UberNoob

thanks for the info
i had the understanding before that Mercury was a slight notch above Ford's offerings but with Ford getting back to building quality cars to compete with the japanese, what kind of positioning and product offering can Mercury actually fit into?

the differentiating room between Ford and Lincoln is already shrinking and upkeeping another brand image and marketing is not easy nowadays in this media heavy consumer world

even 10 years ago, it was hard to spot the value differences between a Mercury and Ford (i would even as to say for the past 20 years, Mercury is not a worth contender to the other big 2)

of course the motive of starting Mercury is understandable but the follow-up is quite weak in my opinions

please correct me if im wrong

LexFather

Pretty Clever actually. Good thought.

mmarshall

What about the notoriously bad experience of having Ford of Europe do the U.S.-market Merkur line in the 1980's? Why do you think it would work now at Mercury?....though, granted, we aren't talking the old Merkur products any more. Most Mercury customers, though, especially the more traditional ones, are not looking for smaller, Ford-of-Europe designs, but bigger, heavier cars like the Sable and Grand Marquis (both of which are now virtually gone). Even so, I do agree, though, that the return of the Tracer is a good move (despite its established image as a seller of larger cars, Mercury also needed an entry-level car, Ford of Europe-based or not)

flipside909

Mercury Tracer? Again?

The cycle with redundant overlapping models are happening again.

mmarshall

............as with the Toyota Land Cruiser and Lexus LX570? In many ways, they are almost identical.

We also saw that with the Toyota Altezza and 1Gen Lexus IS, though not in the American market.

Though I could be wrong on this (and, of course, time will tell), I don't think the Tracer will take sales away from the Focus (or the upcoming Fiesta). In general, Ford and Mercury showrooms have different shoppers in them, and different potential buyers....Mercury buyers, in general, are a little more conservative.

TRDFantasy

Ford has been making some good decisions lately, and then they go and do something like this !

Horrible decision, rebadging the Ford Focus as Mercury, and using the Tracer name again?

Just because fuel efficiency has become more important, doesn't mean an upmarket brand should be getting a rebadged compact .

Fizzboy7

I am all for Mercury getting a fresh car, but to call it "TRACER?" I mean that has to be one of the dumbest names to call a car! What is it suppose to promote, a kid drawing on tracing paper? That's the first thing that pops into my head when I hear that name. It does nothing to make the car sound interesting, edgy, sporty, sexy, or ANYTHING! Please Ford, at least call it something else instead of this lame, beaten to the ground, retired for a reason name.

flipside909

I think if Ford was smart, they should axe Mercury and just keep it Lincoln and Ford.

Faymester

You know so much mmarshall I always like your posts on car history.

Is this a Hudson? I did a Google search but it seems like there aren't that many stock ones being photographed and posted online.


IMO, how cool would that be if the Amarican car companies each revived their best selling classic car. I think that would be pretty cool; there could be Cadillacs with the rocketship tails running around, and nifty looking gangster-styled cars like these.

mmarshall

Thanks. The way I look at it, there's a lot I know and a lot I don't know.

No.. Thats one of the so-called "Cool" Mercurys of the time period we were discussing. This one seems to have a slight "chop" to the roof/windows.....not a major one.



Here's an early-50s Hudson Hornet. They, along with Mercurys, were very popular on NASCAR tracks of that era.




And here's a stock one:





The Chrysler PT Cruiser has about as close to 1930's "Gangster" styling as any modern car I can think of.

mmarshall

Why do you say that? Earlier Tracers were generally a success on the marketplace (though not a huge one), yet Mercury pulled them in spite of that success. And, as you note, a relatively high-MPG Tracer will undoubtedly help Mercury in the new CAFE ratings.

bruce van

Do people in California still buy Mercury? I can't even think of what they have off the top of my head. Mullaly probably forgot they existed when he was selling everything. Better go back and do the second round of cleaning house, Alan.

mmarshall

Mercury does sell in CA, and on the East Coast, but, in general, is not that popular on the two coasts. It tends to do much better in the Midwest, where much of the car-buying public is older, more conservative, and more inclined to American nameplates. On the East Coast, Florida is (probably) where it is most popular.

IS-SV

Note: Mercury does not sell well in CA, many (if not most) of the dealers have closed as a result.

Despite the history, Mercury is in trouble today, so this is positive news.

mmarshall

I'm not sure if the closings are just due to Mercury, or because of Lincoln as well, since both are usually sold out of the same dealerships. Though the Navigator is popular (mostly by image/stereotype) with entertainers, professional athletes, and musicians, Lincoln, in general, has lost a number of customers lately....and the dropping of the popular Town Car just made it worse. Mercury also compunded the problem by dropping (or greatly restricting) the Sable, Grand Marquis, and, yes.........the earler Tracer.

While it is true that a car that IS produced may or may not sell, it is definitely true that a car that is NOT produced won't sell, period.

True, but Mercury didn't have to get that way...it was allowed to do so. The Tracer, hopefully, is the first step back forward again, but, IMO, some more larger vehicles are going to also have to follow...though, without hybrids and diesels, that may conflict with the new CAFE standards.