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Old 01-27-2010, 08:57 AM   #1
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Default Ford CEO Mulally Supports Mercury. Sort of

WASHINGTON Ford's Mercury brand hasn't shown anything new since Elvis wore fatigues, and at the Washington auto show today, CEO Alan Mulally was asked if the company's Mercury brand has a future. It is a question that comes up a lot lately.

Mulally seemingly backed Mercury full-go, but was careful to qualify his support. Not once, but twice.

"The plan right now is (to develop) Ford, Lincoln and Mercury," Mulally answered.

He said Ford is working to more effectively position Mercury with smaller vehicles that occupy the void between the mainstream Ford brand and Lincoln, which directly targets the luxury-premium market. "That's our plan to continuously improve the Mercury and Lincoln brands," Mulally said.

But after a little more discussion, Mulally felt compelled to reiterate: "That's the plan right now."
Inside Line says: No, Mulally didn't draw imaginary quotation marks in the air when he said "right now," but his careful persistence in emphasizing the qualifier palpably left room for Ford and Mulally to change course any time about Mercury, which more than a few analysts and skeptics continue to insist should be done. Bill Visnic, Senior Editor, Edmunds' AutoObserver

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Old 01-27-2010, 06:35 PM   #2
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I saw a Ford dealership the other day with a Lincoln/Mercury dealership literally right next door. Made zero sense to me, Mercury either needs to be reinvented or just retired like so many of the brand's owners are
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Old 01-27-2010, 08:28 PM   #3
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Two solutions for Mercury that I think would put it back on the map.

1. Hybridize the entire lineup. Turn Mercury into the "Prius" brand that Toyota has thought about, but never created.
However, 2 of their 3 vehicles are hybrids and in other brands. They would have to come up with something unique. A hybrid Mercury based off of the Focus for example. Something that their other 2 brands don't have.

2. European Fords. Utilize the popular European Ford models to launch the Mercury brand.
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Old 01-27-2010, 08:42 PM   #4
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