Suitability Parameters:
Speed Merchants: No
Fashion Victims: Yes
Treehuggers: Yes
Mack Daddies: No
Tuner Crowd: No
Hairdressers: Yes
Penny Pinchers: No
Euro Snobs: No
Working Stiffs: No
Technogeeks: No
Poseurs: Yes
Soccer Moms: Yes
Nascar Dads: No
Golfing Grandparents: Yes

Also Consider:
• Toyota Highlander Hybrid
• Toyota Prius
• Lexus RX400h
• Chevy Tahoe Hybrid
• Saturn VUE Green Line
• Visiting New Orleans to help rebuild houses for lower-middle-class white people

Vitals:
• Manufacturer: Mercury
• Model tested: Mariner Hybrid
• Model year: 2008
• Base Price: $25,765
• Price as Tested: $31,000
• Engine type: 2.3-Liter I4 Electric Hybrid
• Horsepower: 133 (gas) + 94 (electric)
• Torque: 152lb/ft @ 4,250 RPM
• Transmission: Electronic CVT
• Curb Weight: 3,638 lbs
• LxWxH: 174.7" x 71.1" x 68.0"
• Wheelbase: 103.1"
• Tires: P235/70R16
• Drive type: FWD
• 0 - 60 mph: 10.7 Seconds
• 1/4-mile: 17.8 seconds
• EPA Fuel economy city/highway: 34/30
* Jalopnik Average: 26.1
• NHTSA crash test rating: N/A

Also see:

• 2008 Mercury Mariner Hybrid, Part One
• 2008 Mercury Mariner Hybrid, Part Two

Acceleration:**
You would think that with two propulsion sources this thing would get going a little faster. You'd be wrong. Though acceleration is on par with the V6 model, it's a complete crapshoot on anything but a clean start, thanks to the E-CVT transmission that never manages to predict what you want.

Braking:*
The line about regenerative braking is always "stopping helps you go." More like "stopping helps you go insane." Ignoring the serious effort it takes to slow the thing down, once you do start to stop there's an annoying dull click as you let off the brakes. This isn't to say they're so bad that you'll run over anyone, but the feel is all wrong.

Ride:***
The ride is remarkably smooth for what's supposed to be an SUV. Aware that no one with sense will be taking it off road, the Mariner's suspension is tuned to absorb every pothole and hobo with nary a bump.

Handling:**
Like a girl who offers you sex out of pity, it'll do what you want it to do but in the least enjoyable and most perfunctory way possible. But unlike pity sex, you're not going to brag about driving the Mariner to your friends afterwards.

Gearbox:*
As mentioned above, the continuously variable transmission is less a gearbox and more a complicated way to suck just that much more fun out of driving.

Audio:***
Like the 2008 Ford F-350 SuperDuty, the Mariner features the six-speakers-and-a-subwoofer Audiophile system. Unlike the F-350, the Mariner is so quiet that it is possible to hear your music. Using the standard audio input jack I was able to listen to my iPod through the system as I cruised for Etruscan pottery. The only thing this system is missing is thumb controls for the audio, something a car in this price range needs badly.

Toys:****
In addition to backup sensors, touch screen navigation system and one-touch moonroof, this is a hybrid. Though it doesn't get earth-shattering gas mileage, the hyrbid system is basically one big toy and with the navigation screen you get to watch as power is routed between the engine, motor and wheels. There's also a full 110v electrical output for keeping your iPod charged.

Value:*
When all is said and done, I can't imagine putting down nearly $10,000 over the base price of $21,300 for what is still a Ford Escape. By the time you get around to making up the difference in cost you'll have already sold it or set it on fire for the insurance money.

Overall: **
The Mariner Hybrid is nothing to write home about. You could drive hundreds of miles without realizing that you've been driving at all because little about the car is so offensive or so outstanding as to deserve any notice. There's probably a market for that, but we're not in it.

Also see:

• 2008 Mercury Mariner Hybrid, Part One

I've got to think about something while driving because the Mariner practically drives itself, leaving me free to remark aloud to my passengers about the possibility of converting a large closet to a "coffee and tea nook." Those words actually came out of my mouth: "coffee and tea nook." I'd like to contend that I'm a victim of geography, living in the über gentrified Lakeview neighborhood of Chicago, putting me within a five-minute walk of a specialty cheese shop, an all-independent theatre and a place that sells only cupcakes.

But no one put a gun to my head and said "you're gonna live in a post-war mid-rise apartment building across the street from a kitschy Korean fried chicken place or else." People in my neighborhood don't carry guns. They carry lattes and keys to their Mercury Mariner Hybrids. Seriously. There are at least half-a-dozen of these around, in addition to the hybridized Escapes, Highlanders and Prii.

