For years everyone has suggested that Ford kill of its Mercury division. The division simply sells rebadged versions of Ford products, that don't usually have higher levels of performance or luxury. The brand has been seen as a waste of valuable resources and a severe drain on the parent company. Lately Mercury has had somewhat of a revitalization.
Mercury now has the best lineup that they have had in years, thanks to the new Mariner and Milan. Most "car guys" still don't care, but according to a recent article in the Detroit News, women do. According to Warren Post of the Washington Post, female buyers are one of the main reasons why the brand still exists.
In his article Post, tells how his wife and assistant both liked the 2008 Mercury Mariner better than the 2008 Ford Escape that they had driven a few weeks earlier. They stated that the Mariner was more fun and different than the Escape. (Most of us know that the Mariner is basically an Escape with a different grille).
Since the Mariner is essentially the Escape it is very interesting that the women actually liked it better. Is Ford actually on to something? Mercury's marketing tends to focus on women and their needs. Can a brand actually survive that is geared towards one sex?
Full Story:Detroit News
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Comments (5)
In related news, the typical female driver can't figure out the difference between a Chevy and a Nissan.
Posted by Remy LeBeau | May 20, 2007 8:58 PM
Posted on May 20, 2007 20:58
100% agreement (and 1st hand expirienced) with ya Remy.
Posted by meh | May 22, 2007 3:53 AM
Posted on May 22, 2007 03:53
Not to mention those annoying (abeit un-Ford like) commercials with the attractive woman touting the Mercury over Honda and Toyota.
Posted by Noya | May 22, 2007 10:37 AM
Posted on May 22, 2007 10:37
What an interesting turn of events. Mercury used to be billed as the "man's car". Of course, that was when the 1968 model year featured Cougars with 427's and distinct styling that set them apart from their Mustang brethren.
It looks like they've taken a page out of their old play book, but flipped the script. Of course, most Cougars were sold to women, so maybe Ford's brass caught on to the fact that American women are more interested in "European" styling cues.
Posted by SXOFNDR | May 27, 2007 12:19 PM
Posted on May 27, 2007 12:19
Must be true, my wife drives a mountaineer. I drive the bullitt. Her license plate is Ctrl-Z...mine Ctrl-Y. Undo and Redo, thats us.
Posted by Don Wyzlic | May 16, 2008 6:34 PM
Posted on May 16, 2008 18:34