Not long ago here on Autoblog we wondered, what exactly is the point of the Mercury brand? As it turns out, dealers have nearly the same question, and they aren't getting any clear, compelling answers. At the Chicago Auto Show, Ford's Group Vice President Jim Farley said "Its role is changing, but we're not going to compromise Mercury." Around the Detroit Auto Show, CEO Alan Mulally said Ford remains committed to Mercury. Of course, Mulally also said Jaguar was part of The Way Forward -- no one knew that he meant it was the way forward for Tata.

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Ford’s Mercury brand is in dire straits. An ageing fleet, dying sales and lack of image is causing the Blue Oval’s middle brand to slowly wither away. However Ford seems defiant that the brand will survive, but fails to mention how it will manage to do so. Jim Farley, vice president of FoMoCo, said at the Chicago Auto Show recently, “its role is changing, but we’re not going to compromise Mercury.” However he also stated, “No doubt Lincoln and polishing up the Blue Oval is absolutely our priority.”

According to Bloomberg News, CEO Allan Mulally has been quoted saying that while Ford is committed to Mercury the company is studying exactly “what we want to do with all our brands.” It seems obvious that Lincoln is much more a priority to Ford right now, especially as its sales grew 9.1% last year in comparison to Mercury’s sales decline of 6.9%. Some industry experts describe Mercury as a ‘franchise on life support’ and believe that the brand could face the axe within four years, sighting the main reason being that Mercury cars have simply been rebadged Ford models for too long.

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I would take the Honda CR-V over this. The fully loaded CR-V, including a reverse camera, stickers for more than $1,000 less, has a nicer interior and drives better. Sure, this Mariner gets a V6, but even that isn’t great. It’s buzzy and doesn’t provide the kick you’d expect...

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New inside and out, the 2008 Mercury Mariner offers more standard safety features, including Safety Canopy side curtain air bags and AdvanceTrac with roll-stability control system. The ‘08 Mariner's all-new sheet metal includes significant design changes to the front/rear fascias, liftgate, headlamps and tail lamps, a raised beltline, new hood and B-pillar blackout molding. Available in two arrays: Mariner, and Mariner Premier, both are available with standard 2-wheel or optional 4-wheel configuration. Customers can choose from 3-engines: 153 horsepower, 2.3-liter 4-cylinder, 3.0-liter V-6 or 2.3-liter 4-cylinder Atkinson Cycle hybrid engine.



Also new for this year, the Mariner Hybrid will be available for the first time in a FWD package, and on the gas models, a touchscreen navigation system is available. Even with more content, the ’08 Mariner base MSRPs will average $1,300 less than 2007 models. Inside the new Mariner, Satin Pewter finishes and chrome accents give an upscale look. There are new seats, door trim panels, A- and B-pillar trims, center console and a new floor-mounted shifter.

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Built in Louisville, Kentucky, the 2007 Mercury Mountaineer midsize sport-utility vehicle is available in two models – Mountaineer and Mountaineer Premier. Both can be ordered with either 4x2 or all-wheel drive. The Mountaineer comes standard with a revised 4.0-liter V-6 and a 5-speed automatic, while the Premier offers a choice of the V-6 or a 292 horsepower, 4.6-liter V-8 mated to a 6-speed automatic gearbox. Mountaineer’s remodeled 7-passenger interior features an available power-folding 3rd-row seat that provides an absolutely flat load floor for 84.7 cubic feet of cargo room. Front fascia, rectangular fog lamps, satin-aluminum accents, and clear taillights show a subtle evolution of Mercury's design. An all-wheel drive system is optional and includes Ford's AdvanceTrac traction control system with Roll Stability Control. Mountaineer's innovation continues with Mercury-first DVD-based navigation system and power-deployable side running boards.

