Mercury Milan

[Matt]

"The new Milan will bring a different customer to Mercury dealerships – the brand's most youthful audience that is drawn to the upscale design, premium interiors and spirited driving dynamics that define all new Mercury products. These savvy shoppers want all of this without the luxury price tag."
– Darryl Hazel, President, Lincoln Mercury


The all-new 2006 Milan accelerates Mercury's growth plan by adding an upscale and expressive, yet affordable, five-passenger mid-size sedan. It is the brand's new entry point and first vehicle in this segment in a decade. The Milan appeals to new, younger customers by translating Mercury's new identity – sophisticated design, stylish and functional interiors and rewarding, city-tuned driving traits – into a spirited sedan entering one of the industry's most hotly contested segments.

"The new Mercury customer wants something that stands apart from the cookie-cutter sedan crowd," says Darryl Hazel, president, Lincoln Mercury. "They don't want something that's also in their neighbor's driveway, but they also don't want a brash or showy sedan."

The new Milan's expressive exterior and high-end interior are aimed squarely at Generation X customers, an even younger audience than new Mercury products are currently drawing to showrooms. Mercury research indicates that 46 percent of Gen Xers shop outside mainstream brands to find clothes, furniture and home accessories to match their unique tastes.

"We are re-introducing Mercury to young adults – we think they'll enjoy driving the Milan as adults much more than they enjoyed riding in the back seat of grandma's Grand Marquis as kids," says Hazel. "Mercury is using this opportunity to bond with young professionals by introducing a string of great new products, like the Milan, and a completely new dealership experience."

The Milan completes Mercury's onslaught of six significant new products in traditional premium volume segments and sets the stage for the next wave of products, like a new crossover in a couple of years. Importantly, the Milan is Lincoln Mercury's most affordable model and represents the division's largest growth opportunity as it looks to increase sales from 300,000 vehicles annually today to more than 500,000 per year by the end of the decade.

As sales continue to climb, Mercury is drawing more business away from competitors, as 40 percent of its customers are new to the Ford and Lincoln Mercury family. Mercury dealers report the all-new Montego sedan is generating nearly 45 percent of its business from these "conquest" buyers, most notably from customers who are cross-shopping import sedans and crossovers.

EXPRESSIVE EXTERIOR: Sleek and modern form breaks mid-size mold


Mercury's signature waterfall grille adorns the front of the all-new 2006 Milan.




Chiseled lines visually lengthen Milan and add to its precision appearance.


The 2006 Milan injects spirit into the staid sedan scene by wrapping Mercury's new metropolitan identity – first established by the 2002 Mountaineer – around a well-proportioned mid-size sedan. Mercury's new sedan draws design inspiration from large, modern cities that advance design, fine arts and architecture much like the vehicle's namesake Milan, Italy, did in the 19th Century.

"The name 'Milan' connotes visions of a modern, fashionable European city, fitting the car's design theme and young customers like a finely tailored suit," says chief designer Darrell Behmer. "Just like the city, the car is expressive of both style and taste.

The Milan's exterior features Mercury's signature cues – the dramatic waterfall grille, clean lines, distinct rear treatments, satin aluminum finishes and attention to detail – that accentuate its long wheelbase and dynamic stance.

The instantly recognizable Mercury grille is precisely set between wide headlamps that wrap up over the sharply creased front fenders. A satin aluminum finish adorns the grille, Mercury badges and lower front fascia trim, creating visual jewelry that emphasize the distinctive, clean design. The bright chrome beltline visually stretches the car to highlight its length.

The body sides are clean and chiseled, allowing the car's length and its large and uniquely designed wheels to establish a strong visual profile.

In rear view, Milan features standard light-emitting diode (LED) taillamps that send a clear signal of the car's technical precision.

"Design is a key differentiator in the marketplace and is what separates us from the competition. Mercury is about good designs inspired by modern architecture," says Behmer. With Milan, Mercury again shows it is a design-conscious brand that offers smart design at a good value."

PREMIUM PLEASE: Stylish and flexible interior


Inside, Milan presents a premium appearance via upscale materials and surfacing.




Generous accommodations and a quiet compartment help make Milan's interior inviting.




A spring-assisted mechanism helps make deploying the standard 60/40-split folding rear seat easy.


Milan brings a fresh flair to the interior design of mid-size cars by carrying the exterior's modernity and clean surfaces through to the cabin. Mercury's hallmarks of upscale, quality materials, satin aluminum finishes and a passionate attention to detail provide a dramatic departure from "plain vanilla" mid-size sedans.

"Today's consumers are extremely demanding and expect quality, top-notch executions. We incorporated the clean design and precision of the exterior throughout the Milan's interior," says Peter Horbury, executive director, Design. "The relentless attention to detail communicates quality and craftsmanship."

Mercury designers drew inspiration from the finishes of well-designed home appliances and the details of finely crafted handbags and other personal accessories.

"People are remodeling their homes and studying the newest in home furnishings. They want this kind of environment – at home or in their car," notes Barb Whalen, color materials manager, Large and Mid-Size Cars.

Milan's interior is comfortable and secure, distinguished in look and feel, and technical in its precision.

The engineering team's relentless pursuit of a quiet cabin reinforces the premium design precision and craftsmanship. Advanced aerodynamics computer modeling, a solid structure and strategic use of sound-deadening materials contributed to reduce noise, vibration and harshness (NVH) to help continue driving customer satisfaction long after first impressions subside.

Milan uses upgraded materials throughout its interior, such as leather seats and either Satin Metallic or Wales Mahogany wood trim finishes. One element that sets Milan apart from most mid-size sedans is the availability of two-tone leather seating surfaces with contrast stitching.

"At Mercury, we started using two-tone interiors in Mountaineer and carried it through to Mariner, Montego and now Milan," says Behmer. "It makes for a unique and inviting environment and reinforces the brand's distinctiveness."

However, in this category form cannot detract from function, says Allison Revier, marketing manager, "These customers want a car that's stylish and stands out from the masses. Yet, they need a real car with people and cargo capacity. Milan offers them a unique choice that's both responsible and rewarding."

As such, Milan interior designers and engineers worked closely to ensure comfort and ease of use both in the front and back seats. Extending the rear door back toward the C-pillar provides easy access for taller rear-seat passengers, and helps keep them from hitting their feet on the back of the front seats.

In addition to carrying people in comfort, Milan makes quick work of cargo with easy-to-use and flexible storage spaces that facilitate multiple errand runs in large cities. Its roomy 15.6-cubic-foot trunk boasts a flat load floor and low liftover height as well as compact decklid hinges that won't crush boxes or groceries. What's more, the rear seats feature a standard 60/40-split and fold-flat function with spring assist, allowing pass-through access to handle extra-long items and provide best-in-class storage space.