Ford President of the Americas Mark Fields said during a meeting with U.S. auto dealers at the annual NADA convention – “The trend toward more fuel-efficient vehicles is very important, the trend toward (small) cars in general is coming back. We are responding to that.”

Along with new small car production at Ford / Mercury, it’s also been reported the American auto maker will gear vehicles towards hybrid and alternative energy sources, and focus more on diesel truck development.

Source: Finchannel

That’s right – looks like Ford/Mercury are holding a spot for the …umm, classic…Mercury Tracer. Mercury Tracer, first introduced in 1987, was a compact car sold by the Mercury division of Ford Motor Company. It was based on the platform of the Mazda 323, replacing the European-derived Mercury Lynx, and was Mercury’s version of the Ford Escort. Stay tuned for updates on the Return of Tracer and thanks to BlueOvalForums for the find!

We at Mercurypedia came across this great interview via Automotive News, on the dying of Lincoln-Mercury dealers. Since Ford’s dealership reduction efforts began in 2006, the number of stand-alone Lincoln-Mercury dealerships is down more than 42 percent. The biggest driver of the reduction has been the push for Lincoln-Mercury and Ford stores to merge in metro markets, something the automaker previously discouraged.

At the beginning of 2009, there were 357 Lincoln-Mercury stores in the United States, down from 619 three years prior. Ford CEO Alan Mulally talked about the future of Lincoln and the stand-alone Lincoln-Mercury dealership with Associate Publisher Peter Brown, Editor Jason Stein and Staff Reporter Amy Wilson.

The number of Mercury nameplates is shrinking. You’re pushing for more dual Ford-Lincoln-Mercury stores. What is your intention for stand-alone Lincoln Mercury dealerships? Is eliminating them part of the strategy?

Our focus is on a distribution network where they can be profitable. Many people really like the volume and the breadth of having Ford-Lincoln-Mercury together.

But is there enough for the stand-alone Lincoln Mercury dealers?

I think in the future you will see more and more dueling of the dealerships.

Will we eventually see the stand-alone Lincoln Mercury store go away?

I think we’ll see more Ford-Lincoln-Mercury dealerships.

Any tips for how the remaining stand-alones can stay in business and make a profit?

I think we’ll just see more Ford-Lincoln-Mercury dealerships.

But does that make sense in the metro areas?

I think we’ll see more Ford-Lincoln-Mercury dealerships.

Volvo will soon be sold. How do you create a credible luxury business with Lincoln when those dedicated Lincoln-Mercury dealerships are declining? What’s the plan for Lincoln?

Lincoln is a great brand. And many people believe we have the finest Lincoln family now that we’ve ever had. And we’re going to keep enhancing it. They’re not just rebadged Fords going forward. We really believe Lincoln has a great name in the United States and a lot of people believe it would be a good brand worldwide, too.

Is there a chance you could expand it globally?

Yeah, but our focus right now is to really make a compelling luxury United States Lincoln brand.

In the U.S., is the goal to compete head-to-head with Cadillac, with Lexus?

Lexus and Cadillac are two good brands.

Stand-alone Lincoln-Mercury dealers are worried about their brands declining as Lincolns and Mercurys become sales tools to sell Ford vehicles in dualed stores.

I’ll share a recent experience: I was driving a Lincoln MKS and visiting a stand-alone Ford store, and I was sitting in the car in front of the showroom for a few minutes. There was a salesman outside on the sidewalk right in front of this Lincoln MKS, and he starts talking it up to a customer, but then the punch line was: “Well, this is pretty much the same as the Taurus, the Taurus actually looks even better. I have the Taurus around the side, and it costs $10,000 less. Come look at the Taurus.”

That wasn’t a Ford-Lincoln-Mercury store, but that salesman saw that Lincoln and he jumped right on it to use it as a sales tool.

I understand. And the answer clearly is the brand promise. Maybe in the past, there hasn’t been as much differentiation between a Lincoln and a Ford. But clearly with what we’re doing going forward, that Lincoln product is going to be a more of a luxury brand promise. The whole bar’s moving up because the Ford vehicles are getting better and all the luxury brands are getting better.

But part of the brand promise is the experience at the dealership.

Most people that dual have an enhanced experience with the dealership, too, with the service. If you go to the ones that are really successful with that, they really provide the extra attention and care that the Lincoln buyers really expect and really value.

But you have to get them to buy the Lincolns first. And if the sales guy thinks it’s easier to sell him the Ford, you’re going to sell fewer Lincolns, won’t you?

I know your one example. But we’ve got a lot of people that are buying Lincolns, and they love Lincolns. The people that have dualed stores know they want to have an experience that fits the vehicle that they’re selling, so they’ll do it to be successful. They’ll have two different experiences.

Even within the same store?

Yeah, if you go to the stores that are doing it well, they really have an enhanced experience. A lot of stores are doing it very well. But it absolutely starts with the product itself. And I think that’s a neat thing that you’re capturing. It has to be a different brand promise. You just can’t have a warmed-over Ford and have a luxury brand called Lincoln, not in today’s environment.