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Built in Chicago, the Montego provides a modern move-up, full-size sedan within the Mercury lineup. Heading into its 3rd model year, the 2007 models offers distinctive exterior design; contemporary, roomy interior; and available features such as all-wheel drive responsive handling. Offered in Base and Premier 5-passenger trim levels, the ’07 Montego now comes with standard equipped seat-mounted side air bags, and traction control. New options include SIRIUS satellite radio and 18-inch, 8-spoke, chrome-clad rims. The Montego’s Volvo-inspired platform provides stability, a quiet ride and responsive handling. Strong performance comes from the 203 horsepower, 3.0-liter V-6 engine teamed with a premium 6-speed automatic transmission on front-wheel-drive models. All-wheel drive versions use a continuously variable transmission (CVT). Montego’s remarkable 21.2-cubic-foot trunk is nearly 50 percent larger than that of most competitors.

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Since its introduction in 2005 as a 2006 model, the Mercury Milan has helped bring new energy and new customers to the Mercury showroom. For 2007, the Milan makes fold-down passenger seat standard, as well as anti-lock brakes, and the safety and security package stock equipped on all models. Aimed squarely at Generation X customers, the Milan midsize sedan is Mercury’s entry point vehicle. Standard 4-cylinder delivers 160 horsepower, and can be paired with a 5-speed manual or a 5-speed automatic. For even more power, the 3.0-liter V-6 produces 221 horses and is linked with an advanced 6-speed automatic transaxle. Traction control is now standard on V-6 models. At all four corners, Milan is equipped with large power disc brakes tuned for precise stops. In addition to carrying 5-people in comfort, Milan has easy-to-use and flexible 15.8-cubic-foot trunk that boasts a flat load floor and low liftover height.

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Two years ago, the Mariner became Mercury’s entry-level sport utility, and for 2007 there are only minor enhancements. The compact SUV is available in 3-trim levels: Convenience, Luxury and Premier. Engine choices include a 2.3-liter, Duratec 4-cylinder, and an optional 3.0-liter, Duratec V-6. Both power plants come with a standard 4-speed automatic transaxle, and Mariner can be ordered with front-wheel or 4-wheel drive arrangement. An available Moon and Tune Package for ’07 combines some of the most popular Mariner features, plus, a side-impact air bag package is now standard on Premier models, as is the Reverse Sensing System. With rear seat folded, the Mariner provides 66.4 cubic foot of cargo room, and the tailored 5-passenger interior is highlighted with wood-grain, satin-aluminum and chrome accents.

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Two years ago, the Mariner became Mercury’s entry-level sport utility, and for 2007 there are only minor enhancements. The compact SUV is available in 3-trim levels: Convenience, Luxury and Premier. Engine choices include a 2.3-liter, Duratec 4-cylinder, and an optional 3.0-liter, Duratec V-6. Both power plants come with a standard 4-speed automatic transaxle, and Mariner can be ordered with front-wheel or 4-wheel drive arrangement. An available Moon and Tune Package for ’07 combines some of the most popular Mariner features, plus, a side-impact air bag package is now standard on Premier models, as is the Reverse Sensing System. With rear seat folded, the Mariner provides 66.4 cubic foot of cargo room, and the tailored 5-passenger interior is highlighted with wood-grain, satin-aluminum and chrome accents.

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Improvements for the 2007 Mercury Grand Marquis include a simplified lineup of two trim levels — GS and LS — that are comprehensively equipped, as well as a sophisticated Palm Beach Edition package. The Palm Beach Edition includes side-impact air bags, luxury upgrades and new exterior color treatments, including three two-tone offerings. All of the 6-passenger Grand Marquis 4-door sedans offer a spacious trunk that holds 20.6 cubic feet of luggage...more click on heading

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The Mercury Mariner, based on the Ford Escape, debuted as a 2005 model and was hailed for its responsive handling, smooth road manners and available V6 engine. For 2006, the Mariner continues relatively unchanged except for a new exterior color, interior color, several equipment additions and, the big news, a Mariner Hybrid model for buyers interested in an SUV with better fuel economy and reduced emissions. Mariner comes standard with front-wheel drive (2WD) and a four-cylinder engine mated to a four-speed automatic transmission. It's easily and affordably upgraded with all-wheel drive (4WD) for stable traction in the snow and a powerful V6 for more responsive performance. The 2006 Mariner Hybrid, with the same gasoline/electric powertrain that was first offered in the 2005 Ford Escape Hybrid, comes only with all-wheel-drive and a Continuously Variable Transmission (CVT). The 2006 Mercury Mariner continues unchanged on the outside, its slick and clean design accented by Mercury's avant-garde styling cues. Inside is a pleasant and calming cabin with room enough for the kind of stuff people who are moving up from the Milan sedan or retreating from the more truck-like Mountaineer need to haul around ......

