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Mercury Milan, Mercury Montego, Mercury Mariner Hybrid
#66 of 308 Re: Should Ford Kill Mercury? [gregg_vw]
Dec 04, 2006 (12:18 am)
Every time I see Ford 500 I feel sorry for Ford. How they could imagine that this thing could put world on the fire?
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.
#67 of 308 Re: Should Ford Kill Mercury? [savetheland]
Dec 04, 2006 (6:47 am)
16,000 to 18,000 sales per year is awful for a mid-size to full-size popular-priced sedan. And I do say the same about the 500. That they can't even move 100,000 of their Impala/300 competitor is awful.
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.
Jan 07, 2007 (8:08 pm)
Ford doesn't know how to manage a brand if it cam ewith instructions. Instead of wasting time buying import crap like Volva's and Mazda's they should have built Mercury up to be the import killer it should have been. Instead, they drag it down to where a Chevy Aveo is a more solid car than some glorified Ford POS.
Mecury is an easy slaughter for the American Revolution... Right behind Toyota.
#69 of 308 Re: I hope so [gmrules1]
Jan 07, 2007 (8:10 pm)
I guess you answered my question in the "buying american cars and what does mean" forum with this last post.
#70 of 308 Re: I hope so [rockylee]
Jan 07, 2007 (8:13 pm)
I guess so.
Take care and good night. Catch you tomorrow.
#71 of 308 Re: I hope so [gmrules1]
Jan 07, 2007 (8:14 pm)
#72 of 308 Re: Should Ford Kill Mercury? [gregg_vw]
Jan 11, 2007 (1:45 pm)
Mitsubishi understands this and markets its product appropriately. That is why it is still head of the class
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.
#73 of 308 Re: Should Ford Kill Mercury? [nvbanker]
Jan 25, 2007 (10:10 am)
Was speaking of the Eclipse. Remember the Cougar (based on the Contour)? It was a #1 seller, but Ford did not uncerstand that hot coupes have a very short shelf life. Mitsu understands this and updates the Eclipse frequently. That is why it stays in the 2 door coupe game (and usually on top sales-wise), even though Mitsu on the whole is in the toilet.
#74 of 308 Re: Should Ford Kill Mercury? [gregg_vw]
Jan 28, 2007 (8:40 am)
Oh ok. The Eclipse is somewhat still alive - but nothing like it was 10 years ago, it was RED HOT back then. I get 0 call for Mitsu cars these days. Haven't had an order for an Eclipse even.
#75 of 308 Re: Should Ford Kill Mercury? [nvbanker]
Jan 29, 2007 (10:03 am)
It's still pretty rare to see a new Eclipse where I live (Washington, DC)...
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...