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Will Mercury soon be joining Plymouth and Oldsmobile?
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Comments
As for Ford Europe, it will be several years minimum before any of the cars you mention will be the same here and there. The Fusion and the 2007 Mondeo are both new designs and they share nothing. The Mondeo or a derivative of it could easily be a Mercury.
In fact, the thing could eventually be built here. And even if Ford does get it together to have the Ka, Fiesta and Focus the same here as there, Ford has many other European and Asian models that would interest customers here.
But Mercury still stumbles. The Meta One and Cougar concepts were killed before further development. Ford will keep the Freestyle, which even with a new grill will continue to sink in the marketplace. The Meta on the other hand, had some flair and a proposed deisel-electric hybrid. Still, those fat station wagon things like the Freestyle, the Cadillac SRX, the Pacifica, and the Mercedes R Class are all sales disappointments. For some reason, they don't appeal like the other crossovers, or even the traditional SUV. So maybe its best the Meta idea is gone.
But SOMETHING new please, not just a very few Fords with mascara and more jewelry.
The only reason they're not killing Mercury is because
a) They make a profit as it's cheap to engineer a Mercury (Ford + chrome = $$$)
b) Lincoln dealers wouldn't survive without Mercury. If Lincoln expands its line-up, it could be bye-bye Mercury down the track.
It's no great loss, really. I mean, Oldsmobile had the 442, the '66 Toronado, the Aurora, and a hundred years of heritage. Plymouth didn't have skeletons in its closet (although it was a shadow of its former self come the 80's). What has Mercury got? At a stretch, the '67 Cougar and the '49 "Lead Sled" (that was Mercury, right?). Neither of those were particuarly original, groundbreaking, unique or influential.
I hope they expand Lincoln's line-up a fair bit. The MKZ and MKX look great, although they're not breaking any new ground. Lincoln's also channeling its heritage (especially in interior and exterior details), and will hopefully continue this (maybe they can put that Continental concept into production?). They're certainly stepping away from the blandness of, say, the LS, and doing their own thing (the MKZ and MKX don't look like any other near-luxury cars, for example, and the '07 Navigator is....umm, unique.) Hopefully, a successful, rejuvenated Lincoln will emerge, and FMC can push Mercury away.
But when Ford eventually shuts down the St. Thomas plant, I think Mercury's lineup will be nothing more than the Mariner, Milan, and Montego.
http://www.autoweek.com/apps/pbcs.dll/article?AID=/20061016/FREE/61016001/1041/T- OC01ARCHIVE
I personally think this strategy may work because Mercury is a great value. Many people love nicely executed interiors and do not care about car being is much different mechnically from another car and you do not pay much money after all, it is not an Audi or Acura. And Ford platforms are pretty good too, even in affordable cars.
It is interesting though - Mercury tries to attract Hispanics, Blacks and women, so called minorities in other words by making Mercury a fashion statement. It seems like white males do not care about fashion and style preferring boring cars with bland interiors. Is there any statistics about this?
Mercurys still wiil be Fords with slightly different trim for years to come, and nothing new is in the pipeline. No one confuses an Impala with a Grand Prix...or a Pontiac G6 with a Saturn Aura or Malibu Maxx. If GM can use the same car and really differentiate among divisions, you'd think Ford could also figure out how to do it.
I almost feel sorry for the domestics, having stuff like that up to bat against the LS400 and Q45.
Those 1979-91 Panthers seemed more comfy and plush inside than the 1992 and later styles to follow. One of my friends has a 2004 Crown Vic LX and it feels cheaper inside than the 1995 Grand Marquis GS he had before that. And it, in turn, felt more spartan and plasticky than those more angular pre-1992 Panthers.
I think the 1992 Crown Vic was actually my most favorite of the aero style. I liked the open, airy greenhouse with the quarter windows in the C-pillar and the grille-less design, and the slim, tapered taillights. Unfortunately, the public still preferred their big cars with grilles, so Ford stuck one on half-heartedly the next year, and fiddled with it again around 1995.
The '92 Crown Vic actually made me think of an Infiniti Q45. The resemblance is there. Well, okay, maybe you might need to put away the better part of a 6-pack and then stick your fingers in your eye sockets to distort your vision a bit, but the resemblance is there, dammit! :P
I thought the 1998 restyle (when the Crown Vic got the Grand Marquis' roofline) made for a big improvement for the GM's style, but the CV just wasn't as eye-catching IMO.
