Today, it's clear that yesterday's marketing philosophy has Mercury firmly back in its grip for the foreseeable future. That's how Lincoln-Mercury President Darryl Hazel is able to assert that his "more new products, faster," business strategy is working. Witness the debut of the swanky new 2006 Mercury Milan, a handsome sedan with a sound foundation that splits the already narrow difference between a Ford Fusion and Lincoln Zephyr in an effort to "attract younger buyers, and many women, who might otherwise buy European or Asian brands," according to Phil Martens, Ford Group vice president of product creation.
Actually, that's an overstatement. The Milan's styling differences go beyond the grille. Unique fascias, a different decklid, and modified LED tail lamps set the Milan apart from the Ford Fusion. Plus, the Milan rides on multi-spoked 17-inch alloy wheels, and the outside mirrors are heated. Inside, there are subtle interior upgrades such as a standard power driver's seat and optional two-tone leather upholstery to give the Mercury a more luxurious cabin.
Indeed, when selecting a new midsize sedan from Ford Motor Company, all you need to do is decide how much you want to spend and which styling cues you prefer. Yet, with an all-wheel-drive option arriving for 2007 and a planned hybrid version slated for 2008, the future of the new Mercury Milan appears to be bright and shiny. Like the satin-silver trim that decorates it inside and out.
Photos courtesy of Ford Motor Company