Mercury Mariner Hybrid: Escaping its Ford Origins?
What was the last Mercury model to represent more than a weak Ford rebadge? Was it the 1999-2002 Cougar? And before that the Capri? Before that... And no, the Villager and Tracer don't count (those were just rebadged Nissans and Mazdas).
Regardless, it's clear the brand has suffered from badge-engineering for several decades, and with Lincoln crowding in from the "premium" side within Ford's own dealer network it's a wonder how the division has lasted this long. The new Mercury Mariner Hybrid continues the tradition, as it's a Ford Escape with a chrome grille and metallic-looking plastic trim inside. The good news is that the Escape Hybrid isn't a bad starting point, and the Mariner I just drove seemed even better sorted than the long-term Escape Hybrid we had last year. The 155 horsepower engine/motor combination proved smooth and seamless, with plenty of power-on-demand when it was time to pass someone. Without even thinking about fuel economy on my 100-mile commute I scored over 25 mpg, and the battery remained between 80 and 100 percent charged the entire time. Handling was acceptable -- if not inspired -- for a compact SUV, and the updated roof design for 2008 does indeed reduce wind noise at highway speeds.
But not every improvement for 2008 is as successful. The navigation system seemed challenged by even simple route requests, and the screen's graphics were not as bright or appealing as most modern nav screens. The multicolored dash almost looked like really poor interior color matching before I realized it was a design element. If you add the convenience package, like our test model had, you get the aforementioned nav system, leather seats and an upgraded audio system with seven speakers and MP3 capability.
But you're also at $30K for a front-wheel drive model (over $30,000 for AWD). And like most Mercurys, the increased cost over the comparable Ford product doesn't return when it's time to sell. In fact, Mercurys do worse on resale value than their Blue Oval cousins. If nothing else that last point confirms which version you should buy (and raises the inescapable spectre of what Ford should probably do with Mercury...).
- Posted by
- Karl Brauer March 19, 2007, 7:04 AM
- Permalink
- Categories:
- Fuel Efficiency, Hybrid Vehicles, Mercury
Ford needs to kill Mercury apply its good attributes (improved trim, options and interiors) to its ford brand products.
Ford needs to do to Mercury what GM has done to Saturn... turn it into it's global-market import brand. There are plenty of Ford cars in other world markets that I'd like to see here. We can start with the Australian Falcon... and then the Focus ST... and then the brand new Mondeo... and then...
Well I dont agree with the whole "like most Mercurys, the increased cost over the comparable Ford product " comment as a mountainer Premier is cheaper than an Explorer Limited!
Otherwise, the mercurys are about $1k more and come with nicer interior colors! IMO, the Mercurys are better looking to me also.
Instead of Ford Selling Mercury, They should build mercury as a competetor to company like Acura and let Jaguar go. Whats the point of GM having Chevy, pontiac, and saturn?
Mercury Should be Fords scion! In fact, If they redid the cougar on the Mazda3's platform (CD3 if i remember corectly) and make it a competor to the Scion tC, honda (ivi), hyundai tiburon, mitsu. eclipse, ect. That market is booming. Give it the Volvo S40's I5 and an optional turbo and it will be GREAT!!
-Cj
I disagree. turning Mercury into another Scion would never work. ONE the just the name of Mercury is a downer and TWO the most idetifiable vehicle of Mercury, is the Grand M. I'd have to agree with flicmod that Ford would be better off turning Mercury into another Saturn
I completely agree with flicmod. the Falcon, mondeo, Focus, and maybe even the Galaxy, would all sell well here
The last "true" Mercury—as in non-Ford? The '57-58 models.
http://www.mercuryarchive.com/1957to1960/1957MercuryMontclairSeries.jpg
You cannot sell "Scions" at Lincoln dealerships. On the other hand Lincoln is just premium brand. Mercury is more like nicer and more elegant Fords. Of course Ford could do a better job with Lincoln and Mercury. At least GM with worse UAW obligations redefined Saturn and Cadillac and will soon turn around Pontiac a Buick.