Original piece: Auto News

Milan’s Hybrid drive is gas & electric. “As the most fuel-efficient midsize sedan in America, Milan Hybrid helps you go farther on a tank of gas – more than 700 miles on a tank of fuel in city driving. Milan Hybrid propulsion is supplied by a combination of two sources: a permanent magnet electric motor powered by an innovative nickel-metal hydride (NiMH) battery, and the next generation of the 2.5L Atkinson-Cycle I-4 Hybrid engine. The electric motor can propel Milan Hybrid up to 47 mph and combines with the gasoline engine when extra power is needed. Combined power rating is 191-net horsepower. The 2.5L Atkinson-cycle I-4 Hybrid engine features late intake valve closing (LIVC), as well as advancements in processor technology for seamless transitions from gas to electric mode.”

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Jill Suzanne Wagner was born in Winston-Salem, North Carolina. She was raised by her father, a former Marine, and attended/graduated North Carolina State University in 2001 with a bachelor’s degree in management. She entered acting/modeling around the turn of the century, appearing in Stuff magazine following her national debut in 2003 as a cast member on the MTV series Punk’d. Wagner ranked #90 on the Maxim Hot 100 Women of 2004. In January 2007, Wagner stated that she had been interviewed about the possibility of portraying Wonder Woman in the upcoming movie version, saying, “I met with the guys over at Silver pictures about some things and Wonder Woman was one of them.” Her filmography, listed below via Wikipedia, shows her short yet flourishing career in both TV and Film. But it’s the Mercury ads we are most interested in. Before Kate Walsh came along in her Cadillac CTS, Jill showed off the Mercury Mariner, Mercury Sable and all new Milan. Don’t know what we’re talking about? Check out some of her Mercury TV Spots below:

TV & Film:
* Junebug (2005)
* Shifted (2006)
* Splinter (2008)

* Punk’d (6 episodes, 2003)
* Quintuplets (1 episode, 2004)
* Monk (1 episode, 2004)
* Dr. Vegas (2 episodes, 2004)
* Blade: The Series (12 episodes, 2006)
* Stargate Atlantis (2 episodes, 2007-2008)
* Bones (1 episode, 2008)
* Wipeout (27 episodes, 2008-present)

Meet Rachel & Chariot – an 89 year old and her 1964 Mercury Comet. They’ve been together for over 540,000 miles! This is one of the most inspiring videos ever, in my opinion. Also surprising – had no idea the ‘64 Merc would have power steering or cruise control. Thanks to growingbolder.com for the clip!

Here’s an idea, to go along with our rebranding post. Why not bring back one of the most beloved Mercury vehicles of all time, the Cougar, based off a variant of the Ford Mustang Concept. With the success of so many Mustang vehicles (Base model, GT, GT500, etc.) it would be a since to grab attention with a new Mercury Cougar concept. The car, whether it was mass produced or just a 1000-run collectors item, wold bring nothing but positive attention to Mercury – which they could REALLY use right now. What do you think?

During the 1990’s and early 2000’s Mercury hit a successful bump in minivan sales with their Villager vehicle. Take something like the Transit Connect, where you can have a family van, work truck or even taxi cab, and Mercury could really come into it’s own again – not leaving it up to another version of the Mariner. I guess the point here is if you’re going to keep Merc a rebranded Ford company, give them a few models that will garner attention.

Some of the stipulations of this bill making it so hard to get cash for your old ride include:
The car being traded in must get less than 18 mpg.
$3,500 – $4,500 to put down on a new car isn’t that much.
People who own ten-year old “clunkers” are not looking to get a new car (usually).

With that stated, it doesn’t seem like Cash for Clunkers will amount to much cash for anyone, except those in an administrative position in Washington (or as we say in Philadelphia: Warshington). So, how does your beater Mercury rank? Let’s start with my old Topaz, which died on the streets of South Philly in 2005. (specs from www.fueleconomy.gov)

1994 Mercury Topaz V6

Specs/Cash4clunkers rating:
6 cyl, 3.0 L, Automatic 3-spd, (FFS), Regular – 18 city 22 highway
Cash4clunkers: $0

Hmm…no good, guess it was ok to donate it to the Salvation Army. Now how about a 1990 model.

1990 Mercury Cougar

Specs/Cash4clunkers rating:
6 cyl, 3.8 L, Automatic 4-spd, (FFS) (S-CHARGE), Premium – 15 city 21 highway
Cash4clunkers: approx $3500-4000

Not bad. For one last shot we’ll go to a larger, older vehicle and rate a station wagon.

1986 Mercury Sable Wagon

Specs/Cash4clunkers rating:
6 cyl, 3.0 L, Automatic 4-spd, (FFS), Regular – 16 city 24 highway
Cash4clunkers: approx $3500

Basically, if you own a late 80’s Mercury you’ll probably get a few grand when a trade in happens, thanks to Uncle Sam. But if you have something built after 1992, you’re probably screwed.