Originally Posted by
NSXType-R
I don't have any remorse for Mercury. I mean, the Ford Escape and the Mercury Mariner are exactly the same except for a couple trim pieces and maybe nicer interior materials. How much different do you really think they are?
Just different enough. Personally, I'd much rather have a Mariner than an Escape, simply because it is nicer inside and, in my opinion, better looking outside - and, like I said before, it's rarer. My perception is that people who buy Mercurys are a bit more in the know; they won't settle for something that everyone else has.
You need to realize Ford has Lincoln as well. So you're going to have the plain, the slightly less plain, and the luxurious? There isn't enough room for an in between like Mercury. In my opinion, Ford would do just fine without Mercury. Look at the new Taurus. It's luxurious enough as it is. As much as I hate for the marque to go away, as with Saab and Pontiac, the way I see it, Ford could entirely go under. Mind you, they're in better shape than GM, but it's not like they're way better.
A few years ago, I would have said that Lincoln should stick to larger cars, but that's not really an option any more. I'd like to see either Lincoln or Mercury offer products that are truly different from the other Ford divisions, but with today's financial considerations that may not be feasible. I'm not an auto exec, so I can't say with certainty what they can and cannot do.
Also, I don't know that Lincoln will ever have enough volume to warrant having their own standalone dealerships, so if they shut down Mercury, where would that leave Lincoln-Mercury dealerships? I guess they would have to merge with Ford dealerships, like Chrysler is doing with its brands.
I guess I'm just a sentimentalist. What I'd really like to see is Ford bring over European Fords as Mercurys, since they are typically more high-class than American Fords, but if they do go through with their plans to unify their global product lines I guess there won't be much point.
Originally Posted by
Kitdy
Do they actually make money though? I looked at their lineup and I don't see much point of it really.
I don't know. :\
UCP's biggest (only?) fan of the '74-'76 Mercury Cougar.
UCP's proudest owner of a '74 Cougar
My favorite color is chrome.