Mercury brand's Last Chance? Or the Calm before a new Scion?

By Automotive Staff | March 04, 2008
In so many ways, it's a dying brand. From its glory days in the 60's with the Cougar and Cyclone Spoiler II, Ford's Mercury brand has been reduce to nothing more than badge-engineered Fords with more chrome. Many have questioned Ford's continued support of the brand, but Jim Farley, Ford's new marketing guy, feels that Mercury should become Ford's Scion. Though selling only 168,422 cars is horrible by major brand standards, it is close to the number of cars Scion moves annually. With that, Farley believes that Mercury should move from being the volume division of Lincoln Mercury to the entry level division of Ford. In this role, the brand could do much to revitalize the whole Ford operation, getting buyers when their young, putting them under the Ford umbrella where they'll hopefully stay,, migrating up through Ford then Lincoln as they age. Our take? Mercury was already supposed to have done this with the Cougar more than a decade ago. It would be shame to let the brand die, perhaps instead of moving it down market Ford could turn it into their Saturn, making it instead the home of all their European models here in the states. The biggest fear to bringing the “better” European models here was that they didn't suit American tastes and we wouldn't pay a premium for them. Fine, Mercury is supposed to be more expensive than Ford and cheaper then Lincoln anyway. Comprise the Mercury lineup with the Fiesta, Euro Fucos, Mondeo, S-Max, and upcoming Kuga and see what happens. via The Car Connection
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pawel0905
pawel0905

I have to say that I really agree with this dission, if that would happen that would be the best thing,I would not like to see ford go from 7 car brands to only 2 or maybe 3. I love all the models from europe they sould bring them here.

Balboa455
Balboa455

The problem that happens when Ford brings its Ford of Europe models here is that they decide to manufacture them in the U.S. with different suppliers. And somehow in the translation, cost cutters get a hold of the vehicles and out comes the garbage...Only if Mercury brings Ford of Europe vehicles manufactured and built to the Ford of Europe Standards will guarantee success. Look at the Saturn Astra model...

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