pontiac.

Yeah, that kind of sums it up.

I've said many times before you can't have a $30G 'entry' CTS and a $30G 'upscale' Impala SS and expect Buick to have a fighting chance.

Same goes with Ford and Lincoln squeezing out Mercury. I can't really say I'm 'Crazy 'bout a Mercury.'

They had the famous '49 lead sled and then the Cougar - the Cyclones of '68 to '71 were cool but that's about it. Can't think of a Mercury I would lust for, even though many Olds and Buicks past would make my list.

[KingElvis]

Originally Posted by Olds88

Mercury occupies a portion of the market that's negelected these days. There is middle ground between a common car and a luxury vehicle. Buick fills this role for GM.

Mercury and Buick are leftovers from the past here where people who moved up in the car buying world didn't want a different trim, they wanted a different car entirely. For example now compare GM's large family sedan of today and yesteryear.

Impala LS = Bel Air
Impala LT = Biscayne
Impala LT2 = Impala
Impala LTZ = Caprice


Each more luxurious vehicle has its own nameplate and somewhat differentiated styling instead of a different trim level with identical styling like modern cars. Wanted something nicer than your Biscayne? you didn't get a Biscayne LTZ you got a Caprice. Likewise want something nicer than your Caprice but don't really want to spend for a Cadillac, you got a Buick Electra or a Mercury Marquis. This middle ground is where Mercury and Buick used to live.

What I think Mercury and Buick should be today are traditional American vehicle shops. Big RWD V8 sedans, fullsize coupes, fullsize convertibles, no economy cars, no FWD. This market still exists (I'm part of it). Maybe make them BOF too so they can actually tow something. Buick and Mercury could sell distinctly American vehicles that are reliable, a cut above without being snotty like a BMW or Cadillac would be, and offer good value.

In that era they didn't have a zillion platforms. In the sixties they had the big frame chassis, then the Montego and the Comet was just a cheap Montego with a rubber floor covering.

Mercury is a smaller version of the 'problem' with Buick and Pontiac. They need to reserve, say the Panther chassis for Mercury and Lincoln and then have Ford with Fusion and Taurus and NO rebadges. Then you have a reason to buy a Mercury because it's not just a Ford with a different grille.

[Olds88]

Originally Posted by usa1

Actually, just about anything is better than a BOF RWD sedan.

Mark

Care to elaborate?

BOF offers better towing capacity, more durability/longevity, superior ride quality, easier design, more flexible design.

RWD offers better performance, smoother acceleration, better ride quality, more flexible design

Seems like a match made in heaven. The only thing better than a BOF RWD Sedan is a BOF RWD Station Wagon. The ride quality of an extended wheelbase Town Car is unequaled.

[Olds88]

Originally Posted by KingElvis

In that era they didn't have a zillion platforms. In the sixties they had the big frame chassis, then the Montego and the Comet was just a cheap Montego with a rubber floor covering.

Mercury is a smaller version of the 'problem' with Buick and Pontiac. They need to reserve, say the Panther chassis for Mercury and Lincoln and then have Ford with Fusion and Taurus and NO rebadges. Then you have a reason to buy a Mercury because it's not just a Ford with a different grille.

Agreed. Mercury doesn't need Montego and Ford doesn't need Crown Victoria. Reskins are fine though (see lacrosse/impala or the lesabre/eighty-eight) as they look unique enough to be a different car. Panther is an awesome platform for its traditional values. If a more powerful engine was used (Trition 5.4 please) it would be a damn nice car. Mercury should have its own styling, but I don't see platform sharing as being a problem as long as they are differentiated enough.

[Geotpf]

Originally Posted by Havasavana

From Autonews:

At the start of 2007, Ford Motor operated 4,270 U.S. dealerships, with this distribution of franchises.
Ford-brand stores: 2,328
Ford-Lincoln-Mercury stores: 833
Ford-Mercury stores: 590
Lincoln-Mercury stores: 496
Mercury-only: 1
Source: Ford Motor Co., Automotive News Data Center

I wonder where the single Mercury-only dealer is.

[nadepalma]

I've made my feelings on this known in the past --- but I certainly DONT like the idea of cutting the brand. There is a big part of me who believes as BigThreeForever, ponchoman49 and others that killing the brand is yet another example of losing some bit of Americana, culture or just our nerve when facing the onslaught of imports, etc.

But to me - regardless of the market - FoMoCo mis-handled Mercury. This division has to be the most under-utilized brand through mis-management and absue. They should receive more attention and product, but haven't.

