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Bloomberg and Automotive News are reporting that Ford is getting ready to wind down the Mercury brand.
Sources say the plan will be presented to directors in July. The stats make a compelling case for euthanasia...the brand's peak sales year was 32 years ago, sales have dropped 74 percent in the last 10 years, ad spending by 88 percent in the last four, and with the 2011 demise of the Grand Marquis and Mountaineer, the brand would have only two models, the Milan and Mariner, clones of the Ford Fusion and Escape respectively.
The truth, of course, is that those were self-inflicted wounds. While Mercurys have had an on and off history of being based on supposedly lesser Fords, there was a time when FoMoCo worked to make them different, establish the argument for spending more for a Merc, and in the process, came up with some compelling and iconic vehicles (helped a bit by Hollywood and the original Mad Men):
The movie "Rebel Without A Cause" starred James Dean, Natalie Wood and a customized '49 Mercury. It made such an impression that 55 years after the film, the cars are commonly called "James Dean Mercurys".
Flash forward 13 years and it was another Merc, also black...driven not by a teenage rebel but by a middle-aged cop. McGarrett's four-door hardtop defined cool.
At about the same time, some star power with four legs and a tail....a real-life cougar serving as the mascot for the new Mercury Cougar...a stretched, re-bodied Ford Mustang, but different enough to be percieved as a major step up.
But just as Mercury was finding its mojo, the party ended. First, Ford marketing lost the thread. Instead of a tire-smoking Steve McGarrett, they tried to sell the 1970 Mercury Monterey Coupe with a W.C. Fields impressionist (35 years after Fields' peak popularity)
And it got worse. The 70s hit and so did the fuel crisis. Practicality rarely makes for an exciting sell, even when one of the vehicles is a "sexy European":
As horsepower evaporated, so did the blue oval's willingness to do more than the minimum required to turn Fords into Mercurys. By mid-decade, the Cougar was an LTD II with a different grille and the ad agency knew that it would take the sex appeal of a not-yet famous Farrah Fawcett to move them out of showrooms.
And that's been the path since. Jill Wagner makes young men's hearts beat faster...
But not enough to actually buy the product. The Mercury customer continues to be a Grand Marquis buyer with an average age of 70 (which means half of them are older). And given what Grand Marquis have been for the last 35 years, that's no surprise at all:
As someone with significant Mercurys in his personal history...a 1956 Montclair and 1970 Monterey Custom Coupe (my parents), a 1969 Cougar XR-7 Convertible (my uncle's) and a 1974 Capri 2800 V6 (mine), I'm sad. But this, probably more than Plymouth, Oldsmobile and Pontiac, is inevitable. There's almost nothing left to resuscitate.
Post Title → Mercury, Dead At 71?
Here's the deal with hybrids. You pay a few thousand dollars more than you would for the gasoline-only equivalent of that car and you get a few miles per gallon more. How long before those gas savings pay for the extra cost of the hybrid version?
That depends on the car. The Ford Fusion Hybrid is the best bet, according to The San Francisco Chronicle...with the next best taking more than twice as long to put you in the black. But that's the nearly identical
(and not significantly higher priced) Mercury Milan Hybrid.
Lexus is rolling out the hybrids, so why not Lincoln? Expect an announcement this week at the New York Auto Show that there will be a 2011 Lincoln MKZ Hybrid.
Not that big a stretch, really...given that the MKZ is a derivative of the Ford Fusion and Mercury Milan, both of which have hybrid models. We loved the Milan Hybrid...but will the MKZ be different enough to justify the Lincoln price tag?
The Detroit News talked to at least one analyst who isn't so sure. Story here.
Consumer Reports magazine has issued a safety alert for the Ford Focus Fusion Hybrid and its corporate twin, the Mercury Milan Hybrid, citing poor transitions between regenerative and conventional braking.
Ford, insisting that this problem is totally unrelated to brake problems with the Toyota Prius, is not launching a recall, but rather a "Customer Satisfaction Program" for vehicles built on or before October 17, 2009.
Here's the offical Ford press release:
STATEMENT: FORD CUSTOMER SATISFACTION PROGRAM
Ford is proactively announcing a customer satisfaction program to update the software of the regenerative brake system of some 2010-model Ford Fusion Hybrids and Mercury Milan Hybrids.
