Blue Oval Connect Newswire: June 2, 2010
Ford Motor Company
Lincoln and Mercury Announcements
A Message from Mark Fields, President of the Americas
Today marks another important milestone in our company's transformation as we solidify plans to further grow our Ford brand while accelerating Lincoln.
We are announcing today plans to introduce seven new or significantly refreshed Lincoln vehicles in the next four years, including Lincoln's first-ever C-segment vehicle.
We also are announcing that we will end production of Mercury vehicles in the fourth quarter of this year. While Mercury served us well in the past, it now is time to fully devote our resources and attention to growing Lincoln, just as we have been doing so successfully with the Ford brand.
We are meeting today with our dealers, the news media and other key stakeholders to ensure everyone understands our plan. It is equally important that each of us becomes familiar with the details of this announcement. Visit @Ford Online for more details.
Ford to Expand Lincoln Lineup and Brand Emphasis;
Mercury Production Ends in Fourth Quarter of 2010
Click here to read the full release on @Ford Online.
- Ford is expanding its Lincoln lineup with seven all-new or significantly refreshed vehicles in the next four years – including its first-ever C-segment vehicle
- Lincoln’s plan accelerates with more investment and attention on standout product design, class-leading technology and powertrains delivering top performance and fuel efficiency
- Lincoln product development, marketing, sales and service resources expanding as the brand aims to compete with Cadillac and Lexus in the marketplace
- Ford will end production of Mercury vehicles in the fourth quarter of this year to fully devote its financial, product development, production and marketing, sales and service resources toward further growing its core Ford brand while enhancing Lincoln
- Existing Mercury owners to receive continued access to parts and service support at Ford and Lincoln dealers; current Mercury warranties and Extended Service Plans will be honored; special offers available on new Mercury vehicles through the summer
- Affected dealers to receive specialized support during the transition, as the company continues its transformation to a more profitable dealer network
Mark Fields shares more insight on today’s news in this video on @Ford Online. Here is one question and answer from that interview.
Q: How does this support our ONE Ford plan?
A: This is really the continued evolution of us executing our ONE Ford strategy. It all starts with us being very consistent and very devoted to having world-class products come into the market place from either Ford or Lincoln. Also, staying focused on our four product pillars of Quality, Green, Safe and Smart. It’s just the next step in the ONE Ford plan and the next step in profitably growing our business and bringing satisfied customers along the way.
Click here to watch the video.
Lincoln and Mercury Announcements – Additional Information
Q: Why did we say last week that our plans for Mercury had not changed?
A: We had not made any final decisions. The decision was made by the board this week. The decision was an outcome of the extensive business and product plan review we conduct each spring as part of our cycle plan process. We determined we should fully devote our resources to continuing to grow the Ford brand and accelerate Lincoln.
Q: Did we think about selling Mercury instead of discontinuing?
A: We believe the best business decision is to discontinue Mercury rather then trying to sell the brand. We expect that the majority of Mercury volume will be replaced by Ford and Lincoln sales.
Q: When will the last new Mercury vehicles be sold at dealerships?
A: We expect that the vast majority of dealership won’t sell new Mercury vehicles beyond the end of 2010.
To read the full article, click here.
- Favorable opinion of the Ford brand is up 17 percent (1Q 2009 vs. 1Q 2010)
- Ford brand sales are up 34 percent through May
- Resale value is improved 23 percent year-over-year, outpacing the industry by 4 points
- Ford market share was up 1 point in 2009 and 2.2 points through April
- Ford Motor Company now has the highest customer satisfaction with vehicle quality among all major automakers
- Lincoln is expanding its brand lineup with seven all-new or significantly refreshed vehicles in the next four years, including its first-ever C-segment vehicle.
- Lincoln has started gaining traction with customers, as evidenced by market share gains over the past five years. Lincoln's retail U.S. luxury vehicle market share has grown from 4.5 percent in 2005 to 6.3 percent through the first quarter of 2010.
- The new Lincoln MKZ Hybrid is expected to be the most fuel-efficient luxury sedan in America.
- Mercury originally was created in 1938 as a premium offering to Ford
- Mercury accounts for 0.8 percent of Ford's overall 16-percent U.S. market share
- Today, Mercury's customer profile, pricing and margins are almost identical to Ford, while Mercury's incremental sales have been declining.
- Ford vehicles are the top cross-shopped vehicles for all Mercury products.
- The majority of current Mercury sales are to fleet buyers and customer purchasing through employee, retiree and family and friends discounts.
Click here to view historical Mercury sales and share information on @Ford Online.
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FCN News Team:
Publisher: Sara Tatchio
Associate Publisher: Susan Krusel
Managing Editor: Jenn Corney, Terra Donnelly
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