The 2010 Mercury Milan Arrived Just In Time

by Gunnar Heinrich ::: img Ford ::: 2010 Mercury Milan

ANYONE in recent times who’s visited “their local Ford/Lincoln/Mercury dealer” has gone to look at a Ford or consider a Lincoln, maybe even look at that used Honda on the lot, but rarely, if ever, consider a Mercury.

In 2005, the Mercury Milan sedan bowed as a slightly upgraded version of the Ford Fusion and a no-tie-Friday cousin of the Lincoln Zephyr. The differences were minor and mostly cosmetic as was the difference between Ford and Mercury models across the line. Ford planned to produce a modest 25K Milans a year -not exactly a balls-out goal set nor a go-get’em-tiger message to the dealers.

Fact is, Mercury’s been an afterthought for far too long and Ford’s announcement that it will be ending the brand in October, 2010 is a retirement long overdue.

In a world of Hyundais, Kias, second-hand Lexuses and Acuras, tighter budgets, and sharper pencils, there’s no room for badge-incrementalist graduation anymore. No more Ford Taurus to Mercury Sable to Lincoln Town Car.

People want the Lincoln at the Taurus price.

Thanks to a global economy the Japanese and Koreans are offering them just that through models built with non-union labor, attractive financing and lease deals, platinum packaged pre-owned programs, and assertive marketing that promises that customers will never want for service or value.

Which is all the Mercury customer ever really wanted. Sad part is… the 2010 Mercury Milan kind of finally delivers.

The modified facelift that was introduced in 2008 and implemented this model year is, on the outside, a study in clean-sheet minimalism. It’s as though a little bit of Italian charm was actually injected into that front fascia – so devoid of typical, aggressive lower airdam and apron treatments as to suggest an almost a blissful serenity.

The inside is less Bauhaus and more of Mercury just adding quality to an originally drab space. That new center console with touch-screen monitor gives the customer a bang-for-the-buck that’s rare in cars that start at $21K. Maybe that’s the reason I’ve spied so many on the roads in recent months.

Did you know Mercury’s been winning product reliability surveys  for years? Did you care? Nah, we didn’t, did we. Maybe you noticed Mercury’s easy-on-the-eyes spokeslady – but a pretty face on TV wasn’t going to sway you from your import, was it?

This post may come off as a you-never-miss-’em-’til-they’re-gone ramble, but, when Mercury goes and there’ll be no more new Milans – handsome sedans that uphold the entry-level end of a great American bargain – we may be a little sad.