If I were FoMoCo I would make Ford their version of Chevrolet. Mercury wouldn't have any cars associated with Ford but instead be rebadged European/Australian Fords. Lincoln would obviously move up to compete with Cadillac.

 

Developing unique cars for Mercury is too expensive, and eliminating Mercury is too expensive. For now, Ford has the right strategy for Mercury.

 

Originally posted by ehaase@Aug 29 2004, 03:06 PM
Developing unique cars for Mercury is too expensive, and eliminating Mercury is too expensive. For now, Ford has the right strategy for Mercury.

In a way that's true. Lincoln dealers can't survive without Mercury and likewise. So yes, I would say that they are (sort of) on the right track.

 

Originally posted by RCtennis3811+Aug 30 2004, 03:18 AM--></div><table border='0' align='center' width='95%' cellpadding='3' cellspacing='1'><tr><td>QUOTE (RCtennis3811 @ Aug 30 2004, 03:18 AM)</td></tr><tr><td id='QUOTE'> <!--QuoteBegin-ehaase@Aug 29 2004, 03:06 PM
Developing unique cars for Mercury is too expensive, and eliminating Mercury is too expensive.  For now, Ford has the right strategy for Mercury.

In a way that's true. Lincoln dealers can't survive without Mercury and likewise. So yes, I would say that they are (sort of) on the right track. [/b][/quote]
what Mercury needs is a good dose of money, three billion like buick would make them a strong competitor, give them one of there own cars, just for them, as a halo, then some medium low cost near luxo cars, one sporty, one expensive, and a few cheap ones. it would fit in well in many catigories, also it needs its own look, no more rebadged fords and lincons, you cheapen up all the brands by doing that, and worst of all lincon.

they need to do this, or call it quits and sell fords next to lincons. or even jags/land rovers.

 

Originally posted by RCtennis3811+Aug 30 2004, 03:18 AM--></div><table border='0' align='center' width='95%' cellpadding='3' cellspacing='1'><tr><td>QUOTE (RCtennis3811 @ Aug 30 2004, 03:18 AM)</td></tr><tr><td id='QUOTE'> <!--QuoteBegin-ehaase@Aug 29 2004, 03:06 PM
Developing unique cars for Mercury is too expensive, and eliminating Mercury is too expensive.  For now, Ford has the right strategy for Mercury.

In a way that's true. Lincoln dealers can't survive without Mercury and likewise. So yes, I would say that they are (sort of) on the right track. [/b][/quote]
If they cant survive without mercury than lincoln needs fixin to (as thought that isnt obvious enough lol).

 

Mercury's problem is that it has no real identity. I know that they are supposed to be inbetween Ford and Lincoln, but in reality they come across as a rebadged Ford. Maybe a little nicer, but basically the same cars. The first step would be for someone at Ford to figure out what they want Mercury to stand for and then actually make a real effort to live up to it.

It this point in time I would say it would be probably be best to kill Mercury. I was going to say that it could take the near-luxury route like Buick, but with Volvo and Jaguar, does Ford really need another luxury/near luxury brand?

 

Originally posted by T-Type@Aug 30 2004, 03:19 PM
I was going to say that it could take the near-luxury route like Buick, but with Volvo and Jaguar, does Ford really need another luxury/near luxury brand?

No, Ford doesn't, but Ford also doesn't need to deal with lawsuits from thousands of dealers from eliminating Mercury. The current strategy of giving Mercury rebadged Fords makes the most sense until Ford's financial condition is stronger.

 

I don't think there is one easy way to fix Mercury/Lincoln situation, but I think Ford is on the right track. I'm actually interested in buying a Mariner right now. Rebadging works, I mean how many people out know the Town car is a Crown Vic rebadge? Like stated above, it works until Ford's financial situation is better.

 

Well since killing Mercury doesn't seem to be an option, I'm all for RCtennis's idea. Let them have non-US market Fords.

