Re: Will Mercury Brand Survive?
Tom Adkins <email@example.com> wrote:
> Sills wrote:
>> Before I became a VW guy, I was a Ford/Mercury driver. They were much
>> cheaper to maintain than VW's, too....and I am not 100% certain that
>> I would necessarily remain with VW next time. I like the Fusion/Milan
>> siblings, and when I was a Ford guy, I generally preferred Mercurys
>> over Fords, but with the current problems FOMOCO is facing, will the
>> Mercury brand survive, or be killed like Plymouth was from Chrysler?
> Just my opinion, of course, Ford will have to retain Mercury to
> attract buyers such
> as you who prefer that line. They are all the same underneath, the
> difference is in styling, but you prefered Merc and so do many others.
> I believe it would be a big mistake on Fords part to off Mercury.
> Looking back at the 80s, look at the T-Bird and Cougar. They were
> the same car, but
> the change in roofline and trim attracted very different buyers. The
> Cougar looked and seemed a bit more elegant and upscale. The
> differences today are less noticible, but they are identifiable, such
> as Crown Vic and Grand Marquis.
I think Mercury is staying alive for two reasons...
1. the Lincoln dealership alignemnt
2. They intelligently cut the ad budget, big-time.
- Accounting then can reduce attributed cost of sales
- Mercury sales hinge on those who KNOW... eg repeats and up-shoppers!
.... Ex: Mountaineer.. those who want a slightly better trimmed Explorer
There's a lot of people who wont buy anything BUT Mercury
3. I think the # of dupe models will decrease... but Mercury always was a
good marque to put re-brands of imports into.
- Capri... and the over-reaching of Merkur
Also look at the styling of Milan, opposed to the Ford version; unlike
the Sable-Taurus, IMO.. a great improvement by being more 'classic'.
Chrysler killed Plymouth gradually ... they let Dodge ( 'cooler' name, as
well) impinge on Plymouth pricing and market.
And dont forget 'DeSoto'... truly a redundant line to Dodge.
Yeh, I'm a Krusty old Geezer, putting up with my 'smartass' is the price
you pay..DEAL with it!