So, with the launch of Ford’s Flex just around the corner, is product-starved Mercury the next FoMoCo brand to receive the minivan-replacing crossover? Not so, according to Car & Driver; the next Flex variant is destined to be a Lincoln.
Both variants will be built on the same Oakville, Ontario assembly line, but the Flex, reaching dealers this summer, should reach consumers nearly a year before Lincoln has its version.
(Click through to read more on Mercury’s rocky future)
Although Ford continually claims they won’t abandon the Mercury brand, why deny it the Flex? Mark Fields, Ford president of the Americas, told C&D that “[Ford] has higher aspirations for Lincoln” - and that includes moving it to Mercury’s sales position.
Still a luxury brand, Ford’s aiming to move Lincoln into Mercury’s former position as the high-volume brand present at Lincoln-Mercury franchises across North America. Such a move may be great for Lincoln sales, which were up for the 14th consecutive month as of November 2007, but it makes Mercury itself increasingly irrelevant and futile.
Seeing as a similar move was made to the Chrysler brand (i.e. adopting the PT Cruiser, Voyager models) prior to the death of Plymouth, we have to wonder if the writing’s truly on the wall for Mercury.
What do you think - does Mercury have a chance? Is Mercury’s sky falling? Would the Flex sell better as a Mercury than a Lincoln, or does Ford’s plan make sense? Sound off in the comments section.
It diluted the Lincoln brand. However, since Ford already poisoned the waters with that bizarre truck-come-Lincoln and with a couple of other recent offerings (decent but nothing to write home about), I guess it’s all fair game now. The brand cachet is gone anyway.
It “dilutes” (folks, get an “edit” button).
Mercury should be repositioned as Ford’s sport brand, similar to GM is doing with Pontiac. Rear drive, smaller, lighter, faster. But Ford won’t do it, of course.
Mercury didn’t get a version of the Freestyle, either, and I don’t think they got a version of the Edge. I think the writing is on the wall, unless Ford will make a Bold Move and turn Mercury into the conduit for bringing over Euro models (and avoiding the name “Merkur”). I don’t see that happening, though. BTW, while I’m wishing, I want to see a Cougar on the Mustang chassis, but let’s throw in the 3.5L V6 (and maybe pressurize it) and an independent rear. Give it body lines like a larger New Edge Cougar and put a competition model out there to race against the Pontiac G6s.
Mercury is done for. Lincoln lately is just tarted-up Fords and this is just another. A ho-hum product in a long line of rebadges. If this keeps up Ford will never restore the glory and reputation that Lincoln had, and will scratch their heads will Caddy steals more and more American luxury buyers.
Lincoln has clearly taken over the near luxury territory that rightfully should be Mercury’s domain. I think by moving Lincoln down market (as Ford has so “successfully” accomplished), there is absolutely no need for Mercury to exist. What’s really sad is that Ford doesn’t realize that it has cannibalized its own market share by failing to truly differentiate and define their U.S. brands (Ford, Mercury, Lincoln). The only hope that I cling to for Lincoln’s version of the Flex (what a stupid name!) is that it follows the platform sharing model of the MKS/Taurus/Sable; the Lincoln “MK-Flex” should have its own distinct exterior/interior design. If it follows the platform sharing models of the MKZ/Fusion/Milan and MKX/Edge (same overall design differentiated by front/rear styling treatments), then I will totally give up hope for Ford’s U.S. operations. I would hate to see Lincoln eventually deteriorating into Mercury’s current role of faux premium Ford clone brand.
In a perfect world, this is how I think the corporation’s U.S. brands should have been defined and managed:
* Ford: Sporty, affordable, mainstream brand (similar to Chevrolet).
* Mercury: Upscale, near luxury brand. This brand’s products would share platforms with Ford brand vehicles, but Mercury’s products would receive their own distinct, sleek, and sophisticated exterior/interior designs. The products would offer standard features, content, and powertrains that would be offered as optional upgrades on Ford brand products. (I see this brand as Ford’s version of Acura or a combined Pontiac/Saturn/Buick brand-if it existed).
* Lincoln: Full scale luxury brand. This brand’s products would be designed/engineered on a dedicated set of exclusive rear wheel drive components that would not be shared with the Ford/Mercury brands. The products would rival similar offerings from BMW/Cadillac/Lexus/Mercedes Benz in luxury, sportiness, and sophistication.
* OH WELL, SO MUCH FOR WISHFUL THINKING!!!!!
its official, mercury is on its way out just as soon as ford can get rid of the dealers
So, no Capri revival? What are they thinking at Lincoln? They look to the Ren-cen products and think THIS is going to be an answer to the XLR, or the V-Series? Is Kia the Lincoln product bogey now? Ah well, at least this may put a sad end to one of C/D’s longest running jokes in it’s annual new car issue (do they still put it out?):Next year there won’t be no De Sade Option Package for the Marquis, there won’t be a Marquis.
Mercury is being targeted at women. It’s role is “Ford for Ladies.” It’s not going anywhere.
Mercury is just as appealing as Oldsmobile was. Both redundant brands.
[…] We told you about Lincoln being promised a version of Ford’s Flex crossover, and now AutoBlog has photos of what it believes to be a mule for the future Lincoln luxo-wagon. Not to toot our own horn, we were spot on with our rendering. […]
I think that Mercury SHOULD be the conduit for the European offerings. Get them away from the older folks that really want a Lincoln anyway. They will NOT win with products like the “Montego-Sable”. Remember in the 80’s when the “euro” styled Taurus/Sable “saved” Ford? Well, it is time for more of that MAGIC!
OLD NEWS PEOPLE!!!!!!
I drive an 03 Navigator. I’d probably never buy a new Lincoln product unless it came with $15,000 in the trunk.
[…] we saw spy photos of Lincoln’s Flex-based mule, our thoughts were that the recycled body was either a sign of recycling prototypes or an all-new […]
Report: Volkswagen Working on Driverless Self-Parking System for Production
More Spied Images of New Camaro Interior
Early Scoop on Volkswagen Tiguan's U.S. Launch, Diesel Delayed? Not Coming? 
Report: Mercedes-Benz to Leverage Aluminum for Next E-class
Toyota's Prius Passes 1 Million Sold Mark 
Send to a friend
HTML Formatting Tips
- To make something bold: <strong>Text to bold</strong>
- To make something italic: <em>Text to italicize</em>
- To make a hyperlink: <a href="URL">Text to link</a>
- To quote something previously said, you can use <blockquote>text</blockquote>
Markdown Formatting Tips (advanced)This site also allows use of Markdown formatting in the comment section. This accomplishes the same formatting as HTML but is typically easy to use.
my code* Second item
• Second item
1. Second item
2. Second item
<email@add.com>