Where Is Ford taking the Lincoln Motor Company?

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Comments

  • volvomaxvolvomax Member Posts: 5,238
    Because market share is "sexy".
    It is the one barometer of an auto companies health that everyone can understand.
    Car companies whose market share is climbing are percieved differently than car companies whose share is stagnant or declining.

    Next, the more cars you have in circulation,the better off you are.
    The UAW likes it,because it keeps the factories open and producing.
    Dealers like it because it means more business,esp parts and service(which is where virtually all the dealer profit is these days anyway)
    Finally, the suits like it because they can point to increasing sales units. At the end of the day, the barometer in sales is how many more than how much.
  • marsha7marsha7 Member Posts: 3,703
    All that is well and good, but in order to have the money to come up with new/improved products, upgraded plant machinery, and simply making a better product, one needs profit, as market share is, actually, only a sexy word that means literally nothing, esp if you are losing money...

    If management is so conerned about market share that they are willing to sacrifice profits, only an idiot will be a shareholder, and I may have to develop as much contempt for mgmt as I have for the union...omigod...

    rockylee...rockylee...rockylee...we may have something in common after all... :mad: :cry: :confuse:
  • rockyleerockylee Member Posts: 14,017
    rockylee...rockylee...rockylee...we may have something in common after all...

    I thought that day would be impossible !!!!!! :blush:

    -Rocky
  • marsha7marsha7 Member Posts: 3,703
    The one thing about me that you might not understand is that, for all the contempt I have for the union worker, union mentality and attitude, and union way of using 10 people to do the work of 2, I really do have just as much contempt for incompetent management...

    But, when you have a few hundred thousand workers or three CEOs (one per Big 3), dumping a CEO rarely causes much of a monetary savings, whereas dumping 50,000 unneeded line workers amounts to a great savings, esp over a period of time...

    If my math is right, releasing 50,000 workers, who cost at least $50K per year (salary, benefits, retirement, etc) saves (does my calculator have enough zeros?) $2.5 billion per year, $25 billion over 10 years...

    Even an overpaid CEO at $50-100 million (which they do not deserve) is gone in an instant, and the $50-100 mil is a drop in the bucket compared to the billions...

    The CEOs/Owners who come to mind that were worth every penny
    they were paid are Henry Ford, Sam Walton, Bill Gates, Steve Jobs, Jack Welch, Warren Buffet, Lee Iaccoca (K-Car and minivan), to name a few...some were the true Capitalists and some were simply CEOs that knew their business and either grew their company to be a powerhouse (GE) or brought it back from the brink of disaster (Chrysler)...

    But paying a CEO many, many millions simply to leave for doing a poor job (Nasser at Ford, for example) is just as obscene to me as watching 10 union workers stand around while one digs the hole and the others "supervise"...
  • hardhawkhardhawk Member Posts: 702
    Don't mince words Marsha, tell us what you really think! Look at the bright side, with the poor decisions and the economy continuing to tube, your bankruptcy business should keep growing. That is good after the hit we all took when the Bankruptcy Reform Act (Legislation by VISA & Mastercard) went into effect back in October of 2005. I am hoping the 2008 model incentives will get better by November or December. Sure hope Ford & Lincoln can hold on until the next gen products roll out. It would be nice to see the return to the 1960's when the rich drove Cadillacs, the very rich drove Lincolns, and the ultra rich drove Imperials. Since we don't have Imperials any more, it would be nice to see Lincoln on top!
  • rockyleerockylee Member Posts: 14,017
    It's not just CEO salary that is the problem. I beleive it was last year or the year before "Devine" 2nd in command at GM, made more money than Wagoner. It's not just one guy at these large firms. Hundreds of millions to billions of dollars can be sucked and distributed to several upper management in a company the size of a GE. I've seen my fair share of paper pushing management people following a boss around brown nosing. I'm like how many "secretary's" is needed ? What a waste of money. Us union folks have seen the other side of the coin. ;)

    -rockylee
  • There's truth on both sides. Things have gotten out of whack with both management and union. No one needs to earn $100 million a year for doing the exact same work as someone who earns $2 million (and gets better results).

    At the same time, why do union members expect better benefits and wages than other laborers doing comparable work? Better compensation in many cases than many professions which require advanced degrees?

    In both cases, it is because they can, they have been able to get these things, and they will try to increse their gains if at all possible or not. It has nothing to do with a fair wage. It's more like killing the goose who lays the golden eggs. The pendulum slowly swings...
  • akirbyakirby Member Posts: 8,062
    I'd go a bit further and say it's extortion - give me what I want or I'll strike.