And I can see why. If you don't like driving but need a vehicle and you're a graduate of the Rhode Island School of Design, the Mariner isn't a bad choice. Especially if you care about the environment enough to spend a lot of money to get gas mileage that isn't much better than the stock four-cylinder version. People go a bit far in mocking the smugness of hybrid drivers, but it is hard to argue that this car is doing more for the environment than the people taking a bus or a train to work.

The Mariner is also quite adept at filling all basic yuppie needs. Assuming you live in an urban area (thus the 'u'), the Mariner's backup sensor and small wheelbase combine to make an SUV that is exceedingly easy to parallel park. This was helpful when I had to pull up to the Paint Your Own Pottery place off Lincoln Ave to pick up the mug I had painted a couple of weeks before.

Smooth enough to keep my painted pottery and white truffle oil tofu pizza intact.

There's also the advantage of having an SUV that neither looks nor performs like an SUV. The chrome-toothed grille and mascara'd headlamps femme out any traces of masculinity found on the Escape, but the easy-open hatch and reasonably sized cargo area swallowed a load of organic groceries with ease. The suspension is tuned to absorb the abundant bumps and potholes of the urban environment perfectly, as well as tuning out all of the driving experience.

Unlike the beefier SUV offerings from other automakers, the Mariner Hybrid is a full hybrid with a system similar to the Toyota Prius. This means that it can run under the power of its 94 horsepower electric motor, 133 horsepower 2.3-liter four banger, or a combination of both. In slow city driving this isn't so bad as it is quiet enough to listen to The Buena Vista Social Club on your iPod without the threat of engine noise. Anywhere else the engine and motor switching on-and-off is unnecessarily noisy.

Power is also created through regenerative braking, whereby all the energy needed to get the brake pedal to work is transferred magically to the battery. If you like the feel of brakes that clamp down confidently, look elsewhere. In fact, if you like driving at all, look elsewhere. The stone-colored leather interior with the dual climate control is a reasonably comfortable place to hang out while passing the time between your studio apartment and a screening of a newly cut version of Fritz Lang's Metropolis at the Museum of Contemporary Art. But it's not a good place for someone who enjoys the time between point A and B as much as point A or B.

And that's me. I may have traded some of the punk rock edge I'd once felt was important for a pair of comfortable loafers and a swish looking jacket from Banana Republic, but I haven't lost my passion for driving. That feeling you get when you sit behind the wheel of a new vehicle and set out on the open road. A feeling that is wholly absent in the urban accessory that is the Mariner Hybrid.

Of course, hybrid sales are still down compared to December 2007, but that's a common yearly occurrence. When you take a closer look at the numbers you see that the more luxurious hybrids are seeing a decrease in sales as compared to their more pedestrian cousins. The Ford Escape sales were up 24.7% compared to last January, while the Mercury Mariner was down 10.6% over the same period. The Toyota Highlander's sales grew 18.4% while the Lexus RX400h dropped by 2.7%. The Toyota Prius and Camry both had a great January, increasing 37.1% and 33.9%, respectively. The Lexus brand GS450h saw a decrease of 61.7%.

There are other factors to consider here. Certainly gas prices, advertising and decreasing awareness play into car sales (for instance, Honda is no longer selling actively selling Hybrid Accords). There's no longer a hybrid tax credit for Toyotas as they've exceeded their sales cap.

But it looks as though the recession is having an impact on hybrid buyers, who are already paying a premium over the gas-only alternatives and might not want to pay a premium on top of that to get the "luxury" edition. It'll be interesting to see how this plays out given that Hybrid Escalade is going to cost significantly more than a Yukon Hybrid. It'll also be interesting to see if this impacts the upper reaches of the market, such as the upcoming Fisker Karma Hybrid Sedan.

[HybridCars.com]

FORD delivers BETTER FUEL ECONOMY, more power

WASHINGTON, D.C., Jan. 22, 2008 - Today at the Washington Auto Show and Automotive News World Congress in Detroit, Ford Motor Company announced its hot-selling compact SUVs, the Ford Escape and Mercury Mariner, will become more fuel efficient, more powerful and more connected for the 2009 model year.

Fuel-efficient new 2.5-liter Engine

The new 2009 Ford Escape and Mercury Mariner make strides in fuel economy and emissions with a new, 2.5-liter engine and a smooth new fuel-saving 6-speed automatic transmission.

Not only is the new powertrain expected to improve the Escape and Mariner's EPA estimated fuel economy by 1 mile per gallon, it will also give the customer an 11 percent increase in horsepower to 170 horsepower.

The new 2.5-liter engine with intake variable cam timing (IVCT) boasts a 17-horsepower increase in output over the outgoing 2.3-liter engine.

Responsive with its peak 166 ft. lb. of torque, the engine also is refined, with dual-mode crankshaft damping, electronic throttle control and PowerPC engine electronic control.