Dearborn, Mich., Feb. 4, 2010 – Today, we are announcing a customer satisfaction program to update the software of the regenerative brake system of some 2010-model Ford Fusion Hybrids and Mercury Milan Hybrids.
We have received reports that some drivers have experienced a different brake feel when the hybrid’s unique regenerative brakes switch to conventional hydraulic braking. While the vehicles maintain full braking capability, customers may initially perceive the condition as loss of brakes.
To be clear, the Fusion and Milan Hybrids’ brake system maintains full conventional brakes and full ABS function even as the customer sees visual indicators and hears a chime. The software threshold to transition from regenerative brakes to conventional brakes can cause the system to transition to conventional brakes unnecessarily.
The software upgrade will reduce unnecessary occurrences of the vehicle switching from regenerative braking to conventional hydraulic brakes.
Customers with affected vehicles will receive a notice in the mail. We are asking owners of affected vehicles to have vehicle software reprogrammed at dealers at no charge.
There have been no injuries related to this condition.
(11JAN10) Detroit, Mich. Mark Fields, Executive Vice President, Ford Motor Company, accepts the NACTOY Car and Truck awards. This is the third time in NACTOY's history both awards have gone to one OEM.
For only the third time in 17 years, a single manufacturer has swept the North American Car and Truck of the Year awards (announced today at the North American International Auto Show in Detroit).
The Transit Connect was competing with the Chevrolet Equinox and Subaru Outback for North American Truck of the Year (The Outback? A truck? Station wagon, sure...but truck?). The Fusion was up against the all new Volkswagen Golf and GTI and the Buick LaCrosse.
I've said it before...the real game in hybrids isn't in small cars like the Toyota Prius and Honda Insight that are born economy machines...it's in the conversion of larger, more thirsty vehicles and getting great mileage from them.
Here's a surprise (at least it was to me): The Mercury Milan Hybrid blows those three away.
The EPA mileage estimate (41 city/36 highway) is enough to pole-vault over that trio (as well as the Insight) for second place on the TireKicker Top Ten Fuel Savers (clickable list in the right column of this page, just below the TireKicker Top 20 Cars (So Far).
But EPA estimates...you know...even the new, improved ones...you can't really trust 'em....they're estimates...not Gospel.
For the Milan Hybrid, they're low.
Nothing on that sheet says that I should have been able to do a 40 mile roundtrip in town (one-third freeway, two-thirds surface streets) and get 45 miles per gallon. But I did. Or the Milan Hybrid did, anyway. And I wasn't playing the game...just trying to get a library book across town before the branch closed and I owed a fine. Which means if anything, I was driving a little less than eco-conciously.
Didn't seem to matter.
How do I know how I did on one trip? Well, that's the other cool thing (besides sheer mileage) aoout the Milan Hybrid...its new LCD instrument cluster looks more like something from a high-end laptop than a Dearborn dashboard...and it serves up interesting and useful information...including your mileage from the moment you turn the car on until you shut it down. Trip after trip. Want to know more? Watch this Ford-produced video:
I put 300 miles on the Milan Hybrid in a week's worth of driving. I handed it back to Ford with half a tank of gas and a distance to empty reading of another 300.
$27,500 gets you into a Milan Hybrid. My tester had a package including Moonroof, a 12-speaker Sony audio system, a driver's vision package, the "Moon & Tune" package (moonroof and audio), blind spot detection, a rear-view video camera and rear spoiler. Package price: $3,735, minus a $660 Rapid Spec discount. This one also had a nav system ($1,775).
Leather seating? Standard.
Anyway, with $725 destination and delivery charges, this bottom-lined at $33,075. Ditch the moonroof and nav system and you're under $30K. Buy the Ford Fusion Hybrid (essentially the same car) and the base price is $230 less.
Comparably equipped, the Camry and Altima Hybrids still cost a bit less...but the story of hybrids thus far has largely been about people paying a premium for the highest gas mileage. If you're looking for an excuse to go green and buy American, it's just arrived.
Post Title → Mercury Milan Hybrid Review
