MIAMI – Long stuck in the shadows of Ford Motor Co.’s mass-market Ford and upscale Lincoln marques, Mercury is trying to find its place amid a sea of brands in the U.S. The new direction for Mercury: “metrocool.” While not totally shunning its traditional core of family-oriented buyers in favor of those who kickbox and live in lofts, Brand Manager Kim Irwin says Mercury is aiming for buyers who have children but don’t necessarily have lives that revolve around them. “It doesn’t mean ...
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