Ford To Give Mercury New Image

[rumble]

From "DealersEdge.com"
Ford To Give Mercury New Image

On Thursday, Ford announced it has unveiled a new ad campaign aimed at redefining the image of Mercury. Some feel it's long overdue, as Mercury has had but 12 slogans over the past 25 years. As Mercury sales slowed 23 percent last year, Ford decided to remake the brand and give it the attention it deserved. Ford gave Mercury several new models including an upcoming crossover and hybrid models.

The new ad campaign is the next step in the image overhaul for Mercury. The campaign is dubbed "New Doors Open," and features versions of the song "It's my life" by Paula Cole. Ford has spent $93 million on advertising and marketing for Mercury through May of this year, compared to $76 million all of 2003. "We are trying to introduce people to Mercury again," said Tom Grill, marketing communications manager for Mercury.

Quoted here without comment.

[Bluerauder]

The new ad campaign is the next step in the image overhaul for Mercury. The campaign is dubbed "New Doors Open," and features versions of the song "It's my life" by Paula Cole. Ford has spent $93 million on advertising and marketing for Mercury through May of this year.
For $93 Million you would think they could have come up with something better than "New Doors Open" ... and a better song. :dunno: :whistle:

[Smokie]

The Marauder was the new image...but they were too stupid to see it.

[teamrope]

The campaign is dubbed "New Doors Open," and features versions of the song "It's my life" by Paula Cole. Ford has spent $93 million on advertising and marketing for Mercury through May of this year, compared to $76 million all of 2003.Where did these ads run, PBS? :dunno: May has come and gone and I still havn't seen this one. :popcorn:

[BlackHole]

I got 1 how about NOT YOUR FATHERS MERCURY. :help: But same here other than the Big Sales event ads no other Merc ads

[Mike Poore]

For $93 Million you would think they could have come up with something better than "New Doors Open" ... and a better song. :dunno: :whistle:
Perhaps I should take a picture of the "convienience" with the bolt on hand rails for the, um, mature customers that graces the men's room at Cooper Motors. That's the immage they have, how are they gonna change that? They sure ain't gonna sell Town Cars to kids! I can see it now: the Signature series would be marketed as the "fiftycent mf'er".

[Patrick]

Well FLM fumbled on the MM. Kathy and I agreed on that at Breakfast. And I we are glad they did. Todd made a coment that I agreed with. I am keeping MM because they are going away from full size rear wheel drive cars. If they listen to us they will find a bigger Market than they thinkl!!!!!!!!!!!!!!!!!

An obervation :soap: And its unproven but I bet I would be right. Take a typical ricer and put him behind the wheel of a MM and let him see the diffferance you could change thier attitude quick!!! Mercury Pay attenttion The market for full size rear wheel drive is not DEAD!!!!!! Just my :twocents:

[Patrick]

The Marauder was the new image...but they were too stupid to see it.
:woohoo: :woohoo: :up: :up: :up: :up:

[merc406]

93 Mill .......What a waste. They got nothing if that be the case. :soap:

[Mad4Macs]

See the following;
http://www.detnews.com/2004/autosinsider/0408/28/c01-255973.htm

[jakdad]

See the following;
http://www.detnews.com/2004/autosinsider/0408/28/c01-255973.htm
Looks like rebirth of the Mystique.
:lol:

[teamrope]

Looks like rebirth of the Mystique.
:lol:

No, it's another Mystaque....;)

[UAW 588]

Looks like rebirth of the Mystique.
:lol:
We just hope it's not a mistake!!!!!! :banghead: :lol:

[dwasson]

It sounds like they might be trying to make Mercury the women's division. Paula Cole is one of those "Lilith Fair" types. With a woman in charge of Mercury (a woman never "got" the Marauder) it would be a good opportunity to see if Ford could make a Saturn of their own.

Never mind if that is a good idea or not. It just seems to be the idea.

[Donny Carlson]

It sounds like they might be trying to make Mercury the women's division. Paula Cole is one of those "Lilith Fair" types. With a woman in charge of Mercury (a woman never "got" the Marauder) it would be a good opportunity to see if Ford could make a Saturn of their own.

Never mind if that is a good idea or not. It just seems to be the idea.
http://www.paulacole.com/multimedia/images/pc2.jpg "Hmm, should I go with the Trilogy or the Vortec?

[Donny Carlson]

When you go to the Mercury web page with the press release, the picture in the upper left hand corner is.... A MARAUDER.

http://media.ford.com/article_display.cfm?article_id =18996

Clink on the shortcut on the page to hear Paula sing "It's my life."

The pic's link says "Mountaineer"

And in case this site rotates pics or changes it, here is a screen cap:

http://www.mercurygallery.net/mmnet/data/500/1136mercury_web_page-med.JPG (http://www.mercurygallery.net/mmnet/showphoto.php/photo/5203/size/big/password/12edb7ecd1545719e13d6dab7e921e a6/sort/1/cat/500)

[Marauder386]

OMG OMG OMG...I cannot describe my shock/awe/anger....LM had it in the bag with MM but didnt spend diddlysquat on promoting it...Finneeto it goes !
Now this politically correct tree huggin smarmy garbage ?? I AM SO STEAMED ! Jeeeezers !

