Tiny Girlie Mercurys?

[Bobby Clobber]

Check this out, not only does Ford want to downsize everything, but they consider Mercury their female brand appeal division.

Am I having an identity crisis?:alone:

http://www.detnews.com/apps/pbcs.dll/article?AID=/20060105/AUTO01/601050373/1148/rss25

[Meteorite]

It is particularly sad when you consider that in the 1960s, Mercury advertising featured this tag line:

Mercury ... the man's car.

You can still find these advertisements on ebay as a reminder of a different time. My belief is that the forced feminization of the Mercury brand will continue for the next several years at least.

[merc6]

(in swartzys voice)Come on you lil girly man(end) Most of the mercury sable owners I knew were female. Last I checked mercury didn't make ladys mustangs!

[JMan]

But that gal in the Mercury Ad's can park her car in my garage any time!:D

J

[Meteorite]

Mmmm ... Jill Wagner.

Err ... not that I've been paying attention or anything.


But that gal in the Mercury Ad's can park her car in my garage any time!:D

J

[Mad1]

Mercury brings more female customers to Ford, while Fields' team fixed on a new vision for Lincoln in domestic luxury.

That's not exactly what they implied. ... Just that as a brand, Ford seems not to attract women. (Of course, they haven't exactly been trying ... since they only want to sell F150 trucks and their Aerostar van platform is so old it's practically a dinosaur.)

They have a long-way to go to rehabilitate their various brands' images. I certainly don't think of Lincoln when I want luxury, nor any other domestic brand outside of maybe Cadillac. I'm probably twice as likely to know at least the various makes of cars by the japanese automakers as I am to know any of the "current" or new GM, Ford, Chrysler automobiles. (That's pretty sad, considering I've never owned anything but Ford or Chrysler cars.)

[Meteorite]

Aerostar?

That's going back quite a way.

There was Windstar, and now a totally redesigned vehicle, Freestar ... though it doesn't look like it, and even the name is too close!


(Of course, they haven't exactly been trying ... since they only want to sell F150 trucks and their Aerostar van platform is so old it's practically a dinosaur.)

[TAF]

In my opinion...I think there are enough "identity crises" in all of the manufacturers to go around...

If you would've told me 10 years ago that the only performance car coming out of GM was going to be a Cadillac...I would've called you crazy. (You can't count Corvette, 'cause it's virtually a separate company)

AND...that Honda would have a full size truck out? Man o' Man.

[Meteorite]

You are correct that from this article, it would be reading too much into it to conclude that Mercury is moving towards marketing mostly to women. However, check out this article, which makes it much more explicit::(

http://www.freep.com/apps/pbcs.dll/article?AID=2005511170519


That's not exactly what they implied. ... Just that as a brand, Ford seems not to attract women.

[STLR FN]

I'd rather PARK my CAR in her GARAGE instead. :D
But that gal in the Mercury Ad's can park her car in my garage any time!:D

J

[Mad1]

I think the Freep article illustrates my point exactly. They don't know what kind of marketing they have or need ... they sound desperate instead to sell something to anyone.


Mercury marketing manager Kim Irwin was uneasy with suggestions that the brand is making a play primarily for women, noting how the brand also sponsors ads in manly magazines such as GQ, Maxim and Stuff. And it's not like Mercury is shamelessly draping itself in a swath of pink.

AND ...

Over the past year, as Mercury has launched its Mariner, Montego full-size sedan and Milan midsize sedan, the brand's marketing mantra has become "film and fashion" and it has been strengthening its marketing to sophisticated young consumers -- ones that arguably lean female.

AND ...

Mercury commissioned an online serial movie, "Meet the Lucky Ones," about the often-comic misadventures of a quirky dysfunctional family. The brand also backed a series of short flicks out of a Glamour magazine "Reel Moments" contest. In September, Mercury presented one of those films, "Wait," in 25 theaters. The 10-minute flick was about one woman's journey of self-discovery and a bittersweet possibility of reunion with "the man that got away." It premiered before New Line Cinema's "Domino," a dramatization of the life of female-model-turned-bounty-hunter Domino Harvey.

Does any of that gimmickry make you want to run out and buy a new "Mercury" product? Not me. Especially, the dealership's use of the fired Detroit Lion's coach to try to promote their vehicles. (Perhaps they could get someone from a winning NFL team to associate with their business, eh?)

Ok. So, you just confirmed my supposition about Ford's minivan line ... I'm like 2 generations off from the "Freestar," but whose fault is that? Not mine, I think. If they made cars or vans that people wanted to have, then people might remember them, no?

Jeremy
Mad1

[STLR FN]

I think the Freep article illustrates my point exactly. They don't know what kind of marketing they have or need ... they sound desperate instead to sell something to anyone.



Does any of that gimmickry make you want to run out and buy a new "Mercury" product? Not me. Especially, the dealership's use of the fired Detroit Lion's coach to try to promote their vehicles. (Perhaps they could get someone from a winning NFL team to associate with their business, eh?)

Ok. So, you just confirmed my supposition about Ford's minivan line ... I'm like 2 generations off from the "Freestar," but whose fault is that? Not mine, I think. If they made cars or vans that people wanted to have, then people might remember them, no?

Jeremy
Mad1
The only Mercury I would buy right now is the Milan. Classier & better looking(IMO) than the Fusion, plus cheaper than the Zephyr.

As far as the Freestar goes, it's the same Windstar, just a new name to go along w/ Ford's F-naming of vehilces ,ala the SUV's.

