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Saving on the platform development allows the company to invest those savings, into other items such as interior materials, quality, dependability, etc.
Unfortunatly, is you do not use the same platform for other vehicles, then you will NOT have an efficient vehicle program, and soon it'll be cancelled such as Camaro/Firebird. And Ford isn't the only manufacturer doing this, Toyota, Honda, Nissan, GM, Chrysler, Mitsu, etc. All need to reuse their platforms on other vehicle strategy.
By a manufacturer offering different vehicles, that are pretty much the same (badge engineering most commonly known) they target other demographics. Case of the Ford Five-Hundred and Mercury Montego. Mercury shoppers are very different than Ford consumer's. They want a Ford, but do not necessarily which to drive a vehicle that is common at every traffic light. Therefore, they have THAT option to go to. ANY option, better than NO option, creates a large chance they'll stick to the Ford company, period.
But in the case where platforms are being used for various vehicles, that's not exactly badge engineering. The Futura, Mazda6, Lincoln sedan, Ford mid-size unibody SUV, next minivan, will all share the same platform, but every vehicle will be vastly different from one another.
Whereas, badge engineering fits the case of the Freestar to Monterrey.
Although I know a lot of people hate "badge engineering", it does have its merits in that it gives you more choice over styling details. For example, I bought a Pontiac Parisienne rather than a Chevy Caprice. You can make a Parisienne into a Caprice or vice versa by swapping about a dozen parts. The cars are really as identical as two cars can get. But there is something about the Pontiac grille that I really like, which is what attracted me to the car in the first place. If only the Caprice had been available, I might be driving a Mercury Colony Park today. You shouldn't be fooled into thinking that badge engineered cars are actually different, but if you take them for what they are, it just gives you more choices.
-Andrew L
I have a friend who bought a Tribute, over the Escape, the only reason was mainly because the Tribute had a longer warranty, and it's lower body cladding was painted, rather than the Escape's rubberized panels. And sometimes it's those differences that can appeal to some people, and allow them to stay within the company.
While for Ford, you'll have a twin ONLY supplied to Mercury. Hence Futura, Mercury clone, Freestar/Monterrey, 500/Montego. Currently the only vehicle that will be tripled, is the Escape, Tribute, Mariner.
And incase you mention the Focus senario sharing with Volvo and Mazda, the engine offerings, suspension tunning, etc, is so different from each other, that I wouldn't even call it a twin to one another.
One thing that we seem to forget sometimes, is that any car company from anywhere, must be profitable, or they go the way of American Motors, or Chrysler, or Packard, or
Studebaker, etc. So, platform sharing, parts bins and decontenting will always be a way of car life. Every component will always be made as cheaply as possible, yet to specifications from the manufacturer. If a panel can be made cheaper, but isn't too noticeable to the consumer, it will be. If a switch can be eliminated and not lose sales, they will. And I hate this as much as anybody else, but if the company doesn't make money, the stockholders don't hold their stock, and the whole ship sinks. It's business.
Those who make cars that never compromise on the product or quality - are now owned by someone who does. (Rolls, Bentley, Land Rover, Aston Martin, Jaguar).
The Mariner is a fine idea. It is already profitable, and that's the name of this game.
The Ford family is in the Car business - to make money, not cars. Henry was the last guy who only cared about the cars, and about lost the company several times because of it.
The surviving car companies will be the ones who can meet the most customer's wants and needs, in the most efficient manner. If that's 10 cars on a platform, who cares? I can tell you that there is a HUGE difference between how the Explorer feels and how the Aviator feels, and they're the same platform and share tons of the same parts. But if you didn't know it, you wouldn't guess they are even relatives by simply driving the two. So, it makes sense to do it, it makes money to do it, and it doesn't offend me at all.
Well, from one view your idea about the Explorer and Aviator makes sense, but think about it this way: Ford sells a certain number of Explorer Limiteds and a certain number of Aviators. If they drop the Explorer Limited, do you think Aviator sales will increase by the number of Limited sales in the previous year? I don't. Some of those buyers will go elsewhere. If you have both models with even minor differences, you reel in more people who think the Aviator grille looks cool, or prefer the Explorer wheels.
