ASHEVILLE, NC – Ford Motor Co. is making progress in defining and differentiating its Lincoln and Mercury brands, a top executive says. Mercury, long stuck in the middle between volume-brand Ford and upscale Lincoln, has found a niche of its own targeting “savvy individualists,” Mike Richards, Lincoln Mercury general marketing manager, says. “We have a very clear understanding of what a Mercury customer is looking for,” he tells Ward’s at a media event here. “In some cases, it’s similar ...
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