Mercury takes Ford in a new direction

Last week Ford unveiled the new 2007 Mercury Mariner SUV and its hybrid trim. With the new marque, Mercury continues to follow the path established by Edsel Ford in 1935 by appealing to those who find the Ford brand too economical in looks and quality but Lincolns too luxurious and stodgy for their taste. Instead, the Mercury line—which consists of the Milan, Mariner, Montego, Mountaineer, Monterey, and Grand Marquis—will be aimed at women, minorities, and the “middle-class sophisticates”.

And sales seem to be supporting Mercury’s new direction. According to the Detroit News, “conquest sales” from non-Ford purchasers to Mercury buyers are 50 percent, a high figure. Dealers attribute the vehicles’ new looks and advertising for the switchover.

Our take? Mercury is smack dab in the middle of a ferocious segment and even we’re undecided in the brand’s appeal. Those of us who like the brand still think it’s too close to its Ford sibling and feel having its own engines and vehicles would differentiate it even further.

Additional article:
2008 Mercury Mariner shown outside tradition

Via Detroit News