Ford is in need of serious cash. Mercury offers nothing really different than what Ford and Lincoln already have available for sale. Ford has been trying to make Mercury into a step above that of Ford, maybe in the past they had success like in the 60's and 70's and possibly before than but Mercury hasn't run off of their own automotive momentum in decades. Mercury's in the eyes of the public are not head turners. They offer nothing that you can't get on a Ford except for slighly different styling cues. Ford is is dire straits financially and they need to pool as much money as they can and come up with not just good products but industry leading products, and Mercury is not part of that mix. Mercury has been neglected with products and they have been neglected in having an image car except for the recent mercury Cougar that was discontinued a few years ago. I'm also concerened about Lincoln also. Lincoln aren't going as high end to compete against other makers as I feel they should. MB, BMW, Cadillac and Lexus have a better image, it might sound superficial but image in the world of cars is very important. It's sad but I'll bet within 10-15 years Ford will be gone.
Still, Mercury has had really good years, and as recently as the 1980's was selling multiples of more units than they do now. The present regime at Ford seems to envision Mercury as only Fords with a bit of jewelry on. Oftentimes, Mercurys were only that, but many times they were more.
The Cougar for example has been more. It was a prettier, more elegant Mustang at one time, and a more formal car than Thunderbird. In the latter 90's, it was unigue coupe that outsold everything in its class, including the Mitsubishi cash cow, the Eclipse. However, even hot coupes (other than the Mustang and Corvette) only have a good run of 18 months. Then they need freshening, and after the third year, they need renewing. Mitsubishi understands this and markets its product appropriately. That is why it is still head of the class, even though Mercury could have kept number one status in this niche.
Now Ford sees Lincoln as the new Mercury, and Mercury as only badge-engineered Fords with two tone interiors and more plastic "satin aluminum" and satin nickel. Good luck. Mercury sales are up a bit, but they were so low, where else did they have to go? Montego sales have collapsed, even though it is definitely more attractive than the 500. And this in the lucrative mid-size to full-size sedan niche.
Ford will keep Mercury, because they need it to support Lincoln and the Lincoln-Mercury dealers. But this whole set of plans since the mid-90's has been the most awful and stupid giving away of market share, that they might have hired monkeys and ended up with better plans.
It is a stretch to say though that Montegos sales have collapsed. You can say the same about 500. It has nothing to do with Mercury as a marque. Just compare (from Autosite.com):
Make Model YTD 2006 YTD 2005
Ford Five Hundred 62,028 75,146
Mercury Montego 16,244 18,438
YTD 2006 Montego sales make 25% of Ford 500 – slightly more that in 2005 and proportion is the same for Fusion and Milan or Sable and Taurus. Mercury does exactly what was intended – adds 25% more sales to Fords bottom line. People who would never consider buying Ford may still opt for Mercury. Making Mercury more unique will do exactly what you all suggest to avoid - squandering resources on not so important projects. Unique Mercurys never sold well btw.
But then Ford sells more Mustang coupes (not the most practical or popular body style) than they do Fusions.
And you and I can disagree about unique Mercurys. I am not old enough to have partaken of the early 50's lead sled Mercurys, but they did not share any body part with the Fords of the era. Later, they began sharing bodies, but at least Mercurys had longer wheelbases, often different rooflines, many different body panels, and better interiors. And they sold far better than they do now.
There is no reason that Mercury could not be re-made into having a relationship to Ford as Chrysler does to Dodge, or Pontiac does to Chevy (or Hyundai to Kia for that matter). If GM, which was in big financial trouble, can differentiate their shared platform cars among divisions, I think Ford could also attract a unique crowd to Mercury if the product was there.
If they cannot think larger than two tone interiors and a waterfall grill, Mercury will always be 25% of Ford or less. It is lack of will and lack of imagination that Mercury has been relegated these past few years to less than also run status.
Mecury is an easy slaughter for the American Revolution... Right behind Toyota.
Rocky
Take care and good night. Catch you tomorrow. :shades:
Rocky
Which class it is exactly that Mitsu is at the head of, gregg? Because where I live, Mitsu doesn't exist anymore...can't give 'em away.
Something I've wondered...did the Evo Lancers have any halo effect for the regular Lancer Sedans?
