Will Mercury Brand Survive?

Thread view:

Enable EMail Alerts

Start New Thread

Thread rating:

Sills - 26 Jan 2006 17:16 GMT

Before I became a VW guy, I was a Ford/Mercury driver. They were much
cheaper to maintain than VW's, too....and I am not 100% certain that I
would necessarily remain with VW next time. I like the Fusion/Milan
siblings, and when I was a Ford guy, I generally preferred Mercurys over
Fords, but with the current problems FOMOCO is facing, will the Mercury
brand survive, or be killed like Plymouth was from Chrysler? Thoughts?

Reply to this Message

Tom Adkins - 27 Jan 2006 05:38 GMT

> Before I became a VW guy, I was a Ford/Mercury driver. They were much
> cheaper to maintain than VW's, too....and I am not 100% certain that I
> would necessarily remain with VW next time. I like the Fusion/Milan
> siblings, and when I was a Ford guy, I generally preferred Mercurys over
> Fords, but with the current problems FOMOCO is facing, will the Mercury
> brand survive, or be killed like Plymouth was from Chrysler? Thoughts?

Just my opinion, of course, Ford will have to retain Mercury to attract buyers such
as you who prefer that line. They are all the same underneath, the difference is in
styling, but you prefered Merc and so do many others. I believe it would be a big
mistake on Fords part to off Mercury.
Looking back at the 80s, look at the T-Bird and Cougar. They were the same car, but
the change in roofline and trim attracted very different buyers. The Cougar looked and
seemed a bit more elegant and upscale. The differences today are less noticible, but
they are identifiable, such as Crown Vic and Grand Marquis.

Reply to this Message

Backyard Mechanic - 27 Jan 2006 12:26 GMT

>> Before I became a VW guy, I was a Ford/Mercury driver. They were much
>> cheaper to maintain than VW's, too....and I am not 100% certain that
[quoted text clipped - 15 lines]
> differences today are less noticible, but they are identifiable, such
> as Crown Vic and Grand Marquis.

I think Mercury is staying alive for two reasons...

1. the Lincoln dealership alignemnt

2. They intelligently cut the ad budget, big-time.
- Accounting then can reduce attributed cost of sales
- Mercury sales hinge on those who KNOW... eg repeats and up-shoppers!
... Ex: Mountaineer.. those who want a slightly better trimmed Explorer
but cheaper.

There's a lot of people who wont buy anything BUT Mercury

3. I think the # of dupe models will decrease... but Mercury always was a
good marque to put re-brands of imports into.
- Capri... and the over-reaching of Merkur

Also look at the styling of Milan, opposed to the Ford version; unlike
the Sable-Taurus, IMO.. a great improvement by being more 'classic'.

Chrysler killed Plymouth gradually ... they let Dodge ( 'cooler' name, as
well) impinge on Plymouth pricing and market.

And dont forget 'DeSoto'... truly a redundant line to Dodge.

Signature

Yeh, I'm a Krusty old Geezer, putting up with my 'smartass' is the price
you pay..DEAL with it!

Reply to this Message

Jon R Patrick - 27 Jan 2006 23:54 GMT

> I think Mercury is staying alive for two reasons...

let's not forget 2 things:
if there's a market for a chevy, saturn, and pontiac chassy-twins,
there's certainly going to be room in the ford lineup for a ford and
mercury twins. Is it ideal and what the japanese/european/korean brands
are going to do? not exactly. A 'mass market' version and then a 'near
luxury' version is quite a bit different than the (for example
hyundai/kia) strategy of the 'family' and 'near sporty' brands. (no
flames - this is hyundai's stated strategy for the long term)

More specifically, the newer mercury's are very attractive cars,
especially in the lighter, metallic colors. They're being allowed to
differentiate just enough, and they seem to be angling towards female
buyers.

So, I don't know if ford has stated that, but it seems mercury will
survive as the near luxury feminine brand -- and I think it will do
quite well at that.

I'm MUCH more concerned about Lincoln. Caddy has majorily impressed me
with their recent products; Lincoln, not so much. I wonder if the
lincoln interpretation of 'american luxury' (big, boat' will allow the
division to prosper, even with the quite attractive designs they're
coming out with.

JP

Reply to this Message

El Bandito - 28 Jan 2006 04:36 GMT

I have to admit I was a little shocked to see the Zephyr (Lincoln) (looking
at cars in my dealer's showroom)

It is small for a Lincoln. the Lincolns I'm accustomed to (along with Caddys
and Crown Vics) are big 4-wheeled ocean-liners. Built like little tanks :)

I drove a 2k1 Crown Vic last weekend (belongs to my *almost* stepfather),
it's a Police Interceptor version Crown Vic, and the thing's a real sleeper.
I'm trying to get him to sell it to me :)

(so much smoother and alive than my 4-banger Contour)

Just a thought, I would *love* to try an all-wheel-drive version of those
things (if they existed). they would rock.

Signature

(\_ _/)
(='.'=) This is Bunny. Copy and paste bunny into your
(")_(") signature to help him gain world domination.

>> I think Mercury is staying alive for two reasons...
>
[quoted text clipped - 23 lines]
>
> JP

Reply to this Message

stonej - 28 Jan 2006 13:09 GMT

What have been the sales figures
for Mercury over the years?

What kind of buyer do they appeal to?

With Oldsmobile it was a long and
slow painful death as sales declined
and GM frantically trying to appeal
to younger buyers with things like
the trucks and minivans with the Oldsmobile name but it was hopeless.

Hopefully Mercury is not in that kind
of situation.

Reply to this Message