Euro-Fords could come to America as Mercurys
We've been waiting, along with pretty much everyone else in the country, for Ford to go ahead and bring over some of the desirable small cars it sells in Europe to the United States. It's been discussed over and over, and rumors now predict that Ford will make some official product announcements on Thursday. According to a report on the New York Times, some of these Euro-designed Ford's will wear the Mercury badge as the automaker moves to improve the health of that ailing marque by building those Euro cars in America in ex-truck, SUV and van plants. For our part, we'd be more than happy to see a premium set of small, fuel efficient cars sprout in Mercury dealerships to go along with the higher-end Lincoln models that they share floor space with. If Ford is able to offer bread-and-butter models wearing the Blue Oval badge along with premium and fuel efficient small cars like the Euro Focus and Mondeo under the Mercury brand, they could have a winning set of vehicles on their hands.
[Source: The New York Times]
Reader Comments (Page 1 of 1)
Dean 9:51AM (7/23/2008)
What a horrible idea. I'd love to have an american-made, euro-proven fuel sipper available as an option, but to put it under the Mercury brand is to hide the pearls under a very big old rug. Ford would have to re-image the Mercury brand--because few under the age of 35 ever consider Mercury--requiring a serious cash outlay.
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Noz 12:45AM (7/24/2008)
I agree...buying a Mercury would be a VERY VERY hard thing to do for me. By the time they bring em here anyway, they'd add so much ugly chrome it'd be ruined.
Taloras 1:16PM (7/23/2008)
It's not THAT bad of an idea. Yes, millions will have to be spent in advertising to re-purpose the Mercury image...but Mercury is doing so poorly right now, and has such a terribly anonymous image, that it's almost like writing on a blank slate. The alternative for ford, of course, is to spend hundreds of millions removing a brand that's been integrated with the company for 50+ years, like Chrysler did with Plymouth or GM did with Oldsmobile; eliminating a major car brand is hideously expensive. It's the lesser of two financial evils.
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MikeInNC 12:37PM (7/23/2008)
I think the idea has merit. Mercury is almost dead at the moment. Use it somewhat like GM is using Saturn and I think it's a decent idea.
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Paul 12:47PM (7/23/2008)
Gracious! What a terrible plan. Just unify the Ford lineup globally and dump the silly Mercury marquis (pun intended) altogether. Mercury is pointless. It sits somewhere between Ford and Lincoln and seems PERHAPS to "feminize" Fords to make them more palatable to the gentler sex. Bringing Euro Fords here as Mercurys will only guarantee that no males will drive them.
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