Mercury aims for stylish niche
MIAMI -- Ford Motor Co. will pull the curtain back on the future of Mercury today with the unveiling of the all-new-for 2008 Mariner and Mariner Hybrid at the South Florida International Auto Show.
Challenged to refocus the brand as part of its North American restructuring effort, Ford is reinventing Mercury as a niche marque designed to appeal to more women, minorities and shoppers who typically don't consider Ford products. Mercury will have fewer models than in the past, but they will be lavished with more design attention inside and out.
"We've targeted a new audience with Mercury," said Kim Irwin, brand manager for Mercury. "The new Mariner is the first vehicle that really hits the new direction dead-on." story continued
Challenged to refocus the brand as part of its North American restructuring effort, Ford is reinventing Mercury as a niche marque designed to appeal to more women, minorities and shoppers who typically don't consider Ford products. Mercury will have fewer models than in the past, but they will be lavished with more design attention inside and out.
"We've targeted a new audience with Mercury," said Kim Irwin, brand manager for Mercury. "The new Mariner is the first vehicle that really hits the new direction dead-on." story continued
posted by anthony m, at Friday, October 06, 2006
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