Ford Motor Co.'s new leadership is trying to put Ford vehicles on their shopping lists.
The auto maker has its work cut out when it comes to the Lincoln Mercury division, according to an analysis of shopping consideration trends by Edmunds' AutoObserver.com.
Ford's Mustang and F-150 top their segments for shopper consideration. Ford's newest models, including the Edge and Fusion, run in mid-pack in their segments.
But Lincoln and Mercury vehicles barely generate a blip on shopper radar screens. Michelle Krebs, AutoObserver.com's senior editor, fingers a culprit for that.
“Ford would do well to end its reputation of short-lived vehicles and short-lived vehicle names,” says Krebs. “Resale values, a high priority with Ford these days, depend on a vehicle's longevity.”