And honestly, I don't get how Ford can say, "Sales are down X number of units from 10 years ago" when they canned the Villager, the Monterrey, the Tracer, the Cougar, the Mystique, etc.

Granted, the Villager/Monterrey didn't sell all that well, the Cougar became a shadow of it's forder self, the Mystique was arguably replaced after a six year lapse by the Milan -- all of this is true. But where was the replacement for the Cougar? Where was the replacement for long-dead niche products like the Capri or for "volume" products like the Tracer?

This is the kind of stuff that gets to me --- even just having a "smaller-entrylevel" product like a "new" Tracer based on the Focus would drive up sales. But Ford refuses to give them the attention they deserve and then act as though they are surprised that sales are down X% over X number of years.

Just a shame.

Originally Posted by Havasavana

From Autonews:

At the start of 2007, Ford Motor operated 4,270 U.S. dealerships, with this distribution of franchises.
Ford-brand stores: 2,328
Ford-Lincoln-Mercury stores: 833
Ford-Mercury stores: 590
Lincoln-Mercury stores: 496
Mercury-only: 1
Source: Ford Motor Co., Automotive News Data Center

This is very very surprising to me. I didn't think that there EVER was a stand alone Mercury store anywhere, nor did I ever think there was a Ford-Mercury pairing anyplace. Mercury has been joined with Lincoln in one division since the late 1950s --- and all the Mercury dearlerships that I've seen are Lincoln-Mercury dealerships -- period.

Thanks for posting this.

[megeebee]

Originally Posted by Geotpf

I wonder where the single Mercury-only dealer is.

S**t Creek if this article is true.

[MCGARRETT]

I wonder where the single Mercury-only dealer is.

I was wondering too, I remember that there was only one Plymouth only dealership left when they canned Plymouth.

The funny thing is that there are more FORD-MERC tie ups than MERC-LINCOLN dealers and FORD-MERC-LINCOLN dealers than both the other too?

But no Ford-Lincoln dealerships?

How does Ford even allow a Ford-Mercury dealership to exist? Thats worse than having a Chevrolet Trucks-GMC only dealer.

Every Mercury dealership here in Miami is a "Lincoln Mercury" dealership. I think that I have seen a Ford-Mercury and Ford-Lincoln-Mercury stores only in rural/small towns.

The Lincoln-Mercury dealerships grew out of the the failed MEL Division which was Mercury-Edsel-Lincoln, they were consolidated in 1959, when Continental ceased to be a separate "division" and was folded back into Lincoln and Ford decided that Edsel could not stand on it's own. After Edsel died in 1960, it became the "Lincoln-Mercury Division" and it still is as far as I know, though I think that the abbreviated LM Division is used more often now.

I am kind of undecided as to Mercury getting the boot or not. I would rather it did not, as others have pointed out, it does not cost Ford much to have very slightly different versions of Ford Division cars sold as Mercury's. It would be tough for Lincoln to have stand alone dealerships, and pairing them up with Ford dealerships could ruin what little "luxury reputation" that Lincoln has left, $50,000 Signature Series Town Cars alongside fleet white F250's with rubber floors is not a pretty sight. (I know that there are Cadillac-Chevrolet pair ups, but there are many more stand alone Cadillac dealership than there are paired up ones, killing Mercury would mean that EVERY Lincoln dealership for the most part would have to add Ford)

I think that Mercury could not only survive, but actually thrive to if Ford was to make a little more investment in the brand.

First, Ford management had the right idea in the late 80's and early 90's, when they gave Mercury some cars that were not direct Ford rebadges, the Mexican made first Mercury Tracer(which was a 323 with a different body) and the Australian made Capri that was based on the Escort/Tracer platform. If Ford/Mercury could have continued to work on improving the Capri year after year, it could have been what the Miata is now to Mazda, their pseudo-marque car that defines the make. Granted the Capri was alot softer than the Miata and it was FWD, but it did offer a turbocharged engine and small back seat that the Miata did not offer.

Ford should harness more it's global resources and assign certain choice non NA Ford products to Mercury. Perhaps a version of the European Focus as slotted beneath the Milan? Call it the Tracer, Comet, Lynx, whatever. The European Focus even has an optional convertible model which could do battle with cars like the VW Eos, Maybe the European C-Max mini-mini van?, how about a Mercury version of the next Miata?, A reborn Capri? but with it's own distinctive body, I know that this might be blasphemous to some, but I am just throwing some ideas out there that would not really be that hard to do.