    The UAW workers actually believe that all of the other comparable jobs out there are underpaid and need to be brought up to UAW standards. They also believe that they are paving the way for other workers to get more pay and benefits across the board. And they think they deserve all of the company's profits but none of the company's losses because it's not their fault.

    I think the UAW leadership understand the situation, but I doubt that the UAW members want to accept it.

    I smell a "market correction" and it's long overdue.
  • jeyhoejeyhoe Member Posts: 490
    UAW - I have a Masters Degree and have been off work more than on the last 6 or 8 years. No one pays me when I'm laid off (well, except for unemployment which is enuf to pay for gasoline). Maybe I should join a union and carry a sign and get paid? Maybe my job situation should be brought up to union standards? Maybe pigs should fly.

    Ford etc:

    Got my latest Motor Trend yesterday. Has their summary rundown of SUVs and trucks. Each gets a para and some specs and a one-liner to sum up.

    For Lincoln mkx and mlt, the sum up was:
    "Used to be a proud luxo brand. Now just a Ford trim level. Tragic."

    And for Mercury Mariner/Mountaineer:
    "For female buyers only. Apparently."
  • marsha7marsha7 Member Posts: 3,703
    Hawk: Corp downsizing isn't what is fueling the bankruptcy business...it is those "interest only" loans given to folks with rotten credit, in the hopes they would "see the light" and want to do everything to keep the home they were never qualified to own...so, as the payments rise after the 2-3 year "grace" period, we find that folks just took advantage so as to live in a nice neighborhood for a few years, now going back to their apartments with no one to buy the house...so, after foreclosure, bankruptcy eliminates the $50-100K deficiency...

    Rocky: I read some years ago, that between the lineworker and the CEO in Toyota, there were 7 layers of employees, and in GM there were 11 layers of bureaucracy...so, one must ask, what does GM need four more layers of bureaucrats (probably thousands of unneeded employees) to do that Toyota can do with so many less???...that, to me, is incompetent managament, obviously, a leftover from the good old days when GM was a cash cow that could do no wrong...

    How many offices in the Ford Glass House are unnecessary positions that could be eliminated today and save the company millions???...not hundreds of millions, like dropping 30,000 line workers, but millions in savings nonetheless...

    Yes, I am pro-company, but not pro-incompetent mgmt...

    Soon, I will remove the gloves and tell you how I really feel, but for now, I couch my words nicely, so my point is somewhat indirect...:):):):):)
  • Exactly. A correction is long overdue. There aren't enough company profits out there to bring other workers up to UAW standards, even with the increases we have seen in overall productivity.

    Moreover, if high school educated workers could earn a $90,000 wages/benefits package across the board, then what do we do for nurses, occupational therapists, psychologists, chemists, college professors, teachers, research associates, accountants, archeologists, social workers, correctional officers, dieticians, engineers, etc.--all of whom require degrees, often advanced degrees--and all of whom are generally paid less than UAW workers (sometimes far less)? Again, there isn't the money available, private or public, to "move everyone up." But I doubt that the UAW has explained any of this to its membership.
  • lemkolemko Member Posts: 15,261
    Don't forget Ovitz over at Disney. Wasn't he paid something like $30 million to leave?
  • Yes, and most boards are brain dead.
  • akirbyakirby Member Posts: 8,062
    They don't understand how inflation works, either. Bring all that pay up and costs go up across the board and bingo - double digit inflation.

    As for rising health care costs - they think the government should fix that. And keep the imports out at the same time.
  • volvomaxvolvomax Member Posts: 5,238
    All that is well and good, but in order to have the money to come up with new/improved products, upgraded plant machinery, and simply making a better product, one needs profit, as market share is, actually, only a sexy word that means literally nothing, esp if you are losing money...

    Bingo!
    Really what you end up with is a 3 way battle between the sales guys, the bean counters and the engineers.
    Sometimes its a wonder any cars get built at all.
  • rockyleerockylee Member Posts: 14,017
    Rocky: I read some years ago, that between the lineworker and the CEO in Toyota, there were 7 layers of employees, and in GM there were 11 layers of bureaucracy...so, one must ask, what does GM need four more layers of bureaucrats (probably thousands of unneeded employees) to do that Toyota can do with so many less???...that, to me, is incompetent managament, obviously, a leftover from the good old days when GM was a cash cow that could do no wrong...