The anticipated 1 mpg improvement in fuel economy will make Escape and Mariner more than competitive in the segment. With the improvements, Escape and Mariner also achieve ULEV II emissions certification.

The new engine also is the new basis for Ford's hybrid models, ushering in a host of improvements that will make the Ford Escape Hybrid and Mercury Mariner Hybrid even more appealing. Adapted to the Atkinson cycle, the engine is the first for Ford to incorporate variable valve timing on a hybrid engine.

"More than ever, the Escape Hybrid and Mariner Hybrid are the ultimate vehicles for commuters in the daily battle with urban traffic congestion," said Cischke. "For every eight Escape and Mariner vehicles we sell, one of them is a hybrid, and the appeal is growing."

An optional, 230-hp, 3.0-liter V-6 engine - a 30-hp increase over last year - also is offered. It, too, will offer an estimated 1 mpg fuel economy improvement and better acceleration, thanks to the new 6-speed transmission and engine enhancements, including new pistons, cylinder heads and fuel injection system.

Spotlight on Fuel Efficiency, Even in the Performance Version

The new, more fuel-efficient automatic 6-speed transmission featured in the Escape and Mariner offers a significant improvement in powertrain smoothness and drivability, replacing the four-speed automatic previously offered.

Its flexibility allows Escape and Mariner to feature a longer final-drive ratio for optimal fuel economy, while its smooth-shifting quality provides an enhanced experience for the driver, especially in combination with the more powerful engines in the Ford Escape and Mercury Mariner family.

Fuel savings also come from additional design and engineering features, including:

* Aerodynamic improvements, including a new front fascia chin spoiler and rear tire spoilers also play a role in the fuel economy story.
* A new 16-inch Michelin tire design offers improved rolling resistance that contributes to fuel efficiency, while also bringing improvements in quiet operation, steering and handling, and stopping distance.

All Escape and Mariner models now feature Easy Fuel™, a capless refueling system. This feature is not only a convenience for customers but also helps to prevent evaporative fuel emissions.

Escape and Mariner also incorporate new features to improve dynamic handling and ride characteristics, including a new 18.5 mm rear stabilizer bar and revised suspension tuning. Powertrain sound quality is enhanced by a new air induction system for V-6 engine models and a new exhaust system on all models.

Ford Hybrids: More Refinement, Safety and Performance

The new 2.5-liter engine also is the new foundation for the Escape Hybrid and Mariner Hybrid models. Adapted for hybrid use, the engine is Ford's first to use variable valve timing on an Atkinson cycle hybrid engine. Advancements in engine processor technology enable a nearly imperceptible transition from gas to electric mode.

A new brake system also provides a more seamless transition from regenerative braking to traditional braking. It incorporates a new pedal sensor that gives the driver better feedback and pedal feel similar to that of a traditional vacuum-assisted hydraulic system.

Also new this year is a new standard safety feature - AdvanceTrac® with RSC®. Already standard on gas-powered models, this patented Ford Motor Company stability control system includes roll stability control. Escape Hybrid and Mariner Hybrid are the only small hybrids to offer such an advanced safety technology.

At the Washington Auto Show, Ford will display a Ford Escape Plug-in Hybrid (PHEV) alongside the production Escape Hybrid. The plug-in research vehicle uses high voltage, lithium-ion batteries and can travel up to 30 miles on battery power alone before switching to full hybrid mode, delivering the equivalent of up to 120 miles per gallon for far fewer trips to the gas station.

Ford is collaborating with Southern California Edison in a unique partnership to advance the commercialization of PHEVs, demonstrating the potential for two industries to change the transportation and energy future.

This is part of Ford's sustainability strategy, which also includes a new engine technology called EcoBoost that will deliver up to 20 percent better fuel economy and 15 percent fewer CO2 emissions on half a million Ford, Lincoln and Mercury vehicles annually in North America starting within the next five years.

The EcoBoost family of 4-cylinder and 6-cylinder engines features turbocharging and direct injection technology and will be used in a range of global vehicles - from small cars to large trucks. Compared with more expensive hybrids and diesel engines, EcoBoost builds upon today's affordable gasoline engine and improves it, providing more customers with a way to improve fuel economy and emissions without compromising driving performance.

More Technology, Connectivity

The popularity of the Ford Escape and Mercury Mariner reflects a trend of continuous improvement and product enhancement, including the most "connected" driving experience available today.

New optional equipment includes:

* SYNC, the award-winning Ford in-car connectivity system developed with Microsoft, will be offered in Escape and Mariner. New for the 2009 model-year, SYNC features "911 Assist" which will help drivers connect with emergency assistance in the event of air bag deployment. Also available for 2009, SYNC will offer Vehicle Health Reports, which are designed to keep owners up to speed with vehicle maintenance needs through the syncmyride.com web site.

* SIRIUS® Travel Link™ , which offers real-time traffic, weather, fuel price, sports schedules and movie information when combined with Ford's next-generation navigation system with voice recognition.

