Mercury Milan

When is a Ford Fusion not a Ford? That’s easy — when it is a Mercury!

When Ford rolled out the Fusion in 2005, it was a given that Mercury would have its own model. After all, what is good for Ford is usually good for Mercury. Yes, Lincoln received its own model, but that car has evolved to the point where it is packaged and trimmed quite differently.

Will Mercury Survive?

Mercury has always been the source of much speculation by auto industry analysts who have questioned the brand’s existence for many years. Given that nothing Mercury sells is unique to the brand, the question has been raised as to why Ford is keeping it.

Well, that question seems to have been put to rest ever since Alan Mulally left Boeing to become Ford’s CEO. Mulally wants to stick with Mercury and most likely will introduce one or two car lines unique to Mercury in the future. For right now, Mercury fans will have to settle with the best of badge engineering, including the Mercury Milan and the Mercury Milan Hybrid.

Slightly Different Packaging, Pricing

One thing few Mercurys are is an exact duplicate of Ford. For one thing, Mercurys are sold alongside Lincolns, and are expected to attract a different caliber driver.  To that end, for the past few years Mercury has been making a pitch for the young, female driver and has used Jill Wagner to tell people to “put Mercury on your list” when considering a car.

That campaign seems to be working as Mercury is able to garner more women as well as buyers who demand a better packaged car. Moreover, the entire Mercury brand has a better resale value than Ford, meaning that Mercurys can be sold at a higher price than a comparable Ford.

Four Packages Plus The Hybrid

For 2010, Mercury offers four trims levels with the Milan.  The I4 Milan retails for $21,180 followed by the I4 Premier and the V6 Premier. The top of the line V6 Premier retails for $27,800, less than $200 more than the top of the line Ford Fusion Sport. Thus, the Ford and the Mercury are closer in price when fully packaged.

Oh, yes, the Mercury Milan Hybrid is also available, selling for $31,325. That price differential is just over $3000 compared to the Ford Fusion Hybrid, but the Mercury trim level is higher. Regardless you’ll get the same 41 mpg city and 36 mpg highway whether you choose the Mercury or the Ford.