    You pretty much make my point. :) I will also note that their is no more than a 25% pay gap between levels from top to bottom at Toyota. ;)

    -Rocky
  • akirbyakirby Member Posts: 8,062
    While I agree 100% that executive compensation is way too high in most cases, it is set by the market. If one company doesn't pay their executives then another company will. So you have to pay them market rates. This is true with all employees in non-union situations.

    The unions (UAW specifically) ask for higher than average and higher than market compensation and threaten to strike if they don't get it. That's extortion - pure and simple.
  • rockyleerockylee Member Posts: 14,017
    While I agree 100% that executive compensation is way too high in most cases, it is set by the market. If one company doesn't pay their executives then another company will. So you have to pay them market rates. This is true with all employees in non-union situations.

    The unions (UAW specifically) ask for higher than average and higher than market compensation and threaten to strike if they don't get it. That's extortion - pure and simple.


    I'm confident I could find somebody in India, that has more "degrees" than our nearest star the (Sun) to run Ford Motor Company for a million or two and not $28 million like ARM, and do a better job. ;)

    -Rocky
  • euphoniumeuphonium Member Posts: 3,425
    If you think somebody from India is going to be an improvement, you are uninformed about their caste system and culture.

    Leave the selection of top management to well educated and informed board members coming from a variety of industries.
  • akirbyakirby Member Posts: 8,062
    He was being sarcastic. A little outsourcing humor.
  • jeyhoejeyhoe Member Posts: 490
    "He was being sarcastic. A little outsourcing humor"

    I find very little funny about outsourcing.

    A good friend just got laid off after training his replacement - in India.
  • fintailfintail Member Posts: 58,501
    Yes, looking at the performance of many facets of American industry over the past few decades. it is obvious that being educated and having insight is what grants one a position on a corporate board :sick: :sick:
  • rockyleerockylee Member Posts: 14,017
    I also was curious when the new "hurricane" engine series will debut ????

    -Rocky
  • It is supposed to be available in the 2009 F150. One has to assume it will be offered ASAP in the Expedition/Navigator as well. Ford takes its time with these things...
  • akirbyakirby Member Posts: 8,062
    It probably would have been out this year if they hadn't cancelled it mid project and had to start over.

    I wish Fields and Mulally had been in control 7 years ago - Ford wouldn't be in this mess.
  • alltorquealltorque Member Posts: 535
    Hey, I live in Lincoln, (UK), and as far as I know Ford isn't taking it anywhere. It's been here since at least Roman times and isn't up for sale or a move.

    Sorry, having a mad half-hour and couldn't resist. :)
  • talismanphltalismanphl Member Posts: 3
    I am a 44 yr old professional with a solid management position with a well known firm located in Southern California. I am a true motorhead and someone that family, friends, and coworkers speak with regarding car purchases, etc. I haven’t been able to recommend a Lincoln or Mercury model to anyone in years - although I have recommended the Fusion to a couple of people looking for a midsized sedan over the Aura and Camry (4 cylinder models for all). Lincoln, what do you mean in today’s marketplace? What differentiates you from Chrysler or Buick models? Cadillac made a decision to move up into the true luxury market, which has proved to be a great decision. Lincoln decided not to continue chasing Cadillac, and to stay in the near luxury market with very traditional model offerings. In my opinion, it was a huge strategic mistake. Your current vehicles attract almost no consumers under 60 yrs old. Many are probably buying the last new car they’ll ever buy in their lives. Why are you hesitating on taking chances with your engineering and styling. Remember when the CTS and the second generation of the Escalade were first introduced? Whoa! Expressive styling and solid engineering - strong smooth motors, good handling, solid but comfortable rides, and inproved interiors. Much improve build quality - not perfect, but not falling apart at the rate that they used to. What did this led to? Improved Cadillac sales, enhanced status/image, and greater resale value. Have you guys checked out the depreciation rate on your Lincoln models? It’s horrifying! Partially due to all the fleet sales (there must be a million Town Car rentals out there) and the fact that virtually no consumers really want your vehicles. Your current models fail to elicit any positive emotion from people. I remember the 60’s Continental and Mark III models. Classy, elegant, powerful, luxurious - they were great cars that people wanted to own. OK, and maybe to pretend they were members of the Kennedy family, but you get the point. I’d like to know what Lincoln stands for now and what it means to consumers. Do you know what Lincoln means to you and Lincoln Division employees? It has to have some emotional attachment to you? Look at the original Continental, the Mark II, the ‘61 Continental, the 68 Mark III… or heck, even the Mark VII LSC. Elegant, powerful, luxurious, classy - what do these milestone models in Lincoln history mean to Lincoln employees and to you? If they truly mean something, then take the chance to bring them back to life. Not literally, but almost as if these models had continued in production, with styling updates and technological advances that allow them to maintain their sales and continue to have the essence of their original elegance. Lincoln, what do you stand for? Why are you meaningful? Thanks for listening to my rant =)
  • You think they are listening?? If they were listening to anything other their own dumb plans, issued from overpaid doofuses who think they deserve millions in salaries, they wouldn't be in this mess...with a tarted up Fusion to compete with the CTS, a Town Car older than Andy Rooney and far less relevant than he is, a Navigator still using the 1998 body and same engine it has always had, an MKX that is a trim level of the Edge...and a proposed new FWD/AWD model that is the Taurus blandmobile with some of the blandness removed. Oh, and somehow they are going to turn the Flex into a Lincoln.