Growing Popularity

With the continuous improvements to the 2009 Ford Escape and Mercury Mariner, the vehicles are primed to build on their sales success in the 2007 calendar year, which included record hybrid volume. Highlights include:

* Ford Escape Hybrid recorded a 10.4 percent increase in sales versus 2006, with 21,386 units sold, while Mercury Mariner Hybrid sales were up 17 percent over 2006 to 3,722 units.

* Total Ford Escape sales were up 5.2 percent to 165,596. Mercury Mariner was up 2.6 percent to 34,844 units.

The Ford Escape and Mercury Mariner are produced at Ford's Kansas City Assembly Plant, and the 2009 models will go on sale this summer.

Press Releases:

FROM RUNWAY TO DRIVEWAY: MERCURY ANNOUNCES PRODUCTION OF FASHIONABLE VOGA VEHICLE SERIES

MIAMI, Nov. 9 - Mercury continues pushing fashion-forward design, with a new runway-inspired production series called VOGA.

Literally translated as "fashionable and trend-setting," VOGA hits primetime today at the South Florida International Auto Show, debuting on a 2008 Mercury Mariner. Over time, the VOGA series will be offered on a series of Mercury products.

"Mercury always has been about smart and contemporary design aimed at the style-conscious customer who appreciates a unique look," says Peter Horbury, executive director, Design, The Americas. "At a time when stores like IKEA and the concept driving Design Within Reach are influencing our choices of style, the Mercury brand and the new VOGA theme, in particular, are ideal for satisfying customers' desires for even more expressive vehicles."

VOGA came to life on a Mercury Milan VOGA concept revealed during Miami Fashion Week in 2006. Reaction to the vehicle and the idea of a more fashion-focused series resonated with consumers, making a dedicated production series a choice move.

"It's great to be back in Miami to announce the new series and show off the Mercury Mariner VOGA," says Eric Peterson, Mercury Mariner Brand manager. "Given the sophistication of the south Florida market and the enthusiasm around the launch of the Mercury Mariner last year, it made perfect sense to debut our first production application of the VOGA styling here."

The Mariner, along with the Milan sedan, continues to draw new, progressive customers to the Mercury showroom. New customer conquest rates for both vehicles are at nearly 50 percent. Sales of the Mercury Mariner, redesigned for 2008, were up 19 percent in October.

2008 Mercury Mariner VOGA

Already known for its distinctive flair and good looks, the stylish Mercury Mariner has been customized to create the VOGA edition.

At first glance, the Mariner VOGA catches looks with Moss Green metallic paint, special chrome brightwork highlighting the grille, rear fascia trim and unique VOGA badging. The additional brightwork matched with the 17-inch VOGA-capped chrome wheels lends this fashionable vehicle a sporty appearance, making the Mariner VOGA appear ready to hit the scene.

"VOGA is about making a fashion statement each time you go for drive," says Chief Designer Camilo Pardo. "I'm really excited to bring the concept of VOGA to reality across the Mercury line-up. It's my passion to design vehicles that emotionally connect with customers - that 'gotta-have-it' appeal is what fashion is all about."

The Mariner VOGA's distinctive style carries through to the interior, as well. A charcoal black environment surrounds the plush, unique VOGA-embroidered Cashmere leather seats, which are trimmed with contrast Ash stitching to match the exterior color. Charcoal black floor mats are embroidered with the VOGA label, reinforcing the personalized feel.

The focal point of the interior is the striking Tarragon metallic instrument panel covered in a unique paint. The subtle silver-green metallic spans across the center console and door switch plates as well. All of these extra touches provide Mercury customers with the look and feel of a personalized vehicle customized to suit their tastes.

"Customers definitely care about choice and personalization - from their MP3 player case to their cell phone ring tone - that's why Mercury strikes a chord with savvy individualists who aren't looking for the run-of-the-mill products," says Peterson.

The Mariner VOGA will include the same great host of features as the Mariner Premier edition, offering one of the most advanced safety packages in the compact SUV segment with standard side curtain air bags and AdvanceTrac® with RSC®. It also delivers fuel economy up to 24 miles per gallon.

Customers will be able to show-off their sense of style with the new Mercury Mariner VOGA beginning early 2008 when vehicles hit dealer showrooms. Mariner VOGA will join the Mercury Mariner and Mariner Hybrid produced at Ford's Kansas City Assembly Plant in Claycomo, Mo.

Press Release

FORD INTRODUCES FIRST HYBRID LIVERY PACKAGE

By Kristopher Spencer, FCN

Ford Motor Company is promoting its luxuriously equipped, fuel-sipping Mercury Mariner Hybrid as an eco-friendly alternative to stretch limos at a time when the Ford is the first automaker to introduce a hybrid livery package, which demonstrates the company's commitment and innovation to the limo/livery industry, said Doug Walczak, Ford North American Fleet limousine and livery manager.

