Mission2020: The RETURN of MERCURY! - Page 3 - Ford Inside News Community
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post #21 of 222 (permalink) Old 02-25-2013, 08:59 PM
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Re: Mission2020: The RETURN of MERCURY!

I would love to see Mercury make a come back. The fault in its demise was that Ford moved Lincoln downscale into Mercury's former market and Mercury lost its identity. Look back to Mercury's most successful periods of the '50s and '60s. You could always tell a Mercury from a Ford from a 50 yards away. The Cougar and Mustang may have shared the same bones but they were distinctive and appealed to different buyers.

Hopefully Mercury can again become relevant after Lincoln is fixed.
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post #22 of 222 (permalink) Old 02-25-2013, 10:22 PM Thread Starter
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Re: Mission2020: The RETURN of MERCURY!

THANKS for stopping by, Mark!


&
been reading other Brand 'wish lists' elsewhere and started wondering if the 2 coupes, instead of being a 3-door and 5-door,
BOTH having one door on the driver's side and 2 on the other would be good or not a meaningful feature?
(not at all sure - I kinda like that on the Veloster)

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post #23 of 222 (permalink) Old 03-02-2013, 09:25 AM
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Re: Mission2020: The RETURN of MERCURY!

I think discontinuing Merc was a mistake. The brand cost the company almost nothing, always made a small profit and benefitted LM dealers with needed volume. Just think of how Merc could help dealers right now until Lincoln gets situated.

I am well aware that Merc will never be ressurrected, however, it would not surprise me if Mercury returns under a different name, such as Lincoln. Historically, Lincoln offered 2 models and sold in very low numbers. If Ford establishes a "true" luxury brand (Continental?) above Lincoln - perhaps offering two models similarly to how R.R. and Bentley once were siblings - then does Lincoln become the new Mercury?

Nice job, 2b2!
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post #24 of 222 (permalink) Old 03-02-2013, 08:26 PM Thread Starter
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Re: Mission2020: The RETURN of MERCURY!

Thanks for posting, autodriver!
I'm sticking with my fixation that Mercury coming back is inevitable. Tho agree with your comment that it might not have the Merc Name.
I'm torn between wanting the spirit of Mercury back, that "bit nicer" Brand that I consider the World's Most Perfect
& wanting to see those 7 letters back on a new vehicle whatEVER it's configuration or segment.

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post #25 of 222 (permalink) Old 03-03-2013, 01:54 PM
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Re: Mission2020: The RETURN of MERCURY!

I agree that Ford should bring back the Thunderbird. BUT It only needs to be a midsize coupe. Ford has enough 4 door sedans in the lineup. I don't care if it is RWD or FWD, just make a Thunderbird coupe. A 3.5 or 3.7 engine. Hopefully it would get the same mileage as the Mustang V6 engine which is 31 MPG highway. My '97 T-Bird is starting to rust away. A lot of Thunderbird have this problem.
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post #26 of 222 (permalink) Old 03-03-2013, 03:53 PM Thread Starter
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Re: Mission2020: The RETURN of MERCURY!

^ s'funny how the Tbird keeps coming up...
imho
it could very well be a question of Thunderbird *or* Mercury
since a Tbird could close any opening between Ford & Lincoln - actually confuse this important issue imho
&
there's no doubt in my mind which I prefer

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post #27 of 222 (permalink) Old 03-04-2013, 10:30 PM Thread Starter
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Re: Mission2020: The RETURN of MERCURY!

link provided by autodriver during a PM convo

How to succeed by adding brands - Automotive News
VW, Chrysler strategies counter those of rivals

Nick Bunkley
February 25, 2013

Volkswagen Group, bent on becoming the world's largest automaker, has amassed an expansive collection of brands to help put that goal within reach. Chrysler Group keeps adding logos to its dealers' showrooms -- Ram, Fiat, SRT and soon Alfa Romeo.