Entry level:
European Ford Focus (Mercury Minnow)
European Ford Mondeo (Mercury Milan)
Australian Ford Falcon (Mercury Montego)
Austrailian Ford Failane/LTD (Mercury Grand Marquis)

BTW I know the Minnow name sucks but its the only word that started with "M" that I could think of at the moment.

 

Sounds good....

if ford would send mecrucy back to RWD, they could have the Merc and Volvo equal (ponty/buick level), then Lincoln just barely above (acura/infiniti through lesser MB/BMW) and the Brits (all are kinda 1 brand...) at the top.

Oh, you forgot the Cougar (Mountain Lion to fit naming ) on a streched 05 Stang chassis....

 

why not do something like GM?

Ford = the standard vehicle line
Mercury = the FoMoCo Lexus fighter
Lincoln = upscale it to fight the Beemers and Benzes of the world.

They alot less brands than GM does so it should be easier to do something like this.

 

Sounds good....

if ford would send mecrucy back to RWD, they could have the Merc and Volvo equal (ponty/buick level), then Lincoln just barely above (acura/infiniti through lesser MB/BMW) and the Brits (all are kinda 1 brand...) at the top.

Oh, you forgot the Cougar (Mountain Lion to fit naming ) on a streched 05 Stang chassis....

Well Aussies love RWD. The Falcon and the Fairlane are RWD. I still don't understand how Ford can make such nice cars and NOT bring them here. The Falcon is a beast. The Fairlane is a much nicer car than our Crown Vic/Grand Marquis. I'll be honest before I started coming to these boards and started looking at the Global offerings of Ford I thought they deserved to just roll over and die. They have the know how, they have the cars, just bring them here. I still for the life of me don't understand why they wasted all that money on the 500 when the Falcon and Fairlane were already out in Australia. With the cash they could have saved, they wouldn't have to cut corners and not bring us the Euro Focus.

 

Mercury should be Ford's test bed for foreign vehicles, if it could be done profitably. For example, the Aussie Falcons, the Brazillian Fusion, Mondeo and maybe the SportKA. Mercury could sell these vehicles expecting a low import volume and allowing Ford to gauge customer reaction. If a model proved exceptionally popular then a higher volume, slightly de-contented Ford version could be sold. Again, all this would need to depend on the price to profit of converting these vehicles to NA requirements.

 

LOL! Mercury Minnow?!!! That's hilarious! If I were running the show, this is what I'd do-

Keep the Grand Marquis on the Panther platform, give it some needed styling & mechanical updates to bring it into the new Mercury design language, give it the new 3v V8. Drop the "Grand" and just call it the Marquis. Drop the Crown Victoria to just fleet sales, making the Marquis a little more unique.

Bring us the new Euro Focus Vignale retratable hardtop from the Paris show, and sell it as the Mercury Meteor.

Do a wagon (er, "estate") version of the new Milan. Do a coupe version of the Milan too.

A new RWD V8 powered sedan, smaller than the Montego, either off the new Mustang platform or something from Australia, a new Marauder. Perhaps a coupe version as well, (much larger than the Mustang), and a convertible. If you really want to think big, how about a 4 door convertible?!!!



Do something that's segment busting, a small two door wagon, a la Mini Cooper or the Nomad concept, perhaps using the Miata platform? And a really unique crossover, based on the upcoming Aviator platform, though totally different sheetmetal, a la the Infiniti QX45.

 

LOL! Mercury Minnow?!!! That's hilarious! If I were running the show, this is what I'd do-

Keep the Grand Marquis on the Panther platform, give it some needed styling & mechanical updates to bring it into the new Mercury design language, give it the new 3v V8. Drop the "Grand" and just call it the Marquis. Drop the Crown Victoria to just fleet sales, making the Marquis a little more unique.

Bring us the new Euro Focus Vignale retratable hardtop from the Paris show, and sell it as the Mercury Meteor.

Do a wagon (er, "estate") version of the new Milan. Do a coupe version of the Milan too.

A new RWD V8 powered sedan, smaller than the Montego, either off the new Mustang platform or something from Australia, a new Marauder. Perhaps a coupe version as well, (much larger than the Mustang), and a convertible. If you really want to think big, how about a 4 door convertible?!!!