But it is letargic Ford, what do you expect. Ford redesigns its models once in 10 years at best or never (see Ranger and CV/GM) at worst.
autoboy,
I don't think Mercury needs to be "Ford's Scion" to sell a competitor to the Civic, tC, Tiburon, etc. Your idea of having something based off the Mazda3 that has the T5 Volvo engine in it would be equivalent to my idea of badging the Euro Focus ST as a Mercury. The ST already has the T5 motor and the chassis is more in line with a Mazda3/S40 than the altered American Focus anyhow. Following that lead, Ford could easily bring over more and more models to fill out the Mercury brand.
Thanks for the agreement everyone.
Mercury is really competition to Buick in the old sense. You drive a Buick because you wanted a nicer Chevy same for Mercury. You want a nicer looking Ford but can't pony up for a Lincoln. I think that Mercury needs to become the mid level brand to compete against the mid-level brands. Build at least one platform just for Mercury that is its own and then build the brand around that. Mercury has to be its own brand or it will just fold up. Just like Oldsmobile.
To expand on what skierx420 mentioned, Ford also needs to drop the high-end Ford models, and let Mercury take up that market. I mean, there really should not be an Explorer Limited. If someone is looking for an upscale, option loaded, Explorer, send them over to Mercury and offer them a upscale, option loaded, Mountaineer. Same goes for the Escape Limited. Drop it, and punch up the Mariner a few more notches.
Good suggestion Walta. While having independent platforms/vehicles would be the best situation, just making some Mercurys that really are more upscale/luxurious than any Ford version available would go a long way toward giving Mercury some definition -- all without the cost of creating entirely new/different vehicles.
I see a problem with offering Mercury as a "more upscale Ford": it's the fact that Mercury is already considered an "upscale Ford". Mercury was created to fill the gap between Ford and Lincoln. They've also had a decent performance history as well, though. Creating a couple different models with their own platforms will only attract buyers to those particular vehicles, especially if the other vehicles aren't appealing.
Additionally, I'm kind of confused by the comparison of Mercury to Buick and Olds. All three brands were the bridge between luxury and mainstream brands, but the latter two haven't necessarily been successful at that. Olds is dead. Buick is suffering from what I would call "over-geritol-ization" (ie. too many senior citizens flock to the brand). Do we really want Mercury to have the same fate as either of those brands? Perhaps this "upscale" idea was the cause of the fall of Olds and the senior-citizen-defined Buick?
I think what would happen if Ford "redefined" Mercury in this way is that in 10 or 15 years, they'd end up exactly back where they are right now. You can't redefine a brand the same way it was defined to begin with. That's not the definition of redefining... if you can follow that.
Without a doubt, Mercury needs a new definition. They need to get away from the "upscale Ford" idea. I think that's what is hurting them the most.
I think the Mercury branding question is a very interesting one, Karl, thank you for this blog.
flicmod mentioned that "Mercury was created to fill the gap between Ford and Lincoln." The problem Ford is facing now is there is no longer the market space for a "bridge" nameplate (witness Olds and currently Buick).
In my opinion, there are mainstream brands (such as Chevy, Toyota, Dodge), luxury brands (Caddy, Lexus, M-B) and brands that have carved out niches, which for lack of better terms, I'll call focused brands... like Subaru, Mazda, and Scion.
The focused brands aren't huge in volume, but they do well and have a loyal customer base.
IMO, Mercury fits into none of the three categories, nor does it have a true customer base (except maybe for the Grand Marq, but that population is rapidly reaching expiration dates). So for whom, then, is this Mercury brand intended? I agree with flicmod that what Mercury really needs to do is distance itself from the "upscale Ford" image. Upscale Ford? Does that appeal to anyone who doesn't already own a Lincoln?
Some of the solutions here are awesome, but I think the one that would work best is the Saturn analogy. Ford can turn Mercury around, it just needs to take a risk. But more importantly, plan success- or failure- strategies around the outcome.
just my .02
~alpha
Lincoln's fate and role has to be decided first, imo.
Mercury appears to be an old man's brand attempting to appeal to women too. A somewhat mixed message. Jill Wagner is hot, but the current Mercury marketing campaign leaves me cold. Are they trying to sell chick cars like the RAV-4 and New Beetle? Will people assume a guy got stuck driving the wife's car if they a man driving a Mercury?