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Ford Sets Out to Save Mercury
The Daily Auto Insider
Tuesday, October 17, 2006
October 2006


Ford's Mercury brand lives — at least for now, Automotive News reports.

Despite calls by industry analysts and others for Ford to kill off its ailing Mercury brand — its sales have fallen below 200,000 units from its 1978 peak of 580,000 units — the company is unveiling a fresh product lineup supported by a 20 percent boost in ad dollars, the story said.

Except for the Grand Marquis, all of Mercury's models have been refreshed or redesigned since the 2005 model year. But, aside from the restyled, re-engineered 2008 Mariner and a mild freshening for the 2008 Montego, industry sources told Automotive News that the model line will remain basically untouched through the 2010 model year.

However, next spring, Mercury will introduce its new marketing message with the 2008 Mariner, positioning the brand as "the sophisticated alternative to mainstream vehicles."

Also, as part of its plan, Mercury will seek more Hispanic, female and black buyers. In May, Mercury sponsored the eighth annual Miami Fashion Week, and it sponsored a similar event in New York. This month Mercury sponsored a Latino film festival in Miami.

Mercury's lineup for the 2007-10 model years:

Mariner: Restyling, re-engineering for 2008 model year
Milan: Debuted 2006 model year; no significant changes expected
Montego: Debuted 2005 model year; restyled grille, new headlight treatments for 2008 model year
Mountaineer: Redesigned 2006 model year; no significant changes expected
Grand Marquis: No significant changes expected