    Now, the RWD sedan is supposedly coming, but probably not before the 2012 model year. Lincoln could be gone by then what with BMW and Audi planning 12 new models each by that time. Ford still doesn't get it that the stakes have been raised much, much higher. They are trying to do now what they should have been doing 10 years ago: a handful of new models to complement the LS. The target is different now, and model proliferation is the only way to get big volume anymore. In that light, Lincoln still has no real plans to save itself.

    Experience Mark LT!
  • cdnpinheadcdnpinhead Member Posts: 5,620
    this has certainly turned ugly.

    Not that I disagree -- my premier issue is the way the Lincoln LS was treated, not that it's anywhere near relevant anymore.
    '08 Acura TSX, '17 Subaru Forester
  • marsha7marsha7 Member Posts: 3,703
    make you wonder if Lincoln management "gets it" at all, or is the real plan to kill Lincoln, use Ford as the breadwinner, and move Mercury slightly upscale, lower then Lincoln, but higher than Ford, kinda like what Buick/Olds used to be over Chevrolet, but not Cadillac...
  • jls123jls123 Member Posts: 2
    I agree that the Lincoln lacks a brand persona - what is a Lincoln? At one time the brand meant elegant, reserved, sophisticated luxury as opposed to the flamboyant, brassy, in-your-face, "new money" Cadillac persona.

    I am not sure myself what the brand means, even though I have owned a Town Car and a Continental in the 90's.

    If and when Ford decides to define the Lincoln brand, they should bring emphasize some of historical achievements, such as the car's performance in the Carrera Panamerica.
  • akirbyakirby Member Posts: 8,062
    Come on people - this isn't rocket science or breaking news. Lincoln was the victim of several things happening at once: severe budget cuts due to Firestone fiasco, no internal competition with Jag, total lack of leadership and direction (in and out of PAG, multiple head honchos) and probably one of the biggest problems - lack of global platform development. In the pre-Mulally Ford you either had to build your own platforms from scratch or beg/borrow or wheel and deal to build joint platforms with other divisions.

    Did Lincoln waste 10 years of product development? Of course they did. But that's water under the bridge now.

    With Jag on the auction block that certainly opens up the Ford Luxury market. Mulally forcing global platform sharing brings viable RWD platforms back into play, something Lincoln could not afford by itself. Fields greenlighting the new Hurricane/Boss engines and TwinForce technology will provide the much needed power improvement. And based on the MKR concept - there is a direction now for Lincoln.

    All the pieces are in place now, but it will take several years for Lincoln to get back even close to where it should be. You can't expect 10 years of neglect to be fixed overnight.
  • akirbyakirby Member Posts: 8,062
    And as far as Lincoln being replaced by Mercury - it's the other way around. There have been no new Mercury products announced, but several new Lincoln products (small CUV, Lincoln Flex, MKS, etc.).

    If anything they're killing Mercury which makes sense if you look at the imports who only have 2 brands (Honda/Acura, Toyota/Lexus, Nissan/Infinit). My bet is they'll keep the Mercury brand but use it for niche vehicles in the future. Lincoln dealers will stand on their own or be combined with Ford dealers (already happening).
  • Even though it is a more expensive car, the MKS should do better in the marketplace than the MKZ, because it is more distinctive, less Ford-y. And it had better. We're still waiting for it to go on sale.

