Mercury needs to advertise! The Sable is/was much better looking than the (500) Taurus redo. And just where the hell is my Cougar?!

I agree with merc. But i also think they cant offer a mercury version of the new tuarus.

Mercury in its current form no longer makes sense. I believe Mercury should be an outlet for Ford’s European and Australian products. That way, you’ve got American luxury and European-style near luxury under the same roof and you capture the import buyer. For example, send the current Mondeo over as the Mercury Cyclone and you’ve got a winner!

‘Slow sales doomed the Sable, which was always a badge-engineered Ford Taurus.’

And what recent Mercury is not badge-engineered Ford?

2009 marks Mercurys 70th Anniversary. Ford chiefs have already said Mercury will continue with small cars different from Ford and smaller than anything offered by Lincoln. Ford needs Mercury for those who will not purchase a Ford and can’t afford a Lincoln. Mercury has a great heritage and FoMoCo needs to keep it going….we don’t need to throw away more Americana. Hate to see Sable and Mountaineer go. See a bunch of them on the road. Maybe after Ford is back on its feet, they’ll get to work on Mercury. Also, bring back the Mercury God Head Logo.

Lol I’ve only seen about 4 new Sables total since they came out in 2008.

So mercury’s product palette will soon consist of just the Milan, right?

Mercury disappeared from Canada in 1999. I don’t think anyone noticed…

Historically, what was the positioning of Mercury? Cause right now, I have no idea what market segment they are catering to. I have never, ever, heard anyone ever say they were looking for a Mercury. I think they were looking for a Ford, and then saw a Mercury by accident and maybe got a better deal on it.

Is there really a big enough gap between Ford and Lincoln that needs to be filled by Mercury?

As for advertising, they were advertising pretty heavily on TV with that lady saying you gotta try a Mercury, or something like that.

Growing up, my parents had many Mercurys through the years, many Sables, Tracers and Cougars so I hope Mercury keeps on as a sub-premium brand. I like them, generally the dealers negotiate more and end up being cheaper than the Ford counterparts and nicer too.

I too don’t see Mercury lasting past a few niche models, but really hasn’t that what they have always been? Who ever siad they needed a full lineup? If you have a couple volume models you can still be successful.

The Major problem with Mercury is it has no real independence from Ford. It is just another Pontiac, Olds, Buick, Caddy that are all base off Chevy that’s it. Now shall I do Chyrsler. No lets not that is why Plymouth is missing ok. The Problem here is the American consumer is not fooled. They realize that one is the other with the slightly different body styling today its SO BAD that its just a mere cheap 10 Cent Grille that distinguishes one brand from another. What’s the matter with true competition with in the company??

The Accounts say its the Cost I say its the Executives salaries that are more important than true product innovation and leaps forward.

IF it were done right. Mercury we do its own motors own chassis and nothing from Ford the same is true with Lincoln. If Ford wants to save money and use the same platform well maybe but that would be it.
If you wanted an internal True Rivalry everything would be different. At least in the 1960 a Mercury Cougar look different than the Mustang even though they were sharing the same platform.

Ford if Mercury or Lincoln will ever walk out from underneath of Ford’s Shadow- then you’ll eventually spin Mercury and Lincoln off as separate Car companies in their own right, because that Not only will allow each brand to not only truely compete Domestically but also give them a chance to make Mercury and Lincoln true Global Brands as Mullaly wanted.
This would definitely give Ford an advantage it never had. Divest yourself Ladies and Gentleman at Ford Motor in lateral Technologies that will give your entire business a synergistic effect that will allow Ford to grow in ways innumerable!
I think IF YOU want to at least give Lincoln a shot at becoming a global brand then your gonna have to allow this to happen.

Secondly, and more importantly the other thing to is that you want to establish each brand with a different technology and or differing scientific discipline that each can pursue on their own.
Ie Lets take Lincoln for example maybe take Lincoln as the Luxury brand into Aviation-Business Jets.
This way the federal government can’t tell you can’t fly your executives in planes you manufacture. OR at least you can look good doing it.

