After production of Mercury vehicles ceased, Ford Motor Co. announced that Lincoln would get all of Mercury's ad-dollars. Of course, this news left many wondering exactly how the luxury automaker plans to use it.

Lincoln is of course pleased with the "gift" and looks forward to having the opportunity to talk more about their product line and now-standard complimentary 4-year/45,000-mile maintenance program. Lincoln's most popular vehicles, are expected to get the biggest budget boost until new models are added to the lineup as well.

"We don't talk about advertising funding in today's fluid and quick reacting media spending market," says Christian Bokich, PR Manager, Lincoln. "But we'll continue with the same advertising path started in Fall 2010 with our ads featuring MKZ Hybrid, MKZ 2-row crossover, and MKS sedan and spokesperson John Slattery. Our goal is to convey good news about the Lincoln MK-badged vehicles in our portfolio, all of which have launched in the U.S. market within the past two years."¹

2011 Lincoln MKZ Hybrid At a Glance

-    Lincoln's first hybrid model based on the MKZ premium midsize sedan
-    Combines a 2.5-liter Atkinson-cycle inline 4-cylinder engine with a battery-driven electric motor
-    191 net horsepower (hp)
-    Continuously variable transmission (CVT)
-    Travels up to 47 mph in pure electric mode
-    Fuel Economy: Above average, at 41 mpg-city and 36 mpg-highway*
-    Max Driving Range: Above average, at 717.5 miles*
-    Standard Comfort and Convenience Features: Power windows, door locks and seats; and leather seats
-    Entertainment features: CD player, and optional navigation system
-    Standard Safety Features: Driver and passenger side airbags, ABS brakes, traction control, and stability control

*Compared to other midsize vehicles.²

Source:

¹ http://wot.motortrend.com/late-holiday-gift-lincoln-will-mercurys-advertising-budget-21443.html

²http://autos.msn.com/research/vip/Spec_Glance.aspx?year=2011&make=Lincoln&model=MKZ%20Hybrid&trimid=-1