Comments on: Lincoln to hit Weight Watchers. Unsurprisingly, Mercury dragged along for the ride. http://downsideupdesign.com/2009/07/28/lincoln-to-hit-weight-watchers-unsurprisingly-mercury-dragged-along-for-the-ride/ Musings of an Aussie design strategist, trend analyst and journalist Tue, 07 Feb 2012 15:17:34 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: drewpasmith http://downsideupdesign.com/2009/07/28/lincoln-to-hit-weight-watchers-unsurprisingly-mercury-dragged-along-for-the-ride/comment-page-1/#comment-155 drewpasmith Mon, 03 Aug 2009 04:50:15 +0000 http://downsideupdesign.wordpress.com/?p=1214#comment-155 Of course, Max, money is always the sticking point and it's something that Ford is clearly short of at the moment, so I understand your concern here! The question is, if Ford has no money to spend on turning Mercury around and revitalising the brand, should it continue to fund such a woefully ill-defined, under-performing brand? I'd tend to argue that continuing indecision on Ford's behalf will only drain their resources further and detract from their stronger brands. In short, do the job properly or don't do it at all... Of course, Max, money is always the sticking point and it’s something that Ford is clearly short of at the moment, so I understand your concern here!

The question is, if Ford has no money to spend on turning Mercury around and revitalising the brand, should it continue to fund such a woefully ill-defined, under-performing brand? I’d tend to argue that continuing indecision on Ford’s behalf will only drain their resources further and detract from their stronger brands. In short, do the job properly or don’t do it at all…

]]> By: Massimo http://downsideupdesign.com/2009/07/28/lincoln-to-hit-weight-watchers-unsurprisingly-mercury-dragged-along-for-the-ride/comment-page-1/#comment-154 Massimo Mon, 03 Aug 2009 04:40:34 +0000 http://downsideupdesign.wordpress.com/?p=1214#comment-154 Hi guys, possible scenario, but where are the money?... Mini, Scion, Lexus, they all been input with huge money to make them profitable and successfull. Working with Lexus product planning i can say is all rather then cheap to do these activities. Hi guys, possible scenario, but where are the money?…

Mini, Scion, Lexus, they all been input with huge money to make them profitable and successfull.

Working with Lexus product planning i can say is all rather then cheap to do these activities.

]]> By: The Face http://downsideupdesign.com/2009/07/28/lincoln-to-hit-weight-watchers-unsurprisingly-mercury-dragged-along-for-the-ride/comment-page-1/#comment-153 The Face Wed, 29 Jul 2009 22:38:28 +0000 http://downsideupdesign.wordpress.com/?p=1214#comment-153 Yep - Mercury could establish a 'new' EU-centric brand in the premium compact segment. Not without risk, of course, but that niche is there for the taking..MINI is the holy-grail for the OEMs eyeing the premium market, but then they had the luxury of a rich vein of heritage (i hate that word) to mine. And the mini history is, of course, as the original urban transport. I'm fascinated to see what Lexus creates with their rumoured A/B-segment car. They're the closest thing to a 'new brand' that has succeeded, and they have excellent small-car-customisation form with the Scion brand in the USA. Interesting times! Yep – Mercury could establish a ‘new’ EU-centric brand in the premium compact segment. Not without risk, of course, but that niche is there for the taking..MINI is the holy-grail for the OEMs eyeing the premium market, but then they had the luxury of a rich vein of heritage (i hate that word) to mine. And the mini history is, of course, as the original urban transport. I’m fascinated to see what Lexus creates with their rumoured A/B-segment car. They’re the closest thing to a ‘new brand’ that has succeeded, and they have excellent small-car-customisation form with the Scion brand in the USA. Interesting times!

]]> By: drewpasmith http://downsideupdesign.com/2009/07/28/lincoln-to-hit-weight-watchers-unsurprisingly-mercury-dragged-along-for-the-ride/comment-page-1/#comment-152 drewpasmith Wed, 29 Jul 2009 11:15:58 +0000 http://downsideupdesign.wordpress.com/?p=1214#comment-152 Hey Ed, always great to have your input here. Cross-pollination for the C Concept would seem to be a dead cert if only there wasn't the question of how to brand it. Granted, Lincoln doesn't have EU-side premium stature, but could you really brand it as a Ford? Small premium is a segment that's only going to grow and Linc is the only "premium" brand Ford has left. As far as Mercury is concerned, perhaps it's status as an unknown quantity in Europe could work in its favour in that you could establish an amazing brand experience from scratch. It will be interesting to watch Toyota and how they will develop the Prius brand either as it currently stands as a model name, or through the establishment of a new Prius brand. It would be nice to see Ford steal the thunder for once though, wouldn't it? ;) Hey Ed, always great to have your input here.

Cross-pollination for the C Concept would seem to be a dead cert if only there wasn’t the question of how to brand it. Granted, Lincoln doesn’t have EU-side premium stature, but could you really brand it as a Ford? Small premium is a segment that’s only going to grow and Linc is the only “premium” brand Ford has left.

As far as Mercury is concerned, perhaps it’s status as an unknown quantity in Europe could work in its favour in that you could establish an amazing brand experience from scratch. It will be interesting to watch Toyota and how they will develop the Prius brand either as it currently stands as a model name, or through the establishment of a new Prius brand.

It would be nice to see Ford steal the thunder for once though, wouldn’t it? ;)

]]> By: The Face http://downsideupdesign.com/2009/07/28/lincoln-to-hit-weight-watchers-unsurprisingly-mercury-dragged-along-for-the-ride/comment-page-1/#comment-151 The Face Tue, 28 Jul 2009 23:34:57 +0000 http://downsideupdesign.wordpress.com/?p=1214#comment-151 Interesting scenario..I think the premise might have legs Stateside. I'm not sure how the Mercury/Lincoln brand holds up in the rest-of-the-world marketplace though. The sustainability ticket is big, and only going to grow, but the companies at the forefront of the growth (lets say Toyota and VW..) have some providence here, while Ford is attempting to push econetic. Talking to David Woodhouse about the C-Concept suggests there's definitely some scope for future cross-pollinisation of ideas from NA to EU so watch this space.. Interesting scenario..I think the premise might have legs Stateside. I’m not sure how the Mercury/Lincoln brand holds up in the rest-of-the-world marketplace though. The sustainability ticket is big, and only going to grow, but the companies at the forefront of the growth (lets say Toyota and VW..) have some providence here, while Ford is attempting to push econetic. Talking to David Woodhouse about the C-Concept suggests there’s definitely some scope for future cross-pollinisation of ideas from NA to EU so watch this space..

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