Comments on: Despite Ford’s optimism, Mercury could be dead by 2012

By: richt62167

richt62167 — Fri, 19 Oct 2007 15:00:29 +0000

mazdaman,
I Like Mercury I really hate to see it go.I like the looks of the Mariner. I think they should incorporate that look into all there car’s
So when I’m president…….

By: DeansterTJ

DeansterTJ — Fri, 19 Oct 2007 12:53:23 +0000

Hey, what the **** happened to the MetaOne SUV and Mercury Messenger? Why don’t they just ****ing liberate the funds to build these great-looking cars instead of flounder with these epic pieces of **** on the lots?!

By: jackjimturkey

jackjimturkey — Thu, 18 Oct 2007 22:32:25 +0000

Maybe Ford can just be trucks, SUVs and mustangs, and FMercury can have the other cars.

By: mazdaman

mazdaman — Thu, 18 Oct 2007 21:37:23 +0000

richt62167:
I totally agree. I have read posts on many websites that state that Mercury has an upscale appearance due to the waterfall grille and different headlight/taillight treatments. I say it doesn’t. If Mercury wants to be a true upscale near luxury brand, then everything the customer sees and interacts with needs to be unique and upscale (not just the badge, grille, and exterior lights). Mercury’s practice of offering slightly modified Ford vehicles has stripped the brand of an identity and has rendered it nearly irrelevant in the auto market. What a sad existence for such a historic auto division.

By: richt62167

richt62167 — Thu, 18 Oct 2007 21:05:04 +0000

mazdaman,

I stand corrected on the Nissan/Infiniti I need to do more resurch. Anyway what my point was. If Ford want sell Ford’s Mercury’s and Lincoln’s they need to change more then just frontends/rearends. Like Honda Pilot/Acura MDX, Saturn Sky/Pontiac Solstice, Chrysler 300/Dodge Charger so on,so on

By: SSEAN54

SSEAN54 — Thu, 18 Oct 2007 21:04:41 +0000

i think this is incredibly bad news. I’ve always been a fan of classic Mercury. The idea of a new Cougar certainly appeals to me. It should be based on the Mustang Platform. If anything- mercury should dump it’s SUV line and focus on cars and have something of their own that doesn’t have a ford, lincoln or mazda clone.

By: jackjimturkey

jackjimturkey — Thu, 18 Oct 2007 16:16:48 +0000

Lambda!

By: Commodore

Commodore — Thu, 18 Oct 2007 15:37:13 +0000

Thanks for popping in

By: Commodore

Commodore — Thu, 18 Oct 2007 15:36:51 +0000

Ok kiddo

By: tripleonefive

tripleonefive — Thu, 18 Oct 2007 06:08:15 +0000

Just wanted to pop in this thread and say that domestics are inferiorto teh Japanese based on resale value, build quality, and reliability. Check any magazine in the last 20 years and it will tell you the same
Just a reminder thats all in case you forgot
Mercury can be the sports division sort of like what Pontiac is to GM. Import that aussie Falcon and make a Cougar(not a Probe but Cougar) off the Mustang platform. If they will sell trucks they should have the powerful versions of the trucks like Cataract Escapade and Denylie. They have the 6.0 in them and the TaHOE has the smaller engine.
If they don’t do something soon they are DOOMED. I was looking fwd to renting one soon though

By: Commodore

Commodore — Thu, 18 Oct 2007 02:36:43 +0000

Agreed Madcapp. And although I think Ford should do something drastic with Mercury, it doesn’t sound like they are going to so I am not going to be surprised if its dead.

Ford’s situation is different though, because they are selling LR and Jaguar and will have no other luxury brands to compete with except Lincoln. Mercury is comparable to Saturn, Buick, AND Oldsmobile so GM did the right thing letting one of those go..it was just too cluttered because all of those were overlapping. With Ford however, if they get rid of Mercury they will only have Ford as the entry cars and Lincoln as the top of the line cars (unless they choose to intergrate Volvo into the middle if they don’t sell it off too that is)

By: Madcapp

Madcapp — Thu, 18 Oct 2007 01:05:10 +0000

Mercury has been irrelevant for more than a generation.

By: 1c3d0g

1c3d0g — Thu, 18 Oct 2007 00:44:06 +0000

Well, I can see Ford’s hesitation to kill Mercury. If you recall GM’s Oldsmobile closure at the beginning of this decade, they had an extremely tough time getting dealers etc. to agree that it was time to move on. But hopefully Ford will continue to push forward this idea and make it a reality by 2012.