Trucks, SUV's and Crossovers-

Now that we have seen the 2nd utter failure of a Lincoln badged F-150, why not let Mercury have a chance? I think that a Mercury badged hi-end F-150 (in extended cab and crew cab versions only) could boost Mercurys image, and bring in more customers, (Mercury sold F series trucks with Mercury badges in Canada through the 1960's). I would also give dealers a Mountaineer version of the Explorer Sport Trac, A Mercury version of the Edge could also help, or if not, how about a Mercury version of the Australian Territory? and a Sable Colony Park(?),i.e a Mercury version of the Taurus X.



Less dealerships, I would leave about 800 or so Lincoln-Dealerships for large markets, leaving the Ford-Lincoln-Mercury "all in one" stores in smaller markets alone. I would eliminate any Ford-Mercury only stores and make those all Lincoln-Mercury stores, remember, this would already be with a Mercury F-150 and Mountaineer Sport Trac in the line up. If the dealerships complain about losing the full Ford truck line, they can purchase a "Ford Trucks" franchise that would allow them to sell Rangers, F-150s' and Econolines (but no Explorers or Expeditions), making them "Lincoln-Mercury-Ford Truck" dealerships, kind of like a pseudo PBG tie up.

Expanding the Mercury line more into the entry level luxury category allow Ford to attempt to move Lincoln further upscale. Mercury should aspire to be a less expensive Lincoln rather than a nicer Ford.

[2b2]

Originally Posted by MCGARRETT

..I think that Mercury could not only survive, but actually thrive to if Ford was to make a little more investment in the brand...

Nice post, McGarrett. Refreshing to see some un-common sense
&
imagination!:

"...Perhaps a version of the European Focus as slotted beneath the Milan? Call it the Tracer, Comet, Lynx, whatever. The European Focus even has an optional convertible model which could do battle with cars like the VW Eos..."

Milanetto! - & no need to wait for C2 - bring it out THIS FALL!!!
and the sliding glass roof version next Spring = Capri (imho folding hardtops are just a fad)
& the turbocoupe = XR3

"...Maybe the European C-Max mini-mini van?...
A Mercury version of the Edge could also help, or if not, how about a Mercury version of the Australian Territory? and a Sable Colony Park(?),i.e a Mercury version of the Taurus X... "

how about just using some S-Max/C-Max styling on a Milan-based people&stuff mover, narrower & lighter than the TauruX or Edge/MKX
but make the sheetmetal able to fit the Edge chassis too (part of my CUV-of-the-Year proposal) = MetaSpace & MetaSpace+
and/or make a micro-van body for the Mariner? just stretched enough for 2 kids in the 3rd row? ought to be about the size of the Mazda5 but built in N.A. = MicroMax

"...how about a Mercury version of the next Miata?, A reborn Capri? but with it's own distinctive body, I know that this might be blasphemous to some, but I am just throwing some ideas out there that would not really be that hard to do..."

the Mazda chassis I covet is the RX-8 - stretch it & wrap it around the 3.5v6 (& TwinForce) = XR6

"Trucks, SUV's...
...why not let Mercury have a chance? I think that a Mercury badged hi-end F-150 ...could boost Mercurys image, and bring in more customers..."

I question if a M150-series is the way to go
but
when they get the new T6:
they could make the KingRanch trim Ranger (that they'd never DARE have on the Ford lot competing with the sacred F-series) the swanky-deluxe Mercury Trucklet!
(hybrid too)
since Ford'll have all the versions, they can play around with which to offer 'next year' as Mercs -
& maybe even use the T6 to make the Bronco-concept into the Mercury MountainLion?

"...Expanding the Mercury line more into the entry level luxury category allow Ford to attempt to move Lincoln further upscale..."

EXACTLY. The problem isn't just Mercury
but that ALL of L-M hasn't been allowed to "reach High enough"!!!!
and
with-holding product will kill them without ever giving them a chance!
Those 9 models I mentioned (which would be welcomed rebadges imho) are more than their entire current lineup!
And seeing that the factories are already building the Ford versions (& Not running at 100% afaik), they could start with the Focus & Milan and go from there.


btw
"...Now that we have seen the 2nd utter failure of a Lincoln badged F-150..."

I read/heard way back that the MK-Truck was only meant to last 'til Lincoln got new stuff,
and they actually sold more than planned.

[nadepalma]

Some good points MCGARRETT, good post. My thoughts...

Originally Posted by MCGARRETT

How does Ford even allow a Ford-Mercury dealership to exist? Thats worse than having a Chevrolet Trucks-GMC only dealer.

