More news on what Ford has in store for the Mercury brand is starting to trickle out. The brand will offer smaller entry-level premium cars and crossovers that will complement the Lincoln brand.
Rumors had been that Ford was going to eliminate the Mercury brand and give Lincoln more models. Dealers protested, pointing out that Mercury brings a different demographic into the showroom than any other Ford brand.
"Mercury brings a younger, more female customer than the Ford brand. We're focusing (Mercury) very much on small, fuel-efficient products," said Derrick Kuzak, Ford's global product chief.
Sounds good in theory, but will it work?
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"More female" being the operative word. My buddy let me drive his Mountaineer while my car was in the shop and I've got to say, it rode horribly. With just 30K miles on it, the shocks felt like jelly and the interior was incredibly basic for a "premium" vehicle. My biggest gripe was the steering wheel, which felt like it was made out of old bumpers. Also, there's a difference between soft touch plastic and flimsy plastic.
I think small, fuel-efficient vehicles will work, but if Ford plans on giving only Mercury those types of vehicles, they're in trouble.
Dealers protested?