Mercury to focus on smaller mid-sized cars and crossovers
By Andrew C., 30 Aug, 2010. 0 Comments
For future viability, Ford‚ two luxury brands, Mercury and Lincoln, will be moving in different directions. While Lincoln will be going further upmarket, Mercury will be getting rid of its larger models and focusing on smaller mid-sized cars and crossovers that are more fuel-efficient.
According to the marketing plan, Blue Oval will do away with the Mercury Grand Marquis in 2011 and the Mercury Mountaineer SUV in 2010. Having more Ford cars on the global platforms is expected to be good for the Blue Oval‚ bottom line. Mercury will instead turn its attention on a new compact car based on the Ford Focus. Production for the new Mercury model, which will be a four-door sedan, will begin by the end of 2010 or early 2011. In 2013, Mercury‚ Milan mid-size vehicle will be on Ford‚ global mid-size platform, which will also highlight the Ford Fusion, Ford Mondeo and Lincoln MKZ. With this move, Ford‚ production costs are expected to decrease and will also allow for these products to be shipped globally. Mercury will also get a redesigned variant of the Mercury Mariner crossover at the end of 2011. By then, this car will sit on Ford‚ global small-car platform, which remains front-wheel-drive.
[via autonews]
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