By: 67_L-88

67_L-88 — Thu, 18 Oct 2007 00:31:54 +0000

Yeah, give us the cougar. I was never much for Mustangs, but Cougars are awesome!! Also, make it IRS.

By: mazdaman

mazdaman — Thu, 18 Oct 2007 00:31:39 +0000

To me, Lincoln’s current or future products (MKZ, future MKS, MKX, and future D3 platform large crossover) are actually products that Mercury should be selling. Lincoln should be building products built off of a dedicated, upscale, rear wheel drive set of components. Upscale versions of the front wheel drive platform vehicles with unique exterior and interior designs and more standard and available options should be Mercury’s purpose as a near luxury competitor (with a couple of image building rear wheel drive performance vehicles thrown into the mix).

Here’s how I would configure a future Mercury lineup:
* Capri: FWD/AWD compact sedan & coupe-cabrio (Euro Ford Focus platform)
* Milan: FWD/AWD midsize sedan & coupe cabrio (Mondeo platform).
* Sable: FWD/AWD large sedan (updated D3 platform).
* Mariner: FWD/AWD compact crossover (Kuga platform).
* Villager: FWD/AWD midsize crossover (updated Edge/MKX platform).
* Monterey: FWD/AWD large crossover (updated D3 platform).
* Cougar: RWD/AWD performance coupe-cabrio (Australian Ford rear wheel drive platform).
* Marquis: RWD/AWD flagship 4-door coupe similar in concept to the Mercedes CLS (Australian Ford rear wheel drive platform).
* Cougar and Marquis are low volume, image building vehicles. The rest of the lineup would be the bread and butter models to carry the brand.
* NONE OF THESE CARS WOULD SHARE ANY EXTERIOR OR INTERIOR STYLING WITH FORD BRAND VEHICLES.
* To further differentiate Ford from Mercury, I would offer AWD as standard equipment on Mercury products and optional equipment on Ford products.

I know that my suggestions are just pure fantasy and will never see the light of day. Ford doesn’t have the money, time, or resources to make it happen. I am also not sure if Lincoln could ever successfully be moved upscale into the luxury market again. I think Mercury has lacked an identity for so long that it could handle a move into true near luxury territory. Oh well, it is kind of fun to speculate what could have been.

By: F451

F451 — Thu, 18 Oct 2007 00:31:17 +0000

Mercury was dead over two decades ago. Bury it while there is still time.

By: 084tws

084tws — Thu, 18 Oct 2007 00:12:57 +0000

This is what Mercury needs:

http://www.mercurycougar.net/gallery/data/500/154cbluexxx.jpg

Make it a little bit longer than the Mustang, V8 standard, more luxurious interior etc etc etc…

I would certainly buy one.

By: DeansterTJ

DeansterTJ — Wed, 17 Oct 2007 23:29:36 +0000

I thought Mercury was already dead. Who gives a **** about this ****ty company anyways? When’s the last time anyone here bought a Mercury, or thought about a Mercury as a potential new car? Please. Mullaly should just kill himself.

By: jimmy8

jimmy8 — Wed, 17 Oct 2007 23:24:02 +0000

1st, Mercury Dealers come in 4 flavors: Ford-Lincoln-Mercury, Ford-Mercury, Lincoln-Mercury, and believe it or not, there is a small hand full of just plain old stand alone Mercury stores out there. It will cost Ford a lot to kill off Mercury. They will need to buy out dealers, and they will have to do something about the Lincoln-Mercury duals. The Ford duals will be fine on their own, but the Lincoln ones won’t. Mercury stuff may be copycats of Ford stuff, but at a stand alone Lincoln-Mercury store its fine, because Lincoln doesn’t have a comparable product, and their isn’t a Ford sitting next to it. The importing stuff from europe thing will never happen, so get over it. Everyone would like it to but its to expensive to make those vehicles legal in the US. End of story. There will be Lincoln-Volvo stores before there is Lincoln-Mazda, so thats not going to happen. Ford still only owns 1/3 of Mazda so it can’t, but I think luxury Lincoln-Volvo stores would be a real possibility. I think 3 things would make a huge difference in Mercury. 1) Reintroduce the Mercury Cougar on the Mustang platform. Not a copycat, 5.4L around 350-400 hp and 6 speed instead of 4.6 with a 5 speed, independent rear suspension, and charge a premium over the mustang. 2) Make one of the Ford teams in NASCAR run Milans instead of Fusions. It would be the same bodywork and engine, just a different sticker and marketing package. 3) Kill the Crown Victoria and start selling the Grand Marquis to the police and Taxi companies. These 3 things would bring so much needed attention to the brand it would be rediculous.