M386

[Mike Poore]

When you go to the Mercury web page with the press release, the picture in the upper left hand corner is.... A MARAUDER.

http://media.ford.com/article_display.cfm?article_id =18996

Clink on the shortcut on the page to hear Paula sing "It's my life."

The pic's link says "Mountaineer"

And in case this site rotates pics or changes it, here is a screen cap:

Hey Donnie? They've changed the car. Now it's a Grand Marquis. That's hilarious! It gives me the giggles to think about those suits running around covering their a**es. Y'know what? The mercury division of LM is in BIG trouble. And Paula's song? I hope it's not just me, but it, in a word, stinks!

[RCSignals]

The Marauder was the new image...but they were too stupid to see it.

Exactly!

As for advertising images, just look at pictures from MV1 and MV2.......

(and marty's web page of course)

[RCSignals]

[color=black] Y'know what? The mercury division of LM is in BIG trouble.

Yes. Read my thread about Ford not "getting it"

[Bluerauder]

Hey Donnie? They've changed the car. Now it's a Grand Marquis.
I think that the photo in the upper left corner of the page is set on a rotational basis. It initially opened to a Marauder .... then the grill of a red Grand Marquis.

I agree Mike ... the song is a bust. :down: Just remember, as you " Open New Doors" to leave the seat down on your way out. :rofl: L/M is clueless on this campaign. :confused: :dunno: :loco: That's $93 Million down the drain. :bop:

[rumble]

That's $93 Million down the drain. :bop:



That's the part I keep thinking about, the $93 million.
We can only imagine what Steve Babcok could have
done with it.

Oh well, as a former ally once said "c'est la vie"

[FastMerc]

Well if that is Fords revamp of Mercury :puke: Maybe this is the way they should have went.Keep the Marauder,then introduce the drop top.Then drop a RETRO style Cougar in the mix with Cobra guts call it the ELIMINATOR :rock: Now that would be one to chew up the rice rods.For the music end BON JOVI would have to be the choice.That would have been a better way you think. :run:

[Mike Poore]

[QUOTE=Bluerauder]I think that the photo in the upper left corner of the page is set on a rotational basis. It initially opened to a Marauder .... then the grill of a red Grand Marquis.

OH, YEH, now I see. I didn't understand Donny's post about it changing to another car.

<FONT color=black><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com /><o:p></o:p></FONT></P><P style=
Y'know? Just a little historical prospective, but GM dumped the Olds, Dalmer Chr ..whatever, dumped the Plymouth, and who's gonna take my bet that Mercury will soon be gone also. All they're doing is selling Fords with weird names. If they could add performance enhancements like they did with the Marauder they could claim a niche, take their version of the Escape and drop a 4.6 in it, for instance, but who wants to buy an Mountaineer from 'em and take the depreciation hit vs. buying an Explorer? Lincoln, on the other hand, except for the Blackwood, just keeps hitting home runs. We see Navigators, Aviators, and Town Cars everywhere, they're great vehicles, and you can't go to the Ford store and get the same thing.

[hbarrett]

I looks like a ricer. There's just no hope for american car manufacturers anymore! I guess the US is becoming a copy cat of Japan. Where are the american car shoppers heads anyway?
See the following;
http://www.detnews.com/2004/autosinsider/0408/28/c01-255973.htm

[2003 MIB]

Well if that is Fords revamp of Mercury :puke: Maybe this is the way they should have went.Keep the Marauder,then introduce the drop top.Then drop a RETRO style Cougar in the mix with Cobra guts call it the ELIMINATOR :rock: Now that would be one to chew up the rice rods.For the music end BON JOVI would have to be the choice.That would have been a better way you think. :run:
I think they could have saved $93,000,000.00 if they had just called FastMerc. I would totally "get" the above ad campaign. HOT ROD had a "what if?" feature story about a retro Cougar Eliminator with hidden headlights and all-sweet!
I don't know about the Bon Jovi...I'm thinking Judas Priest...

[svtguy]

I think they could have saved $93,000,000.00 if they had just called FastMerc. I would totally "get" the above ad campaign. HOT ROD had a "what if?" feature story about a retro Cougar Eliminator with hidden headlights and all-sweet!
I don't know about the Bon Jovi...I'm thinking Judas Priest...
Since Caddy got to use Zep how about some Hendrix or Stevie Ray covering Hendrix or Stevie Ray doing Stevie Ray or .....

[Captain Steve]

Unveil the 2006 Marauder to AC/DC's "Back in Black"

[svtguy]

Unveil the 2006 Marauder to AC/DC's "Back in Black"
Excellent choice - or you could play some Vodoo Chile by either of the aforementioned and since we're talking 2006 Marauder it would surely have to have the SVT Lightning's engine underneath.

[Silver_04]

Someone give me a holler when Ford, Mercury and Lincoln come to their senses and quit copying VW/Audi design and drivetrains. I'll be at the Caddy dealer.