(autoinsidernews) - With Ford's recent announcement that it wasn't dropping any brands, Mercury escaped the fate many have been expecting for years. The brand needs to start delivering, and Mercury's refreshed lineup and 20 percent boost in ad dollars is expected to help, reports Trend.
When Ford Motor created its original Way Forward restructuring plan, axing Mercury was considered. I was part of the Way Forward team that decided whether to keep the brand or not, says Mercury Brand Manager Kim Irwin. But the group decided with the right product and money to advertise it Mercury could succeed.
This is do or die,' said Irwin. The pressure is on me big time.
Part of Mercury's advertising plan is to promote the vehicle to a wider demographic including more Hispanic, female and black buyers. In May, Mercury sponsored the eighth annual Miami Fashion Week, and will also sponsor the Latino film festival in Miami.
Mercury vehicle plans include focusing on interiors, with rich leather, suede and trendy colors. Since Mercury and Ford vehicles share platforms, powertrains and sheet metal, Mercury's emphasis on interiors does not require a serious investment. Mercury will also introduce a limited-edition series called Voga, Spanish for vogue. The Voga models will include the latest trends in exterior colors and interior materials.