When FoMoCo killed off Mercury in June 2010, it said that it will allocate the brand’s financial, product development, production and marketing, sales and service resources towards growing its luxury Lincoln brand. Well, it seems that’s exactly what FoMoCo is doing.
The head of the Lincoln National Dealer Council said that it will funnel all of the discontinued Mercury brand’s advertising budget into Lincoln, funding the brand’s new marketing blitz.
“You’ll see a lot stronger presence in the advertising of Lincoln in 2011,” Bob Tasca Jr., chairman of the dealer council, told Automotive News. “We’ve got some pretty good products now. We just need to talk about them more.”
Lincoln is preparing the way for seven new or significantly refreshed vehicles to be launched in the next four years. For now advertising is expected to focus on the 2011 Lincoln MKX, MKZ and the MKZ Hybrid.
– By: Omar Rana
Source: Automotive News (Subscription Required)