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Lincoln Mercury

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Lincoln Mercury
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The Ford Motor Company officially announced in June 2010 what most analysts had long expected: its Mercury brand was going to be discontinued.

Rumors of Mercury's death have been around for years, but only had strengthened just days before Ford confirmed the same. Founded by Edsel Ford in 1939, Mercury was positioned as the premium brand between run of the mill Ford and luxury Lincoln, but it never had much of an identity of its own.

No Differentiation

For years, every product sold by Mercury was a rebadged Ford model, with slightly different trim levels. That lack of distinction has hurt Mercury and contributed to its gradual decline from its 1978 peak when more than 500,000 cars were sold. Today, Mercury is hard pressed to sell 100,000 units, due mostly to a lack of new product.

The demise of Mercury leaves Lincoln-Mercury dealers without a lower end product to sell. For years, dealers have been accustomed to having younger buyers purchase a Mercury, working their way up to Lincoln as they aged and as their net worth increased. With Mercury gone, Lincoln dealers will have to find other ways to attract people to the brand.

Fortunately, the Ford Motor Company is in the midst of preparing a strong response.

Fresh Products

That response involves bolstering the Lincoln brand with fresh product. In a statement released outlining these changes Ford officials said that Lincoln would benefit from seven new or updated models over a four year period. Among the models planned is the brand's first c-segment or compact model, a vehicle line to go up against BMW's vaunted 3-Series.

Lincoln will also get something its Cadillac rival does not have: proprietary powertrains. Everything Cadillac utilizes is the same offered elsewhere in the GM portfolio. But that's the same practice long used by Lincoln. Ford wants to differentiate Lincoln enough to build dedicated models with proprietary engines and transmissions, a practice which could help burnish Lincoln's somewhat tarnished image.

What's Coming

Besides the c-segment model, the brand's d-segment Lincoln MKZ will receive its own hybrid powertrain system for the 2011 model year. That system already powers similar models offered by Ford and Mercury, but Lincoln states that it will be more efficient. Already EPA certified as delivering 41 miles to the gallon city, 36 highway, it isn't clear what that means. Still, the MKZ needs an edge; a hybrid system should help.

The Lincoln Town Car, the brand's aged Panther platform full sized sedan will be discontinued by 2012. No replacement is set, though a long wheelbase version of its MKS sedan may please livery drivers. The big Navigator SUV may gain a new lease on life, but its position is precarious given its bulk and poor fuel mileage.

Lincoln has had some success with its crossovers and plans to roll out a significantly refreshed MKX this fall to join the recently released MKT.

New Lincoln

Beyond that, Lincoln's direction isn't quite clear although in that same statement Ford identified Cadillac and Lexus as two brands who are Lincoln's chief competitors. The former represents its traditional American rival, the latter is the Japanese brand who has siphoned customers away from Lincoln over the past two decades.

Matthew C. Keegan is a freelance writer who resides in North Carolina. Matt is a contributing writer for Andy's Auto Sport an aftermarket supplier of quality parts including Mustang body kits and fenders.

Mariner: the Breath of Mercury’s New Life

Mercury is said to be dead. However, that is not what the automaker is trying to prove. Earlier, Ford launched its 2008 version of the Mercury Mariner Hybrid with the intention to spruce up its sport utility vehicle (SUV) market. The effort of the automaker is in cognizance with the launch of the Ford Escape. Ford took the wraps off the Mariner Hybrid at the South Florida Auto Show.

Ford wants to prove that there is something more to Mercury that enthusiasts have to experience so it launched the version of the Mariner Hybrid. The Mercury Mariner is a compact crossover sport utility vehicle introduced back in 2005. It bears semblance with the Mazda Tribute and Ford Escape however it is deemed more upbeat.

The aura of the Mariner Hybrid is influenced by the styling of the Ford Escape but it is also swayed by European styling. The eclectic styling made to the hybrid is reflected on its two-tone interior, monotone cladding, turn signal repeaters and the exclusive “waterfall” front grille.

The 2006 version of the hybrid is also made very identical to the Ford Escape Hybrid. In its 2008 version, Ford gives the vehicle lots of interesting updates and interior styling. In fact, the version is said to have touted the new design direction for the Mercury marquee.

Mercury auto body parts were subjected to various tests and modifications to come up with a hybrid that is both efficient and stylish. Modifications include updated front and rear fascias, a raised beltline and new hood and black B-pillar molding. The automaker entertained more bright work and reduced body-color molding and cladding. This has made the new hybrid cleaner and fresher. Also, the front and back light banks have been remarkably upgraded.

The interior of the vehicle showcases superb Mercury auto parts and accessories to boost ergonomics. The outstanding facilities include climate control, radio, reworked center stack, blue hue lighting, and MP3/iPod jack. Ford also boasts several changes purposely made to reduce the level of noise, vibration and harshness.

The Mercury Mariner is the very first make of Ford to showcase one touch start. All it takes is to put the key in the ignition, turn it once and then let go. It is just as simple as other electronic start buttons. The Mariner vehicle will also be equipped with Ford’s speed-sensitive Electric Power Steering. Ford claims that the new feature significantly enhances the steering feel.

To ensure safety of the occupants, its features were updated. It is also given the active stability enhancement system to deliver greater protection in case of rollover. In addition, the enhanced side-impact system is standard.

About the Author

Correy Putton is a 28-year old bachelor from Pittsburgh, PA who has been around cars for the better part of his life. He now works online and writes all about his passion: cars. He is also a certified mechanic.

There is a new lincoln/mercury commercial out with this song in he back ground "you got it..got it"any ideas

It has a good techno beat too

Its a song by The Crystal Method called "High Roller" on there Vegas album.

Gurnee Ford Drive-a-Thon Supports Warren High School
GURNEE, IL--(Marketwire - May 5, 2010) - With dreams of owning a new Ford , high school students got the chance to test drive brand new Fords including F150 , Mustang , and Fusion at Gurnee Ford Lincoln Mercury near Chicago . For each quick test drive the Chicago Ford Dealership donated money to the Warren Township High School Athletic Boosters.

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