"There has been demand for a hybrid livery vehicle for some time," said Walczak. "More and more livery clients are asking operators for environmentally friendly options. In turn, the operators are coming to us for a solution."

Ford is offering the Mariner Hybrid with a luxury package as an alternative to its Lincoln Town Car, which is the premier choice of luxury sedans in the limo/livery industry and accounts for more than 80 percent of the market share. Walczak said that the small SUV is getting serious consideration.

"The Mariner Hybrid addresses a market need," said Walczak. "Compared to the other hybrids, the Mariner Hybrid is roomier and has more cargo capacity than the Toyota Prius and is much less expensive than Lexus hybrids."

The Environmental Protection Agency rates Mariner Hybrid at 34 mpg in city driving and 30 on the highway. By comparison, the fuel economy of larger livery vehicles is often less than half or even a third of the Mariner.

The Mariner Hybrid turned a lot of heads at the recent Limo and Limousine & Chauffeured Transportation (LCT) Eastern Conference and New England Livery Association trade show and convention in Connecticut. In fact, Mark Shpilner, owner of Limousine 18 in Boston recently took delivery of his first Mariner Hybrid from the Lincoln-Mercury dealership in nearby Acton, Mass.

"I sold a 2003 Chevy Suburban and decided to try a Mariner," Shpilner said. "We're going to put it out there (as an option for our customers), and see what happens."

According to the National Limousine Association, the growing limo/livery industry has nearly 9,500 companies nationwide, operating approximately 131,600 vehicles from sedans to super-stretch SUVs and tour buses, and serving 1.38 billion passengers annually. There are an estimated additional 2,500 limo/livery operators around the world. The annual gross revenue for operators in the United States is $2.4 billion and the industry's suppliers (i.e., vehicle modifiers) rack up $2 billion in annual sales.

The use of hybrids and alternative fuel vehicles is seen as a growing trend.

"A lot of operators are really interested in it, but a lot are still hesitant," said Camella Lobo of LCT magazine. "A lot of the larger operators that serve corporate clients are driving the trend."

Johan DeLeeuw, president of Olympus Limousines in Atlanta, said some of his corporate clients require or encourage their use environmentally responsible "green" vehicles. A number of prominent hotels, for example, promote Olympus' use of flex-fuel vehicles and participation in a carbon offset program as part of the hotels' earth-friendly operations.

"We also work for big companies like Coca-Cola that require us to have a 'green' program in place. Without it, we won't even get on their property," DeLeeuw said, adding that he doesn't see the trend turning around down the road. "Five years from now, if a transportation company doesn't have a 'green' program, it will have a serious problem."

Olympus is reducing its carbon footprint as a founding member of the Limousine Environmental Action Partnership (LEAP), a consulting firm that assists limo/livery companies to become more sustainable.

"Sustainability is here to stay," said LEAP founder Patricia Charla, whose background is in corporate travel. "Being 'green' is a competitive advantage for corporations today. Limo/livery operators that deliver on their corporate clientele's demands for environmentally friendly transportation will win more business."

First let's start with Paula Williams on the Yahoo! Autos Forum. Here's what she has to say:

"Where to I begin! The second day I owned the vehicle (250 miles) the brakes began to make a rubbing noise and the rear end made noises when making right hand turns. Now with just 2700 miles, it sounds like I'm driving a vehicle with 250,000 miles. I contacted the salesman where I bought the vehicle in Aberdeen, Maryland and he said it was my responsibility to contact Ford. So, since Maryland has a "Lemon Law", as instructed by our State Attorneys' General Office, I sent Ford a certified letter concerning my issues. No response to date. After spending $27,000 and owning the vehicle for just two months I am reduced to keeping the radio cranked up loud to drawn out the noises from the rear end. I've taken it to the dealership three times for these issues and finally, after demanding the technician ride in the truck with my husband, they said that they heard the noise. They said Ford is aware of the problem; that it is not a safety issues but merely a "nuisance" issue; and hopefully they should have a "fix" sometime in June or July. Meanwhile, I'm driving the vehicle only when necessary and have even been driving a rental. I'm scare because of the brake issues. So, please, don't buy this vehicle. It looks terrific and I had researched my purchase for several months before buying. I know there are "lemons" out there and I guess I got one, but the customer service from both my dealership and Ford/Mercury is what really hurts the most, In these days and times you would think that Ford would be trying to keep customers. My husband and I have bought Fords for over forty years. However, I don't think I will buy Ford again. They've lost two very loyal customers."