I was thinking something very similar -- I dont' know how they let that happen, but honestly its a mistake. The whole point to Mercury was to be the "volume" partner in the Lincoln-Mercury pairing --- having a Ford-Mercury store makes no sense at all to me.

Though, in rural settings and mega-store chains, a Ford-Lincoln-Mercury setup does make some sense if they don't share an actual showroom, but only lot space. But that's just me.

But more than that, seeing as Ford has been very stingy on the differentiation of the two marques, having Ford and Mercury sold on the same showroom floor is kind of like trying to pull one over the customer. Consider that the Milan and Fusion have nearly identical interiors except for the guages, colors, etc --- the rest of the layout is the same. Trying to convince the average buyer that he should take the Mercury over the Ford and spend a bit more money on the transaction for what is the same product has to be rough on a salesman. But if you took the same car and put it up next to the MKZ -- which has a vastly different interior/options/features/exterior/etc -- the job is that much easier. That to me is part of the equation as well.

And looking back on your example, it would be the same thing with a GMC/Chevy Trucks pairing -- the interiors are almost the same, similar exteriors, etc -- what would the draw be to pick one over the other unless you were a bit of a car-nut like us?

Originally Posted by MCGARRETT

I am kind of undecided as to Mercury getting the boot or not. I would rather it did not, as others have pointed out, it does not cost Ford much to have very slightly different versions of Ford Division cars sold as Mercury's.

I know others have made this point as well and it's a good one. The only "hole" to this equation would be the marketing and advertising end. Even if Ford doesn't have to spend much money in putting the product out there, they still have to spend money to get the message out. The recent rash of Mercury commericals featuring Jill Wagner have been good, but I'm sure they still cost a pretty $. I'm sure somone could argue that if Ford were to dissolve Mercury it would save money on the advertising as well as whatever small amount of money they spend on the changes from Ford-to-Mercury conversions.

Originally Posted by MCGARRETT

It would be tough for Lincoln to have stand alone dealerships....killing Mercury would mean that EVERY Lincoln dealership for the most part would have to add Ford

As it is right now this would probably be true --- Lincoln doesn't have enough product nor does it have enough of a "range" in the market to support itself. Killing Merucry (as of right now) woudl mean killing Lincoln dealers as well.

But we heard a year ago and more that moving forward, Lincoln is supposed to get more and more product to make up for this shortfall. Mark Fields has said that part of the Moving Forward mantra is to grow Lincoln to take the "volume" leader role from Mercury. Obviously that could mean Mercury will be killed, or repositioned or just allowed to wither and die. Regardless, while your statement may be true now, it may NOT be true 5 years from now as new products like the MKS, Ford-Flex "twin" and other new/rumored products make it to showrooms (a coupe/convertible based on the next Mustang called the "MKC", a redone Navigator that will sit on a Unibody platform like the next Explorer rather than being BOF, a "range topping" sedan that will be derived from whatever new Ford-Australia RWD platform is being developed, etc).

Originally Posted by MCGARRETT

I think that Mercury could not only survive, but actually thrive to if Ford was to make a little more investment in the brand.

First, Ford management had the right idea in the late 80's and early 90's, when they gave Mercury some cars that were not direct Ford rebadges, the Mexican made first Mercury Tracer(which was a 323 with a different body) and the Australian made Capri that was based on the Escort/Tracer platform. If Ford/Mercury could have continued to work on improving the Capri year after year, it could have been what the Miata is now to Mazda, their pseudo-marque car that defines the make. Granted the Capri was alot softer than the Miata and it was FWD, but it did offer a turbocharged engine and small back seat that the Miata did not offer.

Ford should harness more it's global resources and assign certain choice non NA Ford products to Mercury. Perhaps a version of the European Focus as slotted beneath the Milan? Call it the Tracer, Comet, Lynx, whatever. The European Focus even has an optional convertible model which could do battle with cars like the VW Eos, Maybe the European C-Max mini-mini van?, how about a Mercury version of the next Miata?, A reborn Capri? but with it's own distinctive body, I know that this might be blasphemous to some, but I am just throwing some ideas out there that would not really be that hard to do.

Again, all GREAT idea and points. I personally would love to see the S-Max make it over as a Mercury or the Focus C-Max or even the Miata rebadged as a Mercury Capri or some other similar product.

Hell, I'd even take a more upscale and luxurious version of the Mustang being resold at Mercury stores as a new Cougar. Or even a shortened version of the same platform sold as a two-seater only with a bigger engine to finally give Ford a true Corvette competitor (anyone remember the Messenger Concept?).