Of course, what they could do is just make one line of SUVs and let you pick and choose interchangeable things like grilles, wheels and interiors. Car ordering used to be more like that years ago, but the assembly process is so heavily automated now that it would slow things down if people got to special-order whatever they want. So instead of making all the choices stand-alone options, they get packaged into different models, trim levels and equipment groups so the line workers don't go crazy trying to get the orders straight.
-Andrew L
Ford couldn't do. He never owned one. I, on the other hand, like the Ford line, but like to be a little different than everyone else on the block, and got into Mercury, and then Lincoln as quickly as I could afford it. So, variations on the theme, Eddie Bauer, Limited, satisfy people like my Dad, who want some luxury, but don't want to appear to be upscaling.
I'm also pushing for a longer warranty on Mercury vehicles 4/48K, and a bump up on Lincoln vehicles. 5/60K
~alpha
GM would definatly match it if Lincoln were to make such a move, but it would also send a message that the detroit automaker's are being more serious about quality and reliability.
Chrysler would be the manufacturer that might be dented by matching such a warranty, but they can step up to 4/50K to seperate themselves from their Dodge brand, and let MB take a 5/60K B-B warranty spot.
But do not be surprised to see one of the major automaker's take this step in a few years. Already Mazda is offering 4/50K B-B warranty, that is a "one up" the Tribute has, over the Escape (being almost identical as it is).
ANT, could you perhaps be misunderstanding the meaning of "Powertrain Warranty" as it applies to today's warranties? It seems that you are claiming powertrain warranties only offer coverage when the entire engine/transmission fail. It is my understanding that the whole Powertrain neednt be faulty, just a major component of the either the engine or transmission. Thus, the warranty applies to the powertrain.
~alpha
Yes powertrain is anything relating to the components that compose the driving of the vehicle, tranny, engine computer, engine, front subframe, axle, etc. All manufacturer's will have warranty claims pertaining to any of these, BUT the majority of vehicles will hit 100K easily, without having such issues. These are more common on FWD vehicles from what I've read.
I wouldn't mind having a 100K warranty, but see how the manufacturer's would handle having such a warranty. If the warranty may NOT be transferable, and most consumer's replace their vehicles before 100K, then chances are they can offer it, and have less claims called upon because of the above mentioned people replacing their vehicles. Whereas a 5yr. B-B warranty, might be a bit costlier for a manufacturer since it's NUMEROUS items that can go wrong during the period the consumer will be keeping the car, and paying for that car as well (if they chose 5 year financing).
Although, if a manufacturer does have a transferable 100K warranty, read the fine print as to WHO it can be transfered to. Most times, it's ok within the family. Sometimes, it's not.
And having a long warranty, doesn't necessarily mean the vehicle is dependable. While Kia offers a long warranty, it doesn't guarantee you from not visiting them a few times a year on warranty issues.
If it's ready in time, That's what I'll probably get.
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2015 Kia Soul, 2021 Subaru Forester (kirstie_h), 2024 GMC Sierra 1500 (mr. kirstie_h)
Review your vehicle
~alpha
Source: Wieck Media
http://x.wieck.com/pv/WKA/2004/01/05/WKA2004010535846_pv.jpg
http://x.wieck.com/pv/WKA/2004/01/05/WKA2004010536309_pv.jpg
http://x.wieck.com/pv/WKA/2004/01/05/WKA2004010536265_pv.jpg
Ford's Media Release:
http://media.ford.com/article_display.cfm?article_id=17141
Right on, unfortunately. I guess the Mercury badges and aluminum trim was on back order.
In all, I guess this helps flesh out the Mercury "line-up" but still does nothing to give this useless division a purpose or vision.
Bret
The Monterey is a new entry, the Mariner will come next, then the Montego, then the Futura-twin. It just takes time.
And for those thinking, "rebadged vehicles won't sell". The Grand Marquis (clone of the Crown Vic) had higher sales this year, over last. As well as the Mountaineer, which had higher sales than the past year. While their Ford equivilants had lower numbers then the previous years for those vehicles.
I like the Mariner, if it had been available when I was looking for my small SUV, I would probably had bought it. It has the coolest design, really pretty.
Of course, by Ford doing this... It would open a floodgate, and you know GM would match it soon after. I believe everyone is expecting that, my guess is "who will make the first move".
But sidenote: The Escape has improved it's dependability quite a bit since introduction, and is not one of the most trouble free SUV's in it's class. So a longer warranty might be just for peace of mind.