"We were all excited to potentially lease a 2008 Mariner Premier. Then we drove it! Here are my issues:
1. Went back to DRUM brakes on the rear to save money. Who has drum brakes any more?
2. Noisy as heck.
3. No handles to hold onto while driving or getting in/out.
4. The "carpet" was some cheap composite fiber stuff.
There is no comparision to Honda CRV which did everything better, gets better mpg, and holds it's value MUCH better. I've always been a Ford guy but I can see why Ford is in the trouble that they are in."

"First - no traction or stability control. Toyota manages to include these in their hybrids - so should Ford. Second, the seats are just not very comfortable. I'm of average height, but the seat cushions are not long enough - I feel like I'm perched on a padded stool. Third, the soundproofing is better than previous models, but it is inadequate. Road noise at highway speeds is louder than it should be. Fourth, the "audiophile" sound system sounds great a slow speeds, but does not compensate for road noise. Fifth, I wish that it had Xenon or at least better headlights. Last, there is a lot of fancy chromed plastic in the cabin, which should have had a satin finish - it's blinding when the sunlight hits it!"

2008 MERCURY MARINER IS A HIT WITH ONLINE CONSUMERS
* "Best Little SUV on the Market!!!!!!!!"
* "All factors considered (size, price, features, performance, efficiency), this is well and by far the greatest vehicle ever made."
* "Everything about it is just wow!"
* "Best car/SUV I purchased in the last 20 years."

The 2008 Mercury Mariner is generating rave reviews among consumers as it enjoys a brisk sales pace. Mariner sales were up a whopping 97 percent in June, helping Ford, Lincoln and Mercury crossover sales climb 83 percent - the largest sales gain in the industry's fastest growing segment. Mariner attracts more new customers to Ford and Lincoln Mercury as a percentage of trade-ins coming from competitors' models than any other nameplate, except Ford Mustang.

The Mariner is completely redesigned inside and out. In addition to fresh sheet metal and a remade interior, Mariner is updated with a comprehensive safety package, a quieter ride and more refined driving dynamics.

Following are verbatim consumer reviews of the 2008 Mercury Mariner as posted on three top automotive research sites: www.autos.yahoo.com, www.edmunds.com and www.autos.msn.com

1. I Made the Right Decision - "Best car/SUV I purchased in the last 20 years. Great gas mileage. More than enough room in the back seat. Cargo space is good. A lot of head room, so if you are tall, no problem. I switched from a Jeep Grand Cherokee and I like the Mariner much better. Smoother ride, less road noise, and better handling. Just a great SUV and you don't have to worry about gas. It's listed at 20-26; however, I am averaging 27.5 miles per gallon." - posted by Midas on www.autos.msn.com
2. Traded Up to an American SUV! - "I love the luxurious ride in my 2008 Mariner. The ride is smooth! Lots of nice features for the price, leather seats, dual temperature controls. I am enjoying the navigation system, Sirius radio, dual temperature controls. I can set the internal temperature. Many extras." - posted by Maureen on www.edmunds.com
3. Best Little SUV On the Market !!!!!! - " Recently I purchased a 2008 Mercury Mariner and I have to say I could not be happier with it. This is my second Mariner. The first one was a 2005 and I loved it so much, I just had to have the redesigned model. First of all, the ride is 100 percent improved over the old model. It is quiet and smooth and it handles much better. The navigation system is very easy to use and gives precise directions and the Sirius radio is great. You can put just about anything in that DEEP center console. I am 6'3" and I have plenty of head and legroom but the rear legroom can be tight and the quality of the interior is improved over the old model as well. I really recommend the Mercury Mariner to all." - posted by Nick on www.edmunds.com
4. So Far, the Best Vehicle Ever Made - "All factors considered (size, price, features, performance, efficiency), this is well and by far the greatest vehicle ever made. For me, it's mostly a city car, and I'm getting 30+ mpg. In the winter I have 4x4 traction and plenty of pickup on the freeway, when I am passing Honda Odysseys and the like. It's true that the mpg is lower than Prius, but this is a reasonably sized vehicle for a family of four with luggage, which the Prius clearly is not. Until plug-in cars are available, this is the best vehicle on the market." - posted by Ex-Toyota Driver on www.autos.msn.com
5. ' 08 Mariner Premier - "My new ' 08 Mercury Mariner is an awesome SUV. It has a smooth ride, it handles great and has plenty of cargo space. To be just a 3.0L V6 it has plenty of get up and go. It runs very quiet and the transmission shifts very smooth. The exterior looks great. I love the design and style and the fit and finish is very good inside and out. To be as small as it is, it has plenty of space for you to get comfortable. I love the way all the radio and climate controls are made and I like the display screen at the top of the dash above the a/c vents. The interior design looks great. I love everything about this SUV. I couldn't be happier. I really think you should check the Mariner out because it's awesome." - posted by Tyler on www.edmunds.com
6. Great Look ... Great Price - "Recently purchased '08 Mariner after test driving two competing SUVs. This was the best, most quiet and most comfortable ride. Recently took a small road trip and averaged 27 mpg. Friends compliment on the look of the inside and outside. Love it so far." - posted by Sandy from North Carolina on www.autos.yahoo.com
7. My Mariner - "I love the stylish look of this SUV. For 2 months we shopped for small to mid-size SUVs and we narrowed it down to three choices: this vehicle, Honda CRV and Jeep Liberty. The ride of this vehicle had it all over the other two options. I actually see peoples' heads turn when I drive by to look at my ride. I originally opted to get this vehicle in black - but once I saw the vivid red it was all over. It is also spacious and roomy and I like the placement of all the controls, too." - posted by Judi in Ohio on www.autos.msn.com
8. Great Small SUV - " The handling is quick and responsive. The interior noise is very low, even at highway speeds. The leather/suede seats are very comfortable and cooler/warmer than all leather. The dashboard is very easy to read with the ice blue lighting and the controls are easy to reach. The center console has as much room as larger SUVs. The Mercury Mariner Premier is very comfortable and easy to drive. I would recommend buying it to anyone." - posted by David from Mesa, Ariz., on www.autos.msn.com
9. 2008 Hybrid Rocks! - "Getting an average of 38 mpg in Atlanta traffic in a SUV and not changing my driving habits very much. The premium package is a must with the hybrid. The stereo and DVD Nav are great. Nav has better features than most standalone systems and the audiophile's sound is HUGE! Tax credit knocks $3000 off the price." - posted by Steve Atlanta on www.autos.msn.com
10. Wow -"This hybrid is awesome. I bought it for my wife. I find that I am trying to find ways to get the keys from her hands. This Mariner is just fun to drive and well appointed. Everything about it is just wow! Definitely pleased. Plus the tax incentive will definitely help offset the cost. Must go drive and try out. If you can afford to spend a little more, it's worth it!" - posted by Darwin on www.edmunds.com