By: Fleming in Tennessee

Fleming in Tennessee — Wed, 17 Oct 2007 23:06:04 +0000

Mercury has a great American heritage. Anyone recall that Mercury started what is now the flip-top “Funny Car” class of dragsters? The very first flip-top funny cars were 1966 Mercury Cyclones driven by Dyno Don Nicholson and Fast Eddie Schartman. Anyone remember the Woods Brothers Mercury’s that dominated NASCAR super speedway races in the ’60’s and ’70’s? I recall the 1965 Mercury Park Lane was the Car of the Year from either Motor Trend or Car Life! 1967 Mercury Cougars won several Trans-Am races. Big Mercs won the famous Pikes Peak races in ‘63 and ‘64. Merc’s were very different from Fords through most of the ’50’s, ’60’s & ’70’s, with unique styling, their own dashboards, even some of their own V8’s. Brother-in-law owned a diesel Lynx in the ’80’s that got 60+ mpg! V8 Merc’s used to dominate the Mobile Ecomony Runs in the ’50’s and stood the world on its head with the introduction of those beautiful ‘57 Turnpike Cruisers. Mercs are still sought after by the Hot Rod crowd, i.e. James Dean Merc, Lead Sled Merc. Mercury has a proud heritage, Ford just needs to get their act together. Americans want to but American, they just need better choices. We don’t need to lose more American brands. Mr. Mulally, bring back the Merc!

By: autonutt

autonutt — Wed, 17 Oct 2007 22:56:57 +0000

mazda man is right.. there really is nowhere for Mercury to go in the Ford organization, since its other brands are encroaching on every possible niche Mercury could fill. The “Euro” platform plan most people seem to advocate is dashed because most future Ford-branded models will be based on Euro, Japanese and Aussie platforms. The sporty import-fighter niche is already handled by Mazda. The near-luxury niche is covered by the downgrading of Lincoln. It would almost make more sense to kill Mercury, then dual Mazda and Lincoln dealerships.

By: mazdaman

mazdaman — Wed, 17 Oct 2007 22:26:42 +0000

richt62167:
The Nissan Altima and Infiniti G sedan are not the same vehicle. The Altima is a front wheel drive mainstream midsize sedan and the G sedan is a rear wheel drive compact/midsize sport/luxury sedan. They do have similar profiles and they are obviously made by the same corporation, but they have different platforms and layouts underneath.

If Mercury is leaving, then I guess Ford won’t have to work so hard to try to move Lincoln upscale. Right now, Lincoln is a near luxury player. It currently operates in the segment that Mercury should rightfully compete in. Lincoln should be moved upscale to its former spot of luxury marque and then Mercury could be given room to become a true near luxury brand. I either would like to see Ford Corporation fix its brands so Mercury can have distinct products (not rebadged Ford clones) or kill Mercury so it is not limping along in its current, pitiful faux upscale Ford state. I would prefer the former option because choices and alternatives are what make the auto industry so interesting. It would also be great to see Lincoln transform into a true luxury player again.

By: richt62167

richt62167 — Wed, 17 Oct 2007 21:11:35 +0000

That so sad that the Mercury brand will be dead in about 3 years. like “scarface03″ said why wait till 2012 Do it now. Everyone is talking about Mercury’s are just rebadged Ford’s. What about Nissan/Infiniti and Toyota/Lexus Why does it work for them….?? Because they know how to do it right!! For example you take a Nissan Altima and a Infiniti G sedan The same car but totally diffrent. Now take a Ford Fusion and a Mercury Malan still the same cars. Just diffrent front and rear ends. Big woop! the interior’s are identical for god’s sakes. Boy Henry Ford mut be turning over in his grave.

By: autonut

autonut — Wed, 17 Oct 2007 21:04:14 +0000

And FYI this news comes of 50th anniversary of Edsel. I **** you not

By: jackjimturkey

jackjimturkey — Wed, 17 Oct 2007 20:34:26 +0000

autonut: you have a point

By: Robert

Robert — Wed, 17 Oct 2007 20:24:03 +0000

For the last time. They cannot sell Euro Fords as Mercury because in two years, those will be Fords. The Fiesta goes on sale in about 18 months. The Focus is about 12 months behind it. The Fusion’s next update will be very good and then the EUCD2 comes about 12 months after the Focus. What happens to Mercury then?