[Rider90]

But that gal in the Mercury Ad's can park her car in my garage any time!:D

J
Why doe SHE have the car, and you the GARAGE? Maybe I'm thinking too far into this...

[DEFYANT]

Isn't Mercury still run by a woman? If so, why should this surprise you. At least she did not come out with a pink MM to rival a pink caddy.

Mercury needs a little testosterone injection

[STLR FN]

They did have some but a woman castrated it in '04.
Isn't Mercury still run by a woman? If so, why should this surprise you. At least she did not come out with a pink MM to rival a pink caddy.

Mercury needs a little testosterone injection

[Meteorite]

It is not.:bs:

The body and chassis were compeletely redesigned.

I know, because I worked on it (V229 and WIN126 both).

Why they made the V229 look the same ... I can't explain that sort of idiocy.



As far as the Freestar goes, it's the same Windstar, just a new name to go along w/ Ford's F-naming of vehilces ,ala the SUV's.

[DEFYANT]

It is not.:bs:

The body and chassis were compeletely redesigned.

I know, because I worked on it (V229 and WIN126 both).

Why they made the V229 look the same ... I can't explain that sort of idiocy.

Really?

Any plans for an AWD Freestar?

[Meteorite]

I don't know.

I do know the entire industry is moving toward more AWD. Judging from things I've read in the press, though, I'm not sure how many more years the Freestar will be offered.


Really?

Any plans for an AWD Freestar?

[STLR FN]

Then I stand corrected. I should know better(work @ MTP) about Ford's stupidity on some things.
It is not.:bs:

The body and chassis were compeletely redesigned.

I know, because I worked on it (V229 and WIN126 both).

Why they made the V229 look the same ... I can't explain that sort of idiocy.

[Blackened300a]

Great! My first Mercury and now they are taking the entire product line and aimed it towards Females! Wonderful!

How long Before they Change Mercury to Hercury and make this the new Grill Emblem?...

http://www.homestyle-bathrooms.co.uk/prohtml/urban_steel/urban_steel_signs/09_7013_Female_symbol.jpg

[Glenn]

Well, now we know why the MM S/C was dropped at the last minute and why the L/M VP said, "It is not in the direction we want Mercury to go". It all comes together after reading the above article. The MM S/C was too male for the future direction of L/M. Very Sad, a huge lost opportunity for Ford.

Glenn

[GordonB]

Hear ye, hear ye,
Guess who is the principal driver of the Blue '03 MM in our household and guess who liked the car well enough to part with her original 21 year old 1984 OLds 98 4dr sedan with all the bells and whistles, incl. factory sunroof? It was my WIFE!!! And ... guess what? We bought one and then a year later SHE suggested that we buy another one ('04 DTR MM)!!!
Girlie? Maybe. Do I care? Heck no!!!! I consider myself VERY fortunate.
GordonB

[Hack Goby]

I think the Freep article illustrates my point exactly. They don't know what kind of marketing they have or need ... they sound desperate instead to sell something to anyone.



Does any of that gimmickry make you want to run out and buy a new "Mercury" product? Not me. Especially, the dealership's use of the fired Detroit Lion's coach to try to promote their vehicles. (Perhaps they could get someone from a winning NFL team to associate with their business, eh?)

Ok. So, you just confirmed my supposition about Ford's minivan line ... I'm like 2 generations off from the "Freestar," but whose fault is that? Not mine, I think. If they made cars or vans that people wanted to have, then people might remember them, no?

Jeremy
Mad1
Don`t expect anything positive about Ford from Knight-Ridder(the Detroit news AND Free press owners) they have been at war for years and alot of people around here know this.They will say something good about Ford only if they heve to.But let Ford do one little thing wrong and "BAM" there all over it.Hell they bring up the Crown Victoria police cars blowing up at least once a year even though Ford has sued them and won and proved in a court of law that the Vic is as safe as any car.Non union papers in a union town.They SUCK!

[GreekGod]

Why am I suddenly feeling "light in my loafers"? Is the Marauder now a girly-man car? A "buff soccer-mom" car? It's late-I think I'll go get some ice cream and pickles.

[SideshowBob]

Well, this might explain why I've been humming Broadway showtunes and the strange desire to go see Brokeback Mountain. Mercury's testosterone levels have been declining for years and now Ford makes it official. Can the "Oprah Signature Edition" be far off? I should have held out for the Charger RT. Oh well, got to go, I'm late for the wine and cheese club. It's Camembert-Boujalais week, you know.

[Sully008]

I think the Marauder was the last attempt at the male buyer. I guess they've decided to target a whole new demographic. Here's an ad I found from a really cool site called www.mercuryarchive.com. It has a lot of Mercury ads, past and present.

http://www.mercuryarchive.com/1965to1968/1967MercBrougham.jpg

Anybody think this ad will fly today?

[GreekGod]

This is serious stuff. Don't give Elena any ideas!

[Meteorite]

There are "worse" (i.e., less Politically Correct) ads than that.

There is one which also mentions the Select Shift transmission in words like these: Lets a man shift up through the gears, but lets his wife just leave it in 'D' and go.

Or some such words. I used to have a copy that I bought off ebay.



I think the Marauder was the last attempt at the male buyer. I guess they've decided to target a whole new demographic. Here's an ad I found from a really cool site called www.mercuryarchive.com. It has a lot of Mercury ads, past and present.

http://www.mercuryarchive.com/1965to1968/1967MercBrougham.jpg

Anybody think this ad will fly today?