One of FoMoCo’s main reasons to kill the Mercury brand was so it focus its resources on expanding Lincoln and further differentiating it from the Ford brand. Executives have promised dealers new products and a new ‘point of view’ for Lincoln.

Besides planning on fewer Lincoln dealerships in major metro areas, FoMoCo has promised Lincoln seven new or improved vehicles within the next four years.

With Mercury to be completely discontinued by the end of 2010, Ford’s group vice president of global marketing, Jim Farley says that the company is applying “100 percent” of its focus on Lincoln design and customer service in order to win younger customers.

“It’s not about scale right now, it’s about getting it right,” Farley said. “The next set of products is about getting it right for the customer.”

- By: Stephen Calogera

Source: Automotive News (Subscription Required)