Hey their is no good reason this could’nt happen take a look at Honda Motor- they have a NEWLY Created business Jet Division. And Good for them! This way you don’t look ridiculous when you call one of your SUV’s an Aviator or Navigator!?
I believe the Luxury Product needs to be right consistently first before venturing their, but ground work can be done to do this.

Mercury I think it would be natural for Mercury to (Aquire) Mercury Marine Outboard Motors – If their was any aquisitions to be made for Boats and then do Mercury Waverunners, and create a new class of marine vehicles maybe the first Mini-Mercury recreational Subs or whatever- might seem far fetched but this is what I am talking about people truely Innovate not BS people with Product overlap and stupidity.

Ford when your products are truely consist all the time NOT just when your Back is to the wall.
Ford I think should innovate in one of three or four other areas outside of Automobiles.
Ford Motor Robots, Ford (Medical) NanoBots, Ford Space Craft, and Ford Commerical Airplanes, Ford Speed and Electric Bikes, and Ford – Toyota PM sized vehicles. Like Nike says Just DO IT!

Introduced in 1939 as a step-up from Ford on your way to a Lincoln, Mercury was The Big M, a medium price field product up against Olds, Dodge, Pontiac, even Buick with the Parklane and Grand Marquis models and was always a player, with substantial sales until FoMoCo let its models get stale. The 1966 Mercury Park Lane won Car Life Magazines Car of the Year. The new for 1967 Cougar nearly out sold Camaro in both makes first year! The very first flip-top funny car dragster was a 1966 Mercury Cyclone driven by Dyno Don Nicholson. Pikes Peak Hill Climb was won in 1963 and 1964 by Mercury Marauders, and the Woods Brothers No.21 Mercury was nearly unbeatable for a couple of decades in NASCAR. Cougar nearly won TransAm until Ford pulled the plug so Mustang could win, and those James Dean/Lead Sled Mercurys of the ’50’s are still some of the most sought out hot rods of all time! Mercury has a great heritage, FoMoCo just needs to bring it back to life!

So Mercury products are up against Olds, Dodge, and Pontiac. Two of the three are already dead. So… the worst thing about Mercury shutting down would be Jill Wagner losing her job.

Did you know that Henry Ford invented the mechanical hospital bed? He then freely gave it up for all to produce with no royalties! Ford made tri-motor airplanes; the worlds best farm tractors; farm implements; lawn mowers; chain saws; industrial generators, even had stand alone Ford Industrial Equipment dealers; construction equipment and an aero-space division at one time!

All the Japs share platforms, i.e. Lexus is a Toyota; Infinity is an Altima; Acuras are Hondas, etc, they just do a bit better job of changing the sheet metal.

FoMoCo is on the rise fellas, don’t miss out on their stock!

“Ford chiefs have already said Mercury will continue with small cars different from Ford and smaller than anything offered by Lincoln.”

after seeing the Lincoln C Concept (headed for production as far as I know), I don’t think that Mercury will be able to survive with a line-up smaller than this Lincoln offering, unless they want Mercury to be the new Mini

I sure hope they do not built that C Concept, its so ugly l can’t imagine it selling very well. Looks ungainly. Their idea is to rebadge European models as Mercurys, different from those Ford will be selling.

Fix Ford first it is your core, work on Lincoln and keep Merc on life support for a short time and once Ford and Lincoln are stable with proper business plans and product then invest in Merc, not in badge engineering but properly distinct product. I believe that is the what is happening. A paired down division is easier to kill

No you need to let those brands do their own thing to succede. I agree the 67 Cougar was the best Mercury of all time. I like the Big Mercury Grand Marquis of the past Station Wagons and All.

Mercury needs like a Great Product too. Not just a wannaby. A Car like the 67 Cougar that has not just the looks but the Muscle to back it up. A GT-R (Type) Sports car that say I am the Mercury and I am the BEST in the world. I would love to see a Hot Mercury that is the World Fastest Production Car or the Longest Range Electric car in the World- this is how you stand out!