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The 2006 Mercury Milan is a new midsize sedan, and it's the best car Mercury has had for many years. Designed to compete with the Toyota Camry and other midsize family cars, the Milan is based on the superb Mazda 6 platform. It's smaller than the Montego and will be Mercury's entry-level car from now on. It shares much in common with the new Ford Fusion.
This Mercury has that "just right" look about it, and it's about time. It's one of the most stylish, contemporary Mercury sedans since the first one showed up in 1939. Perhaps it's not as adventurous in design as the 1957 Turnpike Cruiser with its cantilevered roof and power rear window. But the new Milan is able to swallow and nestle at least four normal Americans inside, with more room here and there on the spec sheet than some very expensive cars. The interior is inviting and comfortable, the materials are very good, it's easy to use, and the detailing is better than average. We liked the contrast stitching in the seats. Fold-down rear seats add an extra measure of space and utility. The Milan is available with four-cylinder and V6 engines. The V6 gets an EPA-rated 29 mpg on the highway and comes with a six-speed automatic transmission, a rarity in this class, that gives both better acceleration and better fuel economy than a five-speed automatic.

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The Mercury Mountaineer has been updated for 2006 and much of what's new is promising. The revised and redesigned frame and suspension of the 2006 models bode well for improved ride and handling. A new, more powerful V8 and an even newer, six-speed automatic boldly suggest quicker response and smoother cruising. A heavily reworked interior ought to mean advanced user-friendliness. One element that hasn't changed much is the exterior styling. This could be good, too, as it ensures retained value in new Mountaineers as well as those already on the road. Though attractive, the styling is not terribly exciting, however, tending more toward country-club sleek than off-road robust. And after four years, what once looked fresh and new doesn't any more. Minor tweaks here and there let cognoscenti distinguish last year's from this year's but the differences will slip right by most folks on Main Street, U.S.A. The Mercury Mountaineer is, of course, a higher-end, paternal twin of the Ford Explorer. This is both good and bad. Overall, the Explorer is a superb product, but some of what isn't executed so well in the Ford version is shared with the pricier Mercury ......

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The Mercury Monterey is essentially a Ford Freestar with a higher level of equipment and some Mercury styling cues. The Monterey offers luxury touches such as a dual climate control system, wood-and-leather steering wheel with built-in cruise and audio controls, and power adjustable pedals. Safety is its strong suit, with both active handling safeguards and comprehensive passive passenger protection. Its third-row seat folds flat into the floor, offering lots of cargo space for a family of four, and it can carry up to seven. On the road, the Monterey is smooth and quiet with responsive steering and handling. Parking is made easier by its front and rear park-assist system. The Monterey comes with a big 4.2-liter V6 that packs a lot of torque, giving it good performance. It's rated to pull trailers of up to 3,500 pounds when equipped with the optional Class II towing package .... 

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The Mercury Montego is a big sedan with a roomy, luxurious cabin, premium features and trim, and a smooth, comfortable ride. While technically a midsize car, it's on the large side of that scale and boasts a a high seating position and lots of legroom for both front and rear passengers. The Montego is powered by a 203-hp V6. Front-wheel drive is standard. All-wheel drive is available for improved traction and handling in adverse conditions. The Montego was carefully engineered to protect occupants in the event of an accident. Safety engineers from Volvo worked directly on the Montego, drawing on the Swedish automaker's 50 years of advanced safety engineering. The Montego offers one of the roomiest interiors in its class. Inspired by the ubiquitous sport utility vehicle, the Montego gives the driver a relatively high seating position and, consequently, excellent outward vision .....

 

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