Ford is unveiling a new high end trim level at the South Florida Auto Show– in a Mercury. Wait; isn't that kind of upmarket action Lincoln's purview? Not according to the report in The Detroit News. The "VOGA" trim level is set to debut on the Mariner early next year, and move on to other models from there. No, we're not kidding about the name. Despite being an obvious homonym for "vulgar" (at least in Massachusetts), "voga" means "vogue" in Italian. Anyway, according to Ford's NA design chief Peter Horbury, VOGA is "for people who really do care about style." Since the former "Man's Car" is now selling primarily to women, Mercury's going all out[ish] with "fashion-inspired trim." It has "a unique color scheme, embroidered leather and … subtle clues … designed to convey a greater sense of style." When the bar is low, "greater than" is a slam dunk. Just sayin'.
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Lets seperate the Mercury brand which is in nowhere-land form the actual execution inside some of their recent vehicles. I don’t think the bar is so low in the current Milan nor the Mariner—not bad places to be when behind the wheel and certainly competitive in their respective segments.
Now…on to the brand seperation from Lincoln. The upcoming LA Auto show will tell us alot about where Lincoln is heading when they introduce the new MKS production version (or very close to). Stay tuned.
Presumably not in the Grand Marquis.
When you won’t pay for unique sheet metal, lay on the cosmetics and keep your fingers crossed.
Too bad Bill Blass and Versace aren’t around to see this!
It’s not a bad idea if priced right, but I rarely see any Mercury vehicles except the Grand Marquis so what’s the point. You would think whatever incremental profit or sales they are expecting would be better maximized with Lincoln.
Grand Marquis has had a similar package the last two years – “Palm Beach Edition”.
Unique suede leather seats, special interior trim rather than woodgrain, etc. – only it is not aimed towards women and effeminant men.
Alas, what would Steve McGarrett of Hawaii 5-0 say about his Mercury of today?
Taxman100:
“Alas, what would Steve McGarrett of Hawaii 5-0 say about his Mercury of today?”
I laughed at this one….I’m afraid McGarret would be crying !
Book ’em, Jill Wagner.
I love this quote:
“It’s not a huge investment. It doesn’t cost us a lot. (But) Mercury is bringing in so many new customers that would never go near a Ford dealership,” said Peter Horbury, Ford’s North American design chief. “It’s for people who really do care about style. VOGA takes it a step further.”
Really? Mercury is bringing in SO MANY new customers that would never go near a Ford dealer…Really?????
tcwarnke: Really? Mercury is bringing in SO MANY new customers that would never go near a Ford dealer…Really????? Sure thing! They're lining up to buy them. Why, in October alone, Mercury sold a whopping six new vehicles per dealership!
And I betcha most of those six are brand loyal and/or lease returns. And most of those six are Grand Marquis.
I expect the Mariner Hybrid is bringing in outsiders who hear about it on the Internet. Other than that, you gotta be kidding me.
tcwarnke:
Really? Mercury is bringing in SO MANY new customers that would never go near a Ford dealer…Really?????
Is there really anyone left who doesn’t know a Mercury is just a tarted-up Ford?
I can understand some people not realizing Saturn is part of the GM orbit, but Mercury not being a Ford product?!?
That’s a bit pathetic…