New Mercury small-car will be a Ford derivative

After all the speculations that the brand will eventually die, Mercury dealers are celebrating after Ford finally unveiled a new strategy for the struggling brand.

So far Mercury is expected to get a new small car 2010. Ford hasn’t given out any specifics on the model but the car is expected to be similar to the Focus and will be a derivative of a Ford vehicle, continuing Mercury’s current strategy.

“Contrary to all of the news articles I’ve been reading for the past six months, Mercury’s not dead,” Michael Adamson, chairman of the Lincoln Mercury National Dealer Council told Automotive News. “I think it’s a great start.”

Clearing up Mercury’s future models, Mark Schirmer, a Lincoln - Mercury spokesman, said that the brand will not be limited to...
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Audiphile - 7/28/2008 1:13:15 PM

+2 Boost

So they found a role for Mercury after all. If these fuel-efficient vehicles are exclusive to the Mercury line, fine. However, if they are still nothing more than rebadged Fords, who needs Mercury?

Agent63 - 7/29/2008 8:55:08 AM

+1 Boost

Exactly, who the hell needs Mercury anyways? Can any real Mercury fanboys really step up and say they love Mercury? It's embarrassing to do so LOL.

If they give Mercury the Hybrid or fuel-efficient ONLY products exclusive to that brand and not Ford or Lincoln then it would be awesome. Give themselves some sort of identity.

pacotacolol - 7/30/2008 10:30:38 AM

+1 Boost

what about the capri!?

NItePhire - 7/28/2008 4:51:14 PM

+1 Boost

I have said for several years now that one way that Mercury could separate it self is to focus on diesels and hybrid power trains. The Meta One concept really should be done. That engine looked great on paper. Two small cars, one mid sizer, and one large along with one small crossover and one mid sizer are all they need. Just make them dynamically sound and efficient along with good styling.