Chicagoland Mercury Sable Buyers Can See Their Cars Built
9 February 2000
Chicagoland Mercury Sable Buyers Can See Their Cars BuiltCHICAGO, Feb. 8 -- Ever wonder how the windshield got fitted on your car ... or how the engine made its way under the hood? Chicagoland Mercury Sable buyers soon will have the opportunity to check the production of the new 2000 Sable up close and in person. Beginning in March, select Mercury Sable customers and prospects will be able to visit the Ford Motor Company Chicago Assembly Plant on Torrence Avenue to watch first-hand as the Sables roll down the assembly line. This marks the first time in the plant's history that customers will get inside the plant and see cars built. "We're doing this to become an even more consumer-driven company," says Dave Alden, Lincoln Mercury's Chicago regional manager. "What better way to show Sable buyers the quality that goes into each vehicle, while offering a unique experience." Chicago Asssembly Plant Manager Ron Reaves says he is excited to play host to the incoming group of Sable buyers. "Believe me, when that first group arrives at the plant, I'll be there holding the door open for them," he says. "I can't wait to show them the dedication of our UAW-represented employees, the complexity of building a car, yet the care that each of our employees uses while performing his or her job." The tours will be run on a trial basis designed to test consumer reaction to the program. The trial will last five weeks, with three tours per week, made up of 20 consumers in each group. The 300 consumers expected to take part in the tours are welcome to bring as many family members with them as they like. Mercury recently tested the tour idea on three groups of customers (both Mercury and competitive owners) and received an overwhelmingly positive response to the idea, Alden said. "Our focus group response was outstanding," he said. "Many people who live in and around Chicago know of our assembly plant, but they have never before had the opportunity to visit the plant. They told us they would love to have that opportunity, and we're equally pleased to have them." To get the word out about the tours for Sable buyers, Mercury will have information and sign-ups available at the Chicago Auto Show, at the Mercury display. Additionally, Mercury plans to advertise on television and in newspapers and will set-up an 800 number through a local vendor to coordinate appointments.