But I don't know if Ford would want to spend the money. Honestly, I think that some of the plans that Ford has in place may actuall thwart some of these ideas. Bringing over European or Australian products to flush out the lineup makes a great deal of sense --- but Mullaly has made it Gospel that the new batch of Ford products around the world should be more integrated and share more. So while we already know that the next Focus and the next Fusion/Mondeo will share platform and components, things are looking more and more like they will share everything (look, layout, interiors, etc) while being tuned to their perspective markets. So, for example, the next Mondeo and Fusion may be exactly the same -- but have different names. The next Focus will be identical on both sides of the Atlantic -- but would have different suspension tunings, etc. Mullaly has been a big supporter of this -- he wants cohesion and to use single products rather than multiple ones for the same market setgments.

Makes sense and I would agree with this -- but it also means that there may be very very little for Ford to offer in the US to flush out the Mercury lineup if the products sold around the world are virtually the same.

Originally Posted by MCGARRETT

Trucks, SUV's and Crossovers-

Now that we have seen the 2nd utter failure of a Lincoln badged F-150, why not let Mercury have a chance? I think that a Mercury badged hi-end F-150 (in extended cab and crew cab versions only) could boost Mercurys image, and bring in more customers, (Mercury sold F series trucks with Mercury badges in Canada through the 1960's). I would also give dealers a Mountaineer version of the Explorer Sport Trac, A Mercury version of the Edge could also help, or if not, how about a Mercury version of the Australian Territory? and a Sable Colony Park(?),i.e a Mercury version of the Taurus X.

Good points here too. I don't know about a Mercury F-150 or a Mountaineer SporTrac since they don't fit with Mercury's current image -- but the historical link is an important one. I think bringing over the Territory would make sense or having a Mercury version of the Taurus X would make sense too --- especially since Lincoln will NOT have a version of it so they won't have to have two similar products on the same showroom floor.

A Mercury version of the Edge is good too -- but since the MKX exists, I'm not sure it would be wise to have both products share the same floor space unless it were DRASTICALLY diferent looking (like th MKZ and the Milan look different enough to get by for some).

Originally Posted by MCGARRETT

Less dealerships, I would leave about 800 or so Lincoln-Dealerships for large markets, leaving the Ford-Lincoln-Mercury "all in one" stores in smaller markets alone. I would eliminate any Ford-Mercury only stores and make those all Lincoln-Mercury stores....

I agree with this as well. Leave it exclusive LM -- but it may take time for this to pan out.

Originally Posted by MCGARRETT

Expanding the Mercury line more into the entry level luxury category allow Ford to attempt to move Lincoln further upscale. Mercury should aspire to be a less expensive Lincoln rather than a nicer Ford.

Right on -- I agree with this point 1000%. They should add a "Mercury Focus" to the bottom end to help spur volume and traffice for LM showrooms. AND depending on the success of Ford's B-segment products, perhaps a more 'expensive' and upscale looking version might be sold in Lincoln showrooms to be a competitor against some Scion and Mini products. Also, eliminate the Grand Marquis (or rather, wait for it to run it's course and then DON'T replace it. Let the largest vehicle in the showroom be a Lincoln.

[Ssom]

Mercury should be put out of its' misery. What should be done is change the name of the company, kill the entire current lineup and keep the existing dealer network.

Then bring in the Euro Focus, S-Max, Kuga, Mondeo, possibly the Fiesta and the Orion Falcon + Territory from Australia and start up a sporty brand that targets import buyers.

[LeSabre]

Originally Posted by Ssom

Mercury should be put out of its' misery. What should be done is change the name of the company,kill the entire current lineup and keep the existing dealer network.

Then bring in the Euro Focus, S-Max, Kuga, Mondeo, possibly the Fiesta and the Orion Falcon + Territory from Australia and start up a sporty brand that targets import buyers.

Now that is just simply & plainly stupid. Why change the name of it when it has decades of brand equity in it? All Mercury needs is investment dollars, the right marketing & differentiated product for the most part from most Ford's save for the Grand Marquis, at least & maybe one other one. The rest would come from either Ford of Europe, Volvo or Mazda. Mercury variants of a Land Rover or 2 would've been cool too.

3 Mercury monikers I would bring back would be:

Cougar(Duh! )
Bobcat
Lynx

I would not be daunted by any negative reports/etc(if any) from when these monikers were last used. They'd make fine Mercury names again.


Long live Mercury!!