Ford to rebrand Mercury line

DETROIT, July 26 (UPI) -- Ford Motor Co. plans to rebrand its Mercury line as an entry-level luxury car, senior executives say. Mercury will offer smaller cars and crossovers, while the company's Lincoln brand will only offer larger automobiles, The Detroit News reported Saturday. "Mercury and Lincoln will complement each other," said Derrick Kuzak, Ford's global product chief. "Lincoln will start with mid-sized sedans and move up from there." The newspaper reported that previously Ford planned to scuttle the Mercury brand while expanding its Lincoln division. Dealers, however, were skeptical, noting Mercury brings a different demographic into the showroom than other Ford brands, the newspaper reported. "Mercury brings a younger, more female customer than the Ford brand," Kuzak said. "We're focusing (Mercury) very much on... [read full story]