They should have never resumed production of it in the first place. The 500 was a pathetic tragedy of a vehicle and I think the only people even looking at Mercury these days are Senior Citizens. Ford needs to take a page from GM and put the axe to Mercury… quit throwing away money to keep a dead brand on life support. Get it down to Ford and Lincoln.

Flem in TN- So they havent had anything interesting since ‘67? Thats 42 years ago.
My 1st car was a Merc but lets be honest. Ford needs to relaunch this brand with some outstanding in some way, products totally unique from Ford. And then spend money they dont have on marketing them. Olds, Plymouth and Mercury all once competed in the same segment and were taken for granted until dead. Atleast Plymouth had the Prowler and Olds had the Quad-4 in recent history.

Lets face it. Mercurys’ plan in the late 90s to use nail polish colors to sell to women, because someone wrote that women now decide what car to buy 60% of time has failed.

Why does everyone use badge engineering to attack domestics. Japanese car companies use it just as much!
Plus it is a good idea when uses properly. Sell similar mechanics to different people who have different styling tastes. I hate the G6 and think it’s ugly, but I’d buy the Malibu or Aura. The 09 Taurus/shaver is kinda weird, but the Sable looks nice.

“Lets face it. Mercurys’ plan in the late 90s to use nail polish colors to sell to women, because someone wrote that women now decide what car to buy 60% of time has failed.”

True. And what’s funny is that it’s a complete about-face from Mercury in the 60’s, when their slogan was “Mercury, the Man’s Car.”

Mercury does advertise, but the only two vehicles they push are the Mariner and the Milan, and they push them right to women. I’m a fan of the styling of the current Milan at least, the face on the 2010 looks a bit too buicky for me.

If they don’t push Lincoln further upmarket there’s no room for Mercury. Of course, they’re too broke right now to do a Lincoln S-class competitor…

The Milan is as Vanilla as they come- Yuck- The only thing going for it is the Hybrid version and the MPG but the looks are certainly forgettable as taking a S***. The other thing is there retard Slogan that Jill uses. You Got to Put Mercury on your List? All I can say is Why do I want to Put Mercury on my List when your marketing to Feminists who I am not attracted to and Secondly and more importantly- If I got to put it on my List is there something better??? Honda Toyota?
So what your telling me or anyone listening is that Mercury cars and SUV’s are purely Second rate , Second banana, or Sloppy seconds to a Honda. Is that true?

I’ve met Jill a couple times and a poster she signed to me of herself sits in my cube at work…. Oh Jill, you’re just a little older than me! (Kinda thin and tall, but I’ll overlook that )

Jill = hotness

“Their idea is to rebadge European models as Mercurys, different from those Ford will be selling.”

That would work if Ford didn’t already plan to sell most (if not all) of their European vehicles here by 2012. The Ka, Fiesta, next Focus, next C-Max, Kuga, the merged next-gen Mondeo/Fusion and probably S-Max/Edge will be sold in the US as Fords.. so what that leave for Mercury? If anything, Mercury could become the Hybrid brand sold with Lincoln, since the two carryover products (Mariner and Milan) are both offered as hybrids. There’s really no room for Mercury to be a sub-premium brand between Ford and Lincoln anymore, since Lincoln has pretty much moved down into that slot already competing with Chrysler, Buick, Acura and Lexus.

geherhardt, to be completely honest, i hadnt noticed that there was no more mercury in canada. then again, i dont think ive ever set foot in a ford dealership. however with their new products coming out, that may change

At least it’s good news that the Marqius will be around ford another couple of years, the last REAL car on the market.

What Mercury Needs is s Real Man’s Car. Develop a Mercury Maurauder so Bad A** that it has AWD Develops 2000 HP , Indep Front and Rear Suspensions.Takes off like a Fighter Jet, and Climbs Pike’s Peak in 3 seconds flat and Does the Rubicon in 5 seconds Tops. and then take out an F-22 Raptor with the Mercury’s Internal Ordinance including Sidewinders, Sparrow, and Phoenix Missles. Bam! Kabooom !