Do something that's segment busting, a small two door wagon, a la Mini Cooper or the Nomad concept, perhaps using the Miata platform? And a really unique crossover, based on the upcoming Aviator platform, though totally different sheetmetal, a la the Infiniti QX45.

Hey Mercury is the one that wants all their model names to start with M...only small thing I could think of was a Minnow. How about the Mercury Moon or something....I don't know. Anyway, FoMoCo Fan you should really check out the Fairlane/LTD at the Ford Australia site. It is powered by the 4.0 liter DOHC V6 with 244hp/281lb-ft of torque or the 5.4 liter SOHC 3V V8 with 295hp/347lb-ft of torque, its RWD, and its full size. Thats why I chose it as the Grand Marquis. I mean its V6 puts out more HP than the American Grand Marquis' V8.

 

The Merc Fix

It actually would not take a lot. The underpinings can be the same as the Ford models. First give them their own unique exterior design, not just a different grill. Second make all wheel drive a Merc option only. Give Mercs a tweaked more powerful engine than the Ford models. Give Merc Montego a V-8 AWD option and add a Coupe/Conv to the Montego line.

 

The worst thing about the Montego, well aside from the lack of hp, is the ride height! The drawing looked great, and the car looks the same as the drawing, but not nearly as good. That's becasue the ride height it just WAY too high. They should make a performance/sport model, drop it several inches, bigger rims with lower profile tires, and MORE POWER!

 

1. restyling. drastic and unique restyling
2. tooling and underpinnings of euro fords for the upscale approach (very costly)
3. better differentiation of SUVs
4. a damned sports car. Build the Messenger!
5. up the power on the Marauder. DO it as cheap but as reliably as possible
6. go all out now with brand differentiation in general instead of playing it safe. Risks can bring great rewards (or failure)

 

Honestly, why doesn't Ford have Jaguar become an ultra-luxury division, Aston Martin as is, let Lincoln rise up to where it should be (Cadillac/Lexus fighter), and have Mercury rise up slightly to distance itself from Ford? That makes sense to me. Jaguar is already pretty limited volume, so making them ultra-luxury, increasing product lifespans, and raising prices and levels of comfort seem logical to me.

 

Jaguar is already jsut a half step below an "ultra-luxury" division. The name alone carries significant weight.
Jaguar's XJ already starts at $62K. XK is at $72K. Jaguar really isn't "limited volume." But it is considered an exclusive brand. And as for product lifespan? The XJ's essentially stayed the same for what... 30 years??

Part of the problem is the fact that Ford essentially abandoned Lincoln 2 years ago. They didn't have the money to match Cadillac back then, and they certainly don't have it now.

I think Mercury should either quit being a Ford rebadge dumping ground... or move to a Chrysler/Buick level. Otherwise... kill it.

 

1) all European Fords become Mercury except the Focus e.g. Ford Fiesta becomes Mercury Fiesta, Ford Mondeo becomes Mercury Mondeo (which is SUPPOSE to happen!!!)
2) Ford Falcon and Fairlane become Mercury (plz! MAKE IT HAPPEN! WE DESERVE FORD RWD SEDANS!)
3) don't just copy from Ford Taurus, Freestar, Escape... etc... rebadging won't help!

 

Jaguar is not ultra-luxury. They are just luxury. Ultra-luxury is $100k+

 

Here's a crazy idea:
1) Ford will still be the people's car of America;
2) Mercury will be a PERFORMANCE-ORIENTED IMPORT DIVISION!
3) And Lincoln should try to redeem itself (like Cadillac did)

Mercury has a lot of potential to become a lot of different things. What I wrote probably wasn't the best idea, but it got me excited- just as Ford Motor Co. should be trying to do with all its brands.

 

Jaguar is not ultra-luxury. They are just luxury. Ultra-luxury is $100k+

I didn't say they were. I said they were half a step below. The name alone will allow it to run with the ultra-luxury cars. The XK's are close to $100K.