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July 9, 2007

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Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report

This shot of a crossover may look familiar, but chances are you’ve never seen this particular Mercury model on the road. The vehicle, never named, was a proposed Mercury version of today’s Ford Taurus S (nee Freestyle). Mercury planned to introduce the vehicle as a 2008 model earlier this year, but abruptly dropped the project when the Sable was discontinued last year.

Finding this sequence tough to follow? That’s no surprise, given the name changes Ford has thrown us recently. You have the one-year life span of the Lincoln Zephyr—now the Lincoln MKX—as a prime example of the company’s addiction to name erasing. Remember Sable? Or Thunderbird? The original Taurus? The Five Hundred, Windstar and Freestar?

Now, with the premature death of the Mercury crossover pictured above and at right, the company has gone to new lengths in its name-change rampage—killing a whole vehicle before it even got a moniker. —Jim Dunne

Reader Comments
6. RE: Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report
i agree with comment number4 above make this dfferent, better shocks and suspension and better seats and bring back the nice gray material for leather and cloth.please keep good stong names the ones that made ford,not these 500 freestyle,etc.

5. RE: Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report
This does not surprise me. When Ford made such a big deal over the "last Taurus to roll off the assembly line" I knew something was up. Lo and behold, at the Auto Show less than 1 month later I see 2 Ford 500's but 1 had the "Taurus" lable on it. They've been conducting these name games for years - does anyone remember the LTD-II/Thurderbird's of the mid '70's?

4. RE: Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report
Ford has badge engineered so many other vehicles in their stable, they should go ahead with a 'Sable X' version of the Freestyle/Taurus X. Ford should move Mercury a tad more uptown (plusher and more visual differance), to better compete with Buick and Chrysler. Then target the female audience even more agressivly. Lincoln is not strong enough to stand alone without Mercury, so make Mercury stronger and more distinctive. And while they're at it give Mercury a sporty coupe and put some money into a MAJOR face lift on the Town Car, then it can soldier on for another 4-5 years. It'd be a shame to loose the name value built up in the Town Car name. But then this is Ford, they'll find a way to muck it up. Too bad, I like ford and I'd like to see them make it.

3. RE: Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report
This will not be cancelled, only delayed.

2. RE: Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report
Okay so I am totally confused about why the author wrote this article. Yes Ford and Mercury have done a name change but they have brought back the Taurus and the Sable name and put it on the 500 and Montego. This is the Freestyle with a Mercury face which I bet will be in production since they are changing the Freestyle to the Ford Taurus X. I think Ford is behind and should have kept up with product updates instead of letting the Taurus languish away on rental car lots. Ford has no one to blame but themselves.

1. RE: Mercury Crossover Is Latest in Ford's Name-Change Rampage: Spy Report
It's truly a testament to whats wrong at Ford, it looks great, can probably seat seven, and it's not a TRUCK! Guess Chrysler just sold another Pacifica!

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