US:Mercury pumps $23M into Milan marketing - Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars
Ford Forum Ford Forum

» Auto Insurance
» Featured Product
ยป Wheel & Tire Center

Go Back   Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Fordforums Community > Latest Ford News and Racing News > Ford Worldwide News
Register Home Forum Active Topics Photo Gallery Auto Loans Garage Mark Forums Read Auto Escrow

FordForums.com is the premier Ford Forum on the internet. Registered Users do not see the above ads.
Reply
 
LinkBack Thread Tools Display Modes
Old 12-05-2006, 05:29   #1 (permalink)
Registered User
 
Stacy94PGT's Avatar
 
Join Date: Feb 2001
Location: The Hills of North Georgia,USA
Posts: 7,859
US:Mercury pumps $23M into Milan marketing

Mercury pumps $23M into Milan marketing



By AMY WILSON | AUTOMOTIVE NEWS

AutoWeek

DETROIT -- Mercury is spending $23 million on a fourth-quarter marketing campaign to jump-start U.S. sales of the Milan sedan.

Mercury executives have told dealers the advertising push is part of a plan to sell at least 50,000 Milans annually.

Through November, Mercury sold 32,980 Milans. That puts it on pace to sell fewer than 40,000 for all of 2006.

So Mercury has some work to do to hit its target. That's where the new marketing campaign comes in.

"We'll get more momentum with our advertising," said Mike Richards, Lincoln Mercury general marketing manager. "You get more word of mouth."

Mercury started running new Milan TV commercials in early October. Two spots tout features of the 2007 model. One focuses on all-wheel drive. The second emphasizes what Mercury officials describe as "cool features," such as an iPod jack.

Milan sales picked up in November, Richards said. He wouldn't confirm the sales target or the advertising budget for the Milan.

But marketing support on the Milan is expected to continue at strong levels into 2007, Richards said.

Even including the Montego, Mercury's other mid-sized sedan offering, Mercury is far from replacing the sales volume of the discontinued Sable. Mercury routinely sold 100,000 or more Sables annually, though volume tailed off before it was dropped in 2005. By contrast, the Milan and Montego are on pace to sell fewer than 60,000 units combined in 2006.

Richards said it's not an appropriate comparison: "Sable was a huge fleet car and a different set of industry circumstances."
__________________
Stacy94PGT
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.

My next Ford.....
Stacy94PGT is offline   Reply With Quote
Sponsored Links
Advertisement
 
Reply

  Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Fordforums Community > Latest Ford News and Racing News > Ford Worldwide News



Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On


Powered by vBadvanced CMPS v3.2.2

All times are GMT -7. The time now is 19:19.



Powered by vBulletin® Copyright ©2000 - 2014, Jelsoft Enterprises Ltd.
Content Relevant URLs by vBSEO 3.6.0
Garage Plus vBulletin Plugins by Drive Thru Online, Inc.