Mercury is a dead brand unless Ford changes its purpose. Instead of being a “softer” Ford, they have to turn it into an “urban” car or a “green” marque or a “sport” brand.

You have to also realize that while we don’t see any Mercury plans, it could be that Ford is keeping tight wraps. They have started cracking down on leaks of their plans (other than general moving to Euro/Aussie derived platforms) and when Mulally joined a year ago, he started axing A LOT of programs in favor of a better overall product strategy. It could just be that part of the axing was to stop making Mercury a Ford rebadge and change its direction entirely.

My money is that Mercury dies – it doesn’t have a place unless Ford gets really creative with it. But I still give it some chance of surviving as a chic “eco” or “urban” brand in very limited quantities (100-150k per year). Everything else is covered by Lincoln or Volvo (which Ford will most likely hold on to).

By: autonut

autonut — Wed, 17 Oct 2007 20:19:32 +0000

OK put yourself in the seat of guys who run Ford ops in USA, the biggest group. if you bring “foreign” models to sell in US you just admitted in your own uselessness. Because nobody prohibited you to develop better product here. Execs in US are certainly NOT paid less then in Europe and Australia. Will not happen. It company dies they all have golden parachutes.

By: HoosierHero

HoosierHero — Wed, 17 Oct 2007 20:18:25 +0000

I would be sad to see such a well-known nameplate disappear like Oldsmobile. Others can come and go like Plymouth, Eagle, Izuzu, but Mercury had a good history. I really hope Ford makes some changes to keep it around (sans rebadging Ford models). All this does is take one more car choice out of the mix.

By: Ward Cleaver

Ward Cleaver — Wed, 17 Oct 2007 20:00:53 +0000

inline6 makes a lot of sense. Whatever happens, I hope the ‘Mercury Girl’ will always have a job at Ford.

By: LamborghiniZ

LamborghiniZ — Wed, 17 Oct 2007 19:56:16 +0000

Just started thinking about the concept of bringing Euro Fords to the US as Mercurys. If they did that, who on earth would buy a Ford? If they brought the Euro Focus over and rebadged it as a Mercury, who would buy the FORD Focus when Mercury had an undeniably superior vehicle? I mean i guess if they jacked the price up on the Merc version they wouldn’t totally overlap, but enough so to make it a move that would spoil Ford’s domestic offerings.

By: inline6

inline6 — Wed, 17 Oct 2007 19:54:32 +0000

The best way to sustain Mercury is to bring over the European and Australian models and sell them here: Fiesta, Focus, Kuga, Mondeo, Falcon/LTD, C-Max, S-Max, and Galaxy.

The Euro Focus is on the same platform as the current Mazda 3, which is sold here at competitive prices. The excuse that the Euro Focus would cost too much is simply ridiculous.

Importing Euro Fords, however, is a BAD idea, as our currency keeps sliding downward.

That said, I DO NOT understand why people aren’t buying the new Sable and Milan in decent numbers. Both are very good vehicles, reliable, powerful, economical, space-efficient, well-priced, and have more refined styling than their Ford counterparts. They’re also being built with FAR better attention to detail and material quality, though they can still stand to improve a bit.

I’m a GM fan, but as it stands now, I’d probably buy a new Sable over a LaCrosse or Avalon. Though I’d think long and hard about the LaCrosse, since its styling updates look pretty good.

By: atourya

atourya — Wed, 17 Oct 2007 19:42:02 +0000

I think that the product cancellations is, in part, due to a change in direction for mercury. I don’t think it would be smart to kill off all of that name recognition. what I hope they’re doing is re-mapping the product line to incorporate euro and australian models. I mean, as an organization, they are already spending all of that money to develop those overseas models… why not take advantage of it?

Theoretically, it’s a no brainer. Logistically, it might be a nightmare. I hope they can make it work.

By: jonnycat

jonnycat — Wed, 17 Oct 2007 19:41:54 +0000

Mercury has been dead In Canada, save the Grand Marquis, for 5 years now. They’re dragging it out so all their current dealers don’t jump ship.

By: christianboy10

christianboy10 — Wed, 17 Oct 2007 19:21:15 +0000

Ill be surprise if ford live that long

By: Blakkarr

Blakkarr — Wed, 17 Oct 2007 19:16:53 +0000

How unfortunate. I was still holding out hope for a new Mustang derived Cougar. But maybe this dropping redundant products just means a steady re-population with European cars. It shouldn’t be that hard. Just get the work done overseas first. That’s typically how global platforming works, right?