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Old 05-26-2004, 06:16   #1 (permalink)
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USA:Mercury rising, Lincoln leaps as new product launches approach

Mercury rising, Lincoln leaps as new product launches approach

By AUTOWEEK

The goal at Lincoln Mercury is to jump from its current 2 percent share of market to 3 percent, a 50 percent increase likely to come in the next four years or so, according to Lincoln Mercury. How? Product, baby.

Lincoln Mercury will introduce 11 new cars and trucks in the next four years, five of those in the next 16 months. The new Mariner sport/ute, Mercury’s take on the Ford Escape, bows this fall priced in the low to mid-$20s; the Montego midsize sedan, cousin of the Ford Five Hundred, debuts at about the same time, priced in the upper $20s; and the svelte Lincoln Mark LT full-size pickup arrives in early 2005 stickered to “emphasize volume over price,” according to Lincoln Mercury president Darryl Hazel. Hazel said combined sales of those three models should hit 100,000—25,000 Mark LTs and the rest Mariners and Montegos.

The Mazda 6-based Zephyr is due in fall 2005, followed in fall 2006 by the next-gen Aviator and a hybrid Mariner.

Mariner


Montego


Lincoln Mark LT


Zephyr
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