Yes, not as much Jill Wagner as we'd like, but hell, we'll take as much of her as FoMoCo will give us. In this episode of Blade commercialism from the not-Ford brand, our fair heroine is explaining how she can single-handedly re-badge a Ford product as a Mercury by placing the badge in the middle of thin air, and then watching as a Ford Escape Mercury Mariner is born. We kid FoMoCo, actually the ad's all about...well, hell, the press release is right after the jump. – Ray Wert

2008 MERCURY MARINER BUILDS ON MOMENTUM WITH NEW HIGH-TECH COMPUTER GENERATED ADS

* New 2008 Mercury Mariner, boasting a new design, lower suggested MSRP and greater fuel efficiency, aims to build upon one of the strongest vehicle conquest rates within Ford Motor Company.
* Cutting-edge 3D animation technology drives captivating new ads that showcase the 2008 Mercury Mariner's sophisticated design and styling.
* Hitting network airwaves now, the ads will appear in lifestyle media that tap into the Mariner customer's passions for cooking, health and fitness, and home design.

DEARBORN, Mich., March 26, 2007 - The 2008 Mercury Mariner - the nameplate that has helped put Mercury back on consumers' consideration list - is arriving in dealerships this month supported by an ad campaign designed to build on its momentum of attracting new, younger, and more diverse customers to the Mercury brand.

The ad campaign, created by Y&R Team Detroit, employs the latest 3D computer-generated animation technology to create visually captivating images of the 2008 Mercury Mariner that focus on the vehicle's design features and its available hybrid powertrain.

"We've put a lot of creative power behind these ads because we want to underscore the design sophistication of the 2008 Mercury Mariner," said Mike Richards, Lincoln Mercury General Marketing Manager. "The Mariner is a very important vehicle to our line-up as it has proven to be very effective in attracting new customers to the Mercury brand. The latest sales data shows more than a 48 percent conquest rate for the Mercury Mariner* and that it has been well-received among a diverse range of consumers."

Cutting-edge advertising opens new dimensions

More than 50 percent of Mercury Mariner customers are female, compared with 40 percent female customers for the overall Mercury brand.* In addition, the average Mercury Mariner customer is younger than the average Mercury customer: age 47 v. age 55.*

To appeal to these consumers, Mercury created an ad campaign that employs sophisticated photography techniques and draws the eye to the Mariner's contemporary design. The first TV spot for the 2008 Mercury Mariner, titled "Sound Waves," opens with Mercury spokesperson Jill Wagner posing the question, "What happens when an idea strikes just the right note?" Wagner taps the Mercury logo and sound waves reverberate and take shape in the form of the Mercury Mariner. The image then comes into focus to highlight the new design features of the vehicle, both inside and out.

The TV spots are produced by Tight Films and directed by The Brothers Strause, an award-winning team whose latest credits include VFX Supervision on the movies, "300," the "X-Men: The Last Stand," and the Academy-Award winning "Titanic." Hydraulx, a special effects company owned by The Brothers Strause, researched particle and fluid movement and created their own computer code to generate the sound wave effect in the first Mariner spot. Two additional TV spots, also directed by The Brothers Strause, are planned to begin airing in April. A similar creative approach will be carried through to the online ad campaign, which also is slated to begin in April.