Their moves contrast with those of other automakers, which have killed many struggling brands in recent years... ...But the VW and Chrysler strategies helped produce some of last year's biggest U.S. sales gains: 30 percent for VW and 21 percent for Chrysler, compared with 13 percent for the overall industry.

VW now finds itself on the verge of passing General Motors to rank second in global sales. Chrysler's approach has contributed to 34 consecutive months of year-over-year sales gains in the United States.

The tighter the focus of individual brands, "the better the results," said Steven Wolf, dealer principal at Helfman Dodge-Chrysler-Jeep-Ram in Houston...

Fewer brands, less share
GM and Ford said they needed fewer brands to focus better on their core businesses. But streamlining has cost them market share.

Ford sold Volvo, Jaguar, Land Rover and Aston Martin, then shut Mercury, leaving only the namesake blue-oval brand and Lincoln, which has struggled to regain attention from luxury-car buyers. The Ford brand was the top-selling U.S. brand last year, accounting for 97 percent of the company's total volume...

Ford's U.S. share with two brands in 2012 was 15.5 percent, compared with 15.8 percent in 2007, when it had seven brands. Volvo, Land Rover, Jaguar and Aston Martin, the former members of Ford's Premier Automotive Group, combined for nearly 1 percent of the market last year.

Meanwhile, GM's share dropped to 17.9 percent in 2012, from 23.7 percent in 2007, when it had twice as many brands. None of GM's four remaining U.S. brands -- Chevrolet, Cadillac, Buick and GMC -- has increased share since 2007, though their remaining dealers are selling more vehicles on average today...

...Chrysler has lost share as well, dropping from 12.9 percent in 2007 to 11.4 percent last year, but its sales have been growing more rapidly since the recession. Meanwhile, VW's U.S. share more than doubled, from 2 percent to 4.2 percent...

...many automakers are being tempted to exploit the growing North American market by adding models and competing in more segments.

"Every time an automaker says, 'This is who we want to target with a brand,' it never seems to quite work out that way," Jessica Caldwell, senior analyst with Edmunds.com, said...

...Doug Murtha, vice president of Scion, said the brand is "not about volume" but rather to give Toyota an opportunity to "mess around a little bit, do some new things, without jeopardizing Camry, Corolla and RAV4 sales."...


More...

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post #28 of 222 (permalink) Old 03-04-2013, 10:55 PM
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Re: Mission2020: The RETURN of MERCURY!

^Interesting read, 2b2! I'm getting excited!
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post #29 of 222 (permalink) Old 03-22-2013, 05:41 PM Thread Starter
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Re: Mission2020: The RETURN of MERCURY!

crossreference:
FoMoCo's "SuperSegment"
which imho Lincoln doesn't fit in...but Mercury DOES!

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post #30 of 222 (permalink) Old 03-26-2013, 03:58 PM Thread Starter
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Re: Mission2020: The RETURN of MERCURY!

more re: ^SuperSegment^ ...sorta,
but definitely supports (imho) Mercury's Return!!!

quoting mgescuro @ GMI again

...The belief is that the luxury market is bifurcated (or bifurcating). You have "luxury" and "near-luxury." The belief is that "near-luxury" is experiencing higher growth than "luxury." So you have Buick, Lincoln, Acura, Infiniti, Hyundai operating in this segment. Then you have the "luxury" market, with MB, BMW, Audi, JLR, Lexus, and other niche players like Porsche and Maserati.

MB, BMW, and Audi want a piece of the growth portion of the "near-luxury" sector. With their big names and brand recognition and define privileges of ownership, they can offer much more than the near-luxury competitors. And they can offer the step-up to their other luxurious cars. THe flip side of that is the potential danger of extending too low to corrupt their brand name. Personally, I believe the most in danger is BMW, as they have built their brand on performance not luxury per se. FWD adversely affects performance, no matter what you do to counter it. Mercedes counter measures is to enhance and augment their true luxury lineup. And Audi, is the one that started it all anyways. Their prices are generally lower to begin with, so their brand has already built-in that acceptance factor...

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