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Ford Motor Company Officials Confirm Mercury Future

26 March 1999

Ford Motor Company Officials Confirm Mercury Future

    IRVINE, Calif., March 25 -- Underscoring their support for
the Mercury brand, Ford Motor Co. executives today responded to
media and automotive analysts' reports regarding the future of the Mercury
franchise.
    "Simply put, several recent media reports, fueled by speculation from some
auto analysts, are just inaccurate," said Bob Rewey, Ford group vice president
for marketing, sales and service.  "Mercury includes several very strong
nameplates with high levels of customer loyalty.  There are great Mercury
products on the road today and more in the pipeline."
    Rewey specifically identified the 2000-model Mercury Sable, set to be
introduced next week from the San Diego Auto Show.  The new Sable will be
introduced to the world via the Internet -- a first for Mercury --
demonstrating the type of innovative thinking the brand is beginning to stand
for.
    "Because it would be a mistake to tip our hand to our competition, I can't
disclose specific product plans," Rewey said.  "I can tell you that Mercury is
planning to bring market new versions of several products over the next couple
of years -- hardly a sign of a brand with a limited future."
    Lincoln Mercury President Mark Hutchins noted important new buyer groups
are evolving that hold exciting potential for the Mercury brand.
    One group is the leading edge of the baby boomer generation nearing
retirement age, a group that will have a high level of discretionary
disposable income and will be in the market for new vehicles.  The second
group -- Generation Xers -- are soon to be entering their prime new vehicle
buying time, and Mercury vehicles such as Villager, Mountaineer and Cougar are
well positioned to appeal to this group.
    "Today, Mercury Cougar is bringing a whole new set of buyers into Mercury
dealerships," Hutchins said.  "Sixty percent of Cougar buyers never even
shopped in a Mercury dealership before, and a high percentage of them are
female.
    "With Cougar, the new Sable coming later this year, and the future
products in the pipeline, our dealers will have great products for both loyal
and new Mercury buyers for years to come," Hutchins said.