The print campaign carries forward the emphasis on the vehicle's design and consists of several ads, including two that will be seen in May magazines on stands next month. The first, titled "One dynamic form," focuses on the design enhancements and patented improvements to the vehicle. The second, "Now, more stop means more go," highlights the regenerative braking function of the Mariner Hybrid's powertrain.

Connecting with consumers' passions

To reach the Mariner's target customers, Mercury will leverage their passion for cooking, home design and a healthy lifestyle, choosing to advertise the compact SUV on cable networks, such as HGTV, the Food Network, and DIY. Sponsorships will be tied to specific programs, such as "The Next Food Network Star" and "Basics-Urban Gardening," and will include online advertising, product integration and other marketing elements. Focus on these passion points carries over to other media as well, including print ads planned for Yoga Journal, Everyday with Rachel Ray and Outside, among others.

New 2008 Mercury Mariner Enhancements

The 2008 Mercury Mariner is completely redesigned inside and out and exemplifies the sophisticated and stylish design expected of a modern Mercury. In addition to fresh sheet metal and a new interior, Mariner is updated with a comprehensive standard safety package, a quieter ride and more refined driving dynamics. What has not changed is the overall package: Mariner retains the fuel-efficiency, maneuverability and the fun-to-drive nature that are core characteristics of the compact SUV package.

The 2008 Mariner enters the market at a time when customers are looking for smaller SUVs that still deliver on the attributes demanded of a traditional SUV, such as four-wheel drive, a commanding seating position, towing capability and good cargo capacity. The new Mariner continues to balance all these demands, wrapping it all in a sophisticated and stylish package that can be found only on a Mercury.

For more information about the 2008 Mercury Mariner, please go to www.media.ford.com or www.mercuryvehicles.com.

*According to J.D. Power Information Network.

About Mercury

Mercury is a brand of the Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., that manufactures and distributes automobiles in 200 markets across six continents. With more than 280,000 employees and 100 plants worldwide, the company's core and affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mercury, Volvo, Aston Martin and Mazda.. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.fordvehicles.com.

Hot new thing: driving the message [Detroit News]

Related:
Al Gore Tells Truth To Power, Is Now BFF With Automakers [internal]

Arrrgh, scalliwag — ye calendars must be waterlogged! It's not yet 2007 and Mercury's already revealed the 2008 Mariner, showing off a new nip and tuck derived to nudge it ever so slightly upscale. Along with some new character lines and revised grillework, the more plush version of the Ford Escape (or baby Mountaineer) also gets some chassis and control system upgrades and a new power steering system to help the little box ride more like a Town Car, while retaining its small-uteness. Engineers also added a new roof panel to help reduce NVH (noise, vibration and harshness). It's also getting new 2008 Mariner colors, including Kiwi, Light Ice Blue and Black Pearl Slate. Better hit the snooze button, this one's not coming out until early next year. [Gallery] – Mike Spinelli

Related:
Badge Un-engineering: Mazda Tribute Production Suspended [internal]

Ford extends 0% financing on hybrids to entire U.S. [AutoWeek]

Related:
More incentives [internal]

Word today is Mazda is suspending production of its version of the Ford Escape / Mercury Mariner SUVs, the Tribute. According to reports the company opted out of producing the Trib (at Ford's Claycomo truck plant) during the relatively short production span of the 2007 model year — May through December — because a new Escape-Mariner for 2008 will hit the line next January. The decision coincides with an 11% drop in Tribute sales between 2004 and 2005, and a near 100% drop in anyone really giving a shit.

Mazda to Suspend Tribute SUV production [via MPH]

Related:
Escape to Brazil: Next Ford Small SUV to Be Variant of EcoSport [internal]

We stumbled across The Green Car Journal's "Green Car of the Year" awards ceremony by happenstance and were pretty damn well surprised to see Carroll Shelby sitting there on the panel of judges. After all, he was the man responsible for replacing four-bangers in British sports cars with gas-beer-bonging eights. Nevertheless, Ol 'Shel's back on Ford's gravy train, which, in a way makes us a tad suspect. Why the Merc over the Escape Hybrid? Could it be so the flagging brand can at least receive some kind of award?

Other judges included Carl Pope of the Sierra Club, National Resources Defense Council honchette Frances Beinecke, Ocean Futures Society Jean Cousteaum Union of Concerned Scientists main man Kevin Knobloch, AeroVironment head-bigwig Paul MacCready and the man who once dropped Burt Reynolds in a New York City street fight, Mario Andretti.

Related:
Shelby, West Coast Customs to Build Limited-Edition Mustang [Internal]