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DETROIT – The Mercury division of Ford has been gaining respect lately since Ford has been giving it more advertising dollars. And next year, when Mercury gets its version of Ford’s world-car – sold in Europe as the Mondeo – it is expected to reposition the division around a new slogan.
‘We know that our image is not yet clear in the marketplace,’ said general marketing manager Stephen Lyons. ‘And our agency (Young & Rubicam) would like to create a new line for us, so I have told them to bring us something better than what we have, and we’ll talk about it.’
What Mercury has now is, ‘All this and the quality of a Mercury.’
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