| The Ford Motor Company, along with rival | | | | Ford models therefore its brand identity has |
| General Motors, has been going through a time | | | | been diluted. It is time for Ford to help |
| of severe testing due to concerns about | | | | Mercury come up with a clearer "personality" |
| product quality and relevancy, profits, and | | | | and a line of vehicles that are inspiring, |
| long term viability. The net result is that | | | | not boring. A good start would be to develop |
| Ford is planning on closing numerous plants | | | | a car all Mercury's own, such as a retro |
| and will lay off as many as 30,000 employees, | | | | Cougar coupe. |
| a historic cutback that may only be the tip | | | | |
| of the iceberg. Is Ford finished or will the | | | | Lincoln -- There was a day when Lincoln and |
| company be able to regain strength and | | | | Cadillac battled for preeminence for sales |
| compete successfully in the years ahead? | | | | leadership in the American luxury car |
| | | | category. Lincoln long ago ceded the fight to |
| Ford has certainly taken its lumps and for | | | | Cadillac, a GM division with new and exciting |
| good reason. Profits in the North American | | | | products. Currently, Cadillac outsells |
| market are nonexistent with losses actually | | | | Lincoln by more than 2 to 1 and does battle |
| in the multibillion dollar range. Despite the | | | | with the likes of Lexus, BMW, and Mercedes. |
| red ink, all is not lost for the "blue oval" | | | | For Lincoln, a new Town Car is needed plus a |
| as the company remains very profitable | | | | decision must be made regarding just how much |
| overseas. In addition, its three U.S. | | | | the division should rely on trucks and SUVs |
| divisions have much to offer if some serious | | | | to identify the brand. Currently, Lincoln |
| changes are incorporated. Here are my | | | | line up includes more truck models than cars. |
| suggestions for change: | | | | Reviving a historic model, such as the |
| | | | Continental, could be a smart choice and |
| Ford -- The strongest division for the | | | | putting some money into the LS is another. |
| automaker is the one that bears its name. | | | | Curiously, the make is changing the name of |
| Ford's strength is in its line of pick up | | | | its newest model, the Zephyr, to the MKZ |
| trucks and SUVs. Select car models including | | | | after only one model year. |
| the Mustang and Fusion are also strong | | | | |
| sellers. Ford's weakness can be found with | | | | Ford is floundering and it is particularly |
| its small car line, the Focus, and with dated | | | | noticeable in two divisions, Mercury and |
| models including the Crown Victoria. Better | | | | Lincoln. Its Mazda connection, which has |
| for Ford to scrap their small car lines | | | | yielded several models including the Escape |
| altogether and import cars from Mexico or | | | | and Fusion, has been a success. Tapping its |
| overseas. In addition, the company should | | | | Volvo association to help with larger cars |
| concentrate on overhauling the Crown Victoria | | | | and with engineering would be wise and Ford |
| and introducing an all new Ranger compact | | | | should work closer with its Jaguar division |
| pick up truck. Finally, Ford is getting out | | | | to produce additional vehicle lines. The |
| of the minivan business as crossover | | | | current LS, derived from the Jaguar "S Type" |
| vehicles, such as the all new Edge, will | | | | is an example of an earlier collaboration |
| replace that category. This latter retreat is | | | | that wasn't utilized to its fullest extent. |
| wise as the category is saturated and the | | | | |
| expense of developing a successful new | | | | All hope isn't lost for Ford, but the |
| minivan can be diverted to concentrate on | | | | company's image has been tarnished. The seed |
| shoring up other product lines. | | | | of greatness remains, but the company must |
| | | | act quickly in order to regain consumer |
| Mercury -- Many have been predicting that | | | | confidence and stop the ever deepening |
| Ford would scrap its Mercury division | | | | erosion of its sales base to foreign makes. |
| altogether. However, among the many | | | | |
| management decisions announced recently | | | | Copyright 2006 - Matt Keegan is The Auto |
| indicate that Mercury will stay. Together | | | | Writer covering new cars, the classics, auto |
| with Lincoln, the two brands are weak and are | | | | parts and accessories, insurance, and more. |
| in need of much assistance. Mercury cars for | | | | Matt suggests you find great performance auto |
| decades have been nothing more than reworked | | | | parts for less by shopping online today. |