I know Mercury will take a while to build, but I don't think it has much of a future as just a rebadger of Ford products (nor does Lincoln). I think the Grand Marquis is an exception to the general rule because it is competing in a market where the only other options are its platform mates (Town Car and Crown Vic).
My very elderly (near 90) uncle just bought a Grand Marquis not because it's a Mercury, but because it's the only option out there for a RWD, body on frame, bench seat, tufted "sofa style" (his words, not mine) big sedan that "builds them like they used to." He couldn't afford the TC and, to him, Fords are "jalopies" for "cheapies." This is not the logic on which I'd want to build a brand.
Bret
Ford isn't the only automaker undertaking this. There's numerous other vehicles that are just rebadged, or restyled over an exsisting vehicles. Camry and Avalon for example, and I'm not throwing in the Es330 only because throughout it's time it's changed a bit more, but realistically it's a Camry. Yet it sales aren't affected because it's just a rebadged/restyled Camry.
We are also beginning to see other manufacturer's doing the same, GM just released it's Buick Terraza, Saturn Relay, copies of it's Chevy Uplander minivan (currently Venture). Saab is taking a Subaru and redbadging it. Isuzu took a Trailblazer, and rebadged it, etc. It's very common actually.
The days of 400K+ unit sales vehicles are being numbered. Save for maybe the F-150, Accord and Camry, we will see many more vehicles entering the marketplace, but in limited numbers. Most consumer's have grown tired of buying vehicles that might be hard to find at the parking lot since there's 10 other's to pick from. So variety in vehicles is what we will begin to see.
For those thinking Mercury should die, they really can't. If it weren't for the Grand Marquis, Mountaineer and Sable sales they make, their twins might not even be alive. Most manufacturer need to at least sell 75K of a specific platform/vehicle, to make it a solid case. That number is lower on some vehicles, because of improvements in engineering and manufacturing costs.
As an example, the Escape sells 160,000+ Approx., when the Mariner comes out (Ford hasn't released sales targets yet) let's say they sell 40K units. The Escape shopper's will probably not cross-shop the Mariner, but some might (like Tribute to Escape). And let's factor in that maybe 10K buyer's bought into the Mariner, INSTEAD of the Escape. Let's kill 10K from the Escape's 160K, we get 150K. BUT most importantly, we have 30K gained units from the Mariner. That's 30K buyer's that have a higher chance to buy again into the Mercury or Lincoln brand. In turn, possible future buyer's.
That's 30K (example) sales that aren't going to another manufacturer, and that's another factor to take into considering when many of those come back to lease something else, or upgrade to another vehicle. Sidepoint: Ford (whole) has the highest loyalty rate (return buyer's) in the industry, and Mercury has the Sable, Mountaineer, and Grand Marquis, which EACH have THE highest loyalty rate, in their segments (RL Polk Survey released recently).
Then we have consumer's, and their needs. I had one friend choose the Tribute, over the Escape because she preferred painted bumpers, over the Escapes rubber one's (this was before Escape offered Limited version). And the extra warranty was a piece of mind. (Which she never got to use). The Mariner will do the same.
Then we have consumer's shopping at the dealership. You will have buyer's wanting to shop the Lincoln Aviator at the dealership... Reality hits that they can't afford it, the Mountaineer is their next possible choice. And having that consumer at the dealership, gives L/M a HUGE change of having that person walk out with something.
Same with the TownCar/Grand Marquis as you stated in your example. And in some way they might have a consumer who wants a Mountaineer and might not be able to afford it, they'll realistically take a Mariner. Plus it's not a vehicle crosshopped with a Lincoln one, therefore all the better.
Then we have market share to factor in, without Mercury, there wouldn't be Lincoln. They wouldn't be able to sustain themselves independently. Not only because of product, but costs as well. Ford wouldn't give up approx. 400K units of marketshare up.
Granted, I personally would love for Mercury to have entirely different vehicles than Ford. In fact, I would ship over Ford's best cars from overseas...Mondeo, Falcon, Puma, Fiesta...But that would require massive investment to federalize them for U.S. safety/emmissions standards, and that's not something the stockholders would wish to see at this time.
So this is what we are given... rebadged vehicles that sell with minimal investment...Conclusion: Safe profits.
Watch them run for their lives!!!