    That's another thing still needing a fix: Ford's VERY long lead times between showing a model and actually selling it. We have been looking at the MKS for years now. No one saw the 08 Honda Accord undisguised until literally days before it went on sale. Hopefully, learning that lesson is the reason no one has seen the Lincoln "Flex" yet (and not that its introduction is planned well after the already slow-to-market Flex).

    BTW, Jag on the auction block opens up nothing that wasn't available to be opened before. Jag, which is hardly a blip in the marketplace anyway, never competed with Lincoln...at least no more than (and probably less) than Volvo competes with Lincoln (or some Fords). Getting rid of Jag may be good because Ford management was never capable of attending to so many brands.

    In Mulally's 14 months at the helm, sales have continued to plummet every month. Lincoln has increased somewhat by offering more models.

    I have owned more Ford products than anything else among the 27 vehicles I have purchased. I owned Ford stock for many years (but no more...I'd rather stick needles under my eyelids). Say what you want, Nasser bashers, but the nosedive really took hold after he was dumped.
  • british_roverbritish_rover Member Posts: 8,502
    Say what you want, Nasser bashers, but the nosedive really took hold after he was dumped.

    That is something I never understood. Nasser didn't seem like such a bad CEO at all. The acquisitions of Land Rover and Volvo were good moves. I don't think Ford would be selling LR if Jag wasn't in such bad shape. Combined is the only way those two companies can succeed so they must be a package deal. Jags reliability gains must be transfered over to Land Rover in full and Land Rovers marketing/sale successes must be transfered to jag.

    Yes Ford depended to heavily on SUVs while ignoring their cars during Nasser's time as chairman but so did GM and Chrysler so that was an overall Domestic problem not just a Ford one.
  • akirbyakirby Member Posts: 8,062
    The MKS was delayed by about 6 months due to significant re-engineering caused by the torque in the twin force engines.

    Also, when Fields took over he sent several planned vehicles back to the drawing board including the F150 and Mustang because the changes were too conservative.

    I believe we'll see things happen faster starting next year but Ford still seems to be committed to do things right even if it means more delays.
  • marsha7marsha7 Member Posts: 3,703
    Ford survives, but isn't this something like Nero fiddling while Rome burns, and no one will notice until only ashes remain???
  • lemkolemko Member Posts: 15,261
    ...are a bargain! I saw a 2005 Town Car Cartier edition for about $21K on a used car lot. Was almost tempted to buy it as a replacement for my old Park Avenue.
  • Bigger bargain: Add three or four thousand and you can get a 2004 Jaguar XJ8 with low miles, RWD, 300 hp, all the bells and whistles, and reliability which is one thing Ford did give to Jaguar.
  • british_roverbritish_rover Member Posts: 8,502
    Yup 2004 XJ8s are a huge bargain right now.

    Ignore the first few

    Scroll down to the 2004 with 46,000 at Jake Kaplan's for 24,995 with the 100,000 miles jag CPO warranty. You could probably buy that car for 22,500 or so maybe less depending on how slow they are this time of year.
  • grbeckgrbeck Member Posts: 2,358
    The rot started long before Nasser assumed the helm.

    In the early and mid-1990s Ford sold lots of Tauruses, Sables and Windstars with the 3.8 V-6 that was virtually guaranteed to blow its head gaskets after the 50,000 mile mark. Those vehicles also had terrible automatic transmissions. All three sold in very large numbers, and turned off quite a few buyers to Ford.

    The Contour/Mystique were promising cars that needed more development, but Ford threw in the towel after one generation.

    The 1996 Taurus failed because of the controversial styling and the previous generation's quality problems. Instead of sticking with the car, and improving the bad while emphasizing the good (as Toyota and Honda have done with their core vehicles), Ford let the car rot while it focused on SUV and pickup truck profits.

    When Alex Trotman took charge, he launched the Ford 2000 reorganization scheme, which really hurt the company and threw it into chaos.

    Nasser inherited a company that relied on trucks and SUVs to stay in business. It had serious problems that he either ignored, or made worse. The problems didn't start with him, but he didn't do much to correct those underlying problems that surfaced with a vengeance when the Japanese invaded the SUV market and gasoline costs began escalating.
  • lemkolemko Member Posts: 15,261
    I probably asked before, but what was the fundemental difference between the Ford 3.8 V-6 and the GM 3.8 V-6? I know from experience the GM engine is excellent while being told to avoid Fords with the 3.8 like the plague.
  • lemkolemko Member Posts: 15,261
    ...about old Volvos being designed with a T-Square and triangle with two coins to trace for the wheels. Did the designer of the 1996 Taurus only have an elipse template and two quarters?
  • akirbyakirby Member Posts: 8,062
    The problem was it used a cast iron block with aluminum heads. Different types of metal expand and contract at different rates which is what caused the head gaskets to fail so often. I assume the GM 3.8L was all cast iron or all aluminum so it didn't have that problem.
  • akirbyakirby Member Posts: 8,062
    And the CTS was designed using Origami models........
  • Went down in November. They had been slowly, incrementally rising month-to-month from having almost completely tanked. Now a bit of a downtick again. Not good, considering they struggle to sell less than half as many as Cadillac does...and Cadillac sales went down this month too.

