Last post on Apr 19, 2012 at 4:15 AM
You are in the Ford Fusion and Mercury Milan Hybrid
What is this discussion about?
Ford Fusion Hybrid, Mercury Milan Hybrid, Hybrid Cars, Sedan
#324 of 1144 Re: DC Auto Show [coldcranker]
Feb 11, 2009 (7:00 pm)
Umm...the 2010 Fusion is already quiet, perhaps more so than the 2009 MKZ. The 2010 Milan shares alll the upgrades, and provides a slightly more stylish interior, and a slightly different exterior.
I prefer the Milan styling. Lots of people prefer the Fusion. Ford has no business putting a lot of differentiation here, when it is still doubtful whether the whole shebang will surviive. I am still hoping they save the Mercury brand. If they are able to do so, right now it will be by providing half-efforts (which are super cheap to do) like the Milan. If Ford can turn around (and that is a big if), then maybe Mercury will be something again. Meanwhile, I'd buy the Milan hybrid for the exclusivity and slightly more formal look. I don't want the suspension any more wallowy than the Fusion.
#325 of 1144 Re: DC Auto Show [gregg_vw]
Feb 12, 2009 (6:50 am)
Right. If you want a wallowy suspension go buy a Buick. Ford already offers 2 suspension packages for the Fusion and the Milan gets the softer of the 2.
Next thing he'll be asking for a bench seat........
#326 of 1144 Re: DC Auto Show [akirby]
Feb 12, 2009 (8:40 pm)
akirby, Have you never heard of brand differentiation? Get a clue.
#327 of 1144 Re: DC Auto Show [coldcranker]
Feb 13, 2009 (7:40 am)
You don't get "brand differentiation" by cloning another brand's product and tweaking the suspension.
Mercury needs unique vehicles to thrive as a brand, not just clones and rebadges of Ford products. Right now they only exist to allow Lincoln dealers to sell Fords, and that's ok for now. Longer term they'll either kill the brand or give it unique products. You're seeing that now with the lack of a new Sable to go along with the Taurus.
Why does everyone think that it makes business sense for a mfr to make whatever vehicle they want?
Toyota and Buick have that market cornered already. Ford needs to be different.
#328 of 1144 Re: DC Auto Show [akirby]
Feb 13, 2009 (8:04 am)
I think a big problem for Mercury is that there isn't much room between a well-optioned Fusion and an MKZ for the Milan to differentiate itself.
#329 of 1144 Re: DC Auto Show [texases]
Feb 13, 2009 (8:56 am)
Ford is purposely moving the Ford brand upmarket (look at the Flex and new Taurus for proof). Lincoln will be the volume brand on the high end. Mercury will have niche vehicles that complement the other 2, but you won't see any rebadges. I expect some of the new Euro vehicles to be Mercurys.
#330 of 1144 Re: DC Auto Show [akirby]
Feb 13, 2009 (10:44 am)
Yes, I agree. Mercury with few exceptions has not been differentiated from Ford for decades. The last Cougar, based on the Contour/Mystique was unique to Mercury. But for the most part, there have been no "more sound deadening/more plush suspension" type differentiations or anything else for a long time. It has just been different front and rear styling details and some interior trim differences. Crown Vic/Grand Marquis the same. Contour/Mystique the same. Fusion/Milan the same. Escape/Mariner the same. It is no wonder that Mercury sales melted away even more than other brands.
I do remember when Mercuries received unique rooflines and body panels and/or longer wheelbases or special options. But with the success of so many companies from other parts of the world, even the genuine Pontiac/Mercury styling/upgrades that used to be done before the 1990s to differentiate them from Chevy/Ford is not even enough. We no longer need such brands for volume and variety, as the choice out there is already phenomenal and increasing all the time. Just wait until Chinese and Indian and Malaysian vehicles get good enough to enter our market. If Mercury is to survive, unique models will be the only way to do it.
#331 of 1144 Re: DC Auto Show [akirby]
Feb 13, 2009 (10:54 am)
akirby said "You don't get "brand differentiation" by cloning another brand's product and tweaking the suspension. "
The first 2 things are things they could easily do, the 3rd is one they are doing:
1. Making the Merc Milan Hybrid ride smoother with more progressive spring rates.
2. Milan Hybrid quieter due to the application of more sound-deadening materials like soft polymers inside body panels.
3. Milan Hybrid already looks a little different.
Then, if somebody buys a Merc Hybrid over a Fusion Hybrid, they can say the Milan rides better and is quieter, and they paid about $1,000 more for it. The Fusion Hybrid can be the one that holds a turn better. Differentiation between the Fusion Hybrid and Milan Hybrid. Those first two changes would cost about $500 to do by Ford, so it means their profit margin is better, since it has long been known people will pay for more quiet + smoother ride (generally older, more affluent buyers). Otherwise, the Fusion Hybrid and Milan Hybrid are really the same cars, which seems silly to me.
#332 of 1144 Re: DC Auto Show [coldcranker]
Feb 13, 2009 (11:09 am)
There are no real world differences in selling prices between Fusion/Milan, Escape/Mariner and so on. If anything, the Mercury models tend to sell for a bit less than the Fords, and the resale tends to be worse as well. How in the world will Mercury, already in its death throes, increase sales by raising prices?
It ain't gonna work, or it would have been tried by now. And Ford is already giving all those upgrades to Ford (the Fusion Hybrid will be one of the quietest cars on the road), so how is the Milan going to be enough noticably quieter than that so that Joe Blow will pay more dollars for it? Mercury needs unique vehicles, not Fords with some lipstick. Ford is already up market past where Mercury used to be.
#333 of 1144 Re: Another article [kdhspyder]
Feb 13, 2009 (12:54 pm)
"On the E Coast Fitzmall and Laurel CarMax are the two that everyone 'shops' first online. The internet prices are almost always at invoice or below. Just call them and tell them which stock number you want and they'll pick you up in that car at one of the DC/Balt airports. You can sign the papers in the car and drive it away. "
that sounds amazing. I haven't been in the market for a car for ~ 10 years. What is a comparable company on the West Coast? (I'm in N Cal)