I don't expect to see a lot of Evos, but I'm a little surprised at how few "regular" Lancers I see. Maybe it's just my area, but...
I think they could pull a Saturn and do very well.
Mercury has been many things over the years, since it was created in the 1930's. Many of those years, it has meant nothing more than rebadged Fords. But at times it has successfully been much more than that. The bean counters and Ford family members could never see its potential as a real division consistently. Maybe Mullaly can knock some sense into them.
Not sure about the Milan but the Montego is going to be renamed Sable. Will this get "Sable-ized" like the 500 getting "Taurused" I'm not sure. But I do like your idea of the "Big M" being the euro-Ford outlet, a la Saturn/Opel.
I finally did see a Montego about 1.5 weeks ago, nothing special. Was actually shocked to see one.
The thing is, if FOMOCO gets rid of Mercury, would buyers roll into Ford, Lincoln or Volvo OR go elsewhere as when Olds folded? I mean, at least to me, many people didn't go to Buick, Pontiac or other GM product when Olds folded. Maybe I'm a little biased as myself, family members and friends that owned Olds' didn't buy another GM when time to replace the Olds (still have my w-body Cutty). I'm sure some did, but how many crossed over to Honyoda and others?
We don't need the Sable. The original Sable was a good seller, but it didn't look like a Taurus with a Mercury name and feminized interior. The 08 Sable IS an 08 Taurus inside and out, with a bit of splish and splash. Give the Milan a wheelbase stretch (not at all difficult or expensive) and keep it. Bring the Mondeo here as the midsize. Give Mercury a Cougar, based either on the Mustang or the Australian rear drive platform. Dump the stupid old Grand Markee, and see what happens. Not a lot of investment, to see if they can save themselves from the Mercury dealers' lawsuits.
Say, gregg - how about if we just rename the Grand Marquis the Grande MK-E?????
Just kidding. Ford needs to either rebody the CV/GM and Town Car with modern styling and shorter overhangs, or get rid of them. As they are now, they are laughable and pathetic. Sort of like the Checker, before it passed on.
Don't think they'll dump GM/CV as they are cash cows. Tooling and the like has been long paid for, so they'll probably roll with them until sales hit some ungodly low number. I am wondering why a Cougar concept hasn't popped yet; I'm thinking a concept/end product like the original, as you stated, off the Mustang platform. That could inject some life into this patient. And maybe I'm sentimental since I owned one.
The way this episode is going I don't think even "House" could save them at the end. :surprise:
Yep, the Panther cars are very old, and although updated under the hood, they're an old fashioned car from the 70's. But the architecture and engineering is well nigh paid for, fleets all over the country still order them in the millions, and it's all that's saving them for the moment.
That never occurred to them though. Instead, they threw money away on grill and tailight changes every three years or so, that did nothing but take away from the bottom line. How many people can even tell which grill goes with the most current version?
Bill killed it mostly because the gas tank needed repositioning to comply with new DOT regulations - and he didn't have the money to do it. Alan borrowed the money and kept them going for now.
My strategy, and I think ARMs too is; repair the Ford reputation by making high quality, high value mainstream cars in North America. They have to get some style out there NOW, that pops, so people will buy them in droves. Mustang style.
And as for the EuroFocus being too expensive, there are several responses that come to mind. First, we now know it would have been CHEAPER for Ford to base the 08 Focus on the European archtiecture than to do what they did. The alleged "too expensive" message was propaganda for "let's see if we can get at least 8 years out of each generation, and then just reskin it...the cost savings will really help the bottom line." (NOT.) Also, there are Euro small cars and hatchbacks that sell for high prices and succeed in their niches. The VW R32 comes to mind and the EuroFocus has a model to match it.
So, I want Ford to offer a Mercury Mondeo, and a couple other Euro models that are different from most offerings here. Maybe an Australian Falcon reclothed as a G Markee...
They would be cheaper if built in Mexico.
As an owner of a 2004 Crown Victoria, I love big cars more than anyone. But higher fuel prices and higher CAFE standards (because of this global warming propaganda I don't believe, but most do) will mean the end of the big cars we love. I don't want to get off on an political tangent, but some say a war with Iran means $100/barrel oil and $5.00/fuel. How do GM and Ford compete with Toyota and Honda with 35 mpg CAFE and/or $5.00 gasoline.