    I don't know of course, but I think the best the MKS will do is fend off a further bottoming. And the Lincoln Flex may pick up a few sales when the "Ford" MKX will have fallen off by then. This is not a great picture for a recovery. But at least it sounds like the suits have finally gotten the message. Much later than most people would, but even slow learners get it after awhile. Now, two more years minimum to a standout Lincoln vehicle (MKR). Hope they make it until then.
  • akirbyakirby Member Posts: 8,062
    From a business standpoint you need to consider Lincoln/Mercury and as a whole Lincoln/Mercury sales were up. With costs more under control now I think they'll be fine until the new platforms arrive. I've said all along they're just treading water right now after being thrown into the ocean without a life preserver. Given the platforms and drivetrains currently available I think that's the best they can hope for.

    It also seems that Ford is putting more emphasis on Lincoln and less on Mercury going forward and that's a good thing. Short term I think the MKX and MKZ need more distinct sheetmetal and all the new MKS features. The Navigator needs new sheetmetal and they all need powertrain upgrades. Follow that with a new Town Car and MKR built on a new RWD platform and I think they'll be in great shape.

    Remember the old saying: 9 women can't build Rome in a month! ;)
  • I think they make a mistake by putting so little emphasis on Mercury. Even with starving the brand to where it is only a Ford trim level, Mercury sales were way up, even as Ford and Lincoln dippe down a bit. This is where they continue to be slow learners. Ford (and Lincoln) have done best when Mercury also does well.

    In these later years of Ford losing so much market share, the starvation of both Lincoln and Mercury has come with a terrible cost. Lincoln cannot be both Lincoln and Mercury without watering down what a Lincoln is (as was done with the MKZ). Mercury could get attention and differentiation, regardless of the budget. Chrysler manages to differentiate Chrysler, Dodge and Jeep even as they struggle, and GM for the most part does not relegate Pontiac and Buick to just a trim level of Chevrolet.

    Many readers suggest the Saturnization of Mercury. Given Mercury's past pathetic attempts to market European iron, I doubt the suits would ever go for that. But get Lincoln some real Lincolns (the MKR and new Town Car, plus another rear drrve derivative...and a CUV like MKX and an updated Navi). Then the MKZ and MKS with some trim changes would make excellent Mercurys.
  • akirbyakirby Member Posts: 8,062
    I still think that Lincoln will be the volume entry level luxury brand and Mercury will be relegated to niche vehicles (which isn't a bad thing IMO). I see future Mercury roadsters, hybrids, convertibles, etc.

    Incidentally I just looked back at the Nov. sales figures. The MKZ was down 10% in November compared to Nov. 06 but it's actually UP 6% YTD over 2006. And the Town Car has been out of production for several months while production was moved to St. Thomas after Wixom was closed. They won't resume production until January. Since the TC is mostly fleet anyway I would expect the sales volume to return by February/March.

    I do think the MKZ needs a refresh next year along with the 3.7L engine to stay relevant.
  • jeyhoejeyhoe Member Posts: 490
    Mercury used to be my brand of choice. But for 15 or 20 years, Ford has pushed Mercury as a 'womans' car with the names and the advertising. Mercury 'couldda been a contenda', but not when u eliminate 50% of your prospective buyers up front. I dont get the usefullness of that. Akirby sees Mercury as a niche vehicle with roadsters and convertibles etc. Sorry, all due respect, Mercury is already a niche vehicle - women's niche. FoMoCo cant even get thru their heads that a Mustang-based Cougar would be a good thing. They're not going to build niche roadsters and convertibles when that takes development dollars and they only expect to sell a few. Also, for anyone to say Lincoln is the volume car at Lincoln-Mercury is to ignore history and reality. There are many more buyers for a $20,000 Milan than there are for a $30,000 Mark Z. Just basic economics. However, Ford ignores half of those buyers cause they're men. Is that any way to run an auto company?
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