Mercury rises with hot new products in the 9th Middle East International Motor Show

The brand received a boost in 2007 with the launch of the new mid-size Milan as well as new marketing strategies that will further the Mercury image through 2008.

'This year has been outstanding for the Mercury brand starting with the debut of Milan, which received a tremendous response from our customers,' said Hussein Murad, Sales and Marketing director of Ford Middle East.

'Today, with the addition of the award-winning Montego and the Mariner to the Mercury showrooms, we are offering an unprecedented choice of five products from this brand and we expect to attract new customers in our showrooms around the region.'

Montego, powered by the award winning Duratec 263 hp 3.5L V-6 engine, signals the bold return to form for Mercury in the sedan category. With its distinctive satin grille finish and available 18' chrome-clad wheels, the full-size sedan further builds on Mercury's stylishness and understated elegance. The new model boasts a 6-speed automatic transmission as well as unsurpassed safety features including as much as six standard airbags.

Since its launch in the US, Montego is no stranger to awards and recognitions, as it bested 16 vehicle categories with the AutoPacific award for Most Ideal Vehicle. Vehicle owners rated the sedan in areas such as power, interior technology and driver's seat comfort. Montego also received Top Safety Pick ratings by the Insurance Institute for Highway Safety (IIHS) and the US government's (NHTSA) highest available five-star ratings in all crash test categories.

As for the new 2008 Mercury Mariner, the compact SUV has a look that will define the Mercury brand moving forward. In addition to fresh sheet metal with new Mercury design cues and an elegant interior, Mariner has a comprehensive safety package, a quieter ride and more refined driving dynamics. What makes it more special is its overall package: Mariner retains the fuel efficiency, maneuverability and fun-to-drive nature that is a core characteristic of the small SUV package.

After a decade-long absence in the mid-size sedan segment, Mercury introduced the all-new Milan, an upscale, stylish and five-passenger sedan powered by a 160 NET hp, 2.3L I4 engine.

Milan is more than just a pretty face. The elegant exterior design was created specifically to provide function as well as form. Milan customers want a car that has the flexibility to accommodate all of their needs. Additionally, Milan earned the J.D. Powers and Associates highest rank for a mid-size car in initial quality. From AutoPacific, Milan ran away with the Vehicle Satisfaction Award citing its combined excellent style, good size and roominess, sporty ride and handling which gives owners a satisfying experience.

Mercury has appealed to drivers who want something distinguished but not ostentatious. Brand aficionados have enjoyed Mercury's niche cars, and later SUVs, particularly during the late '70s and early '90s.

Globally, the Mercury's brand renaissance began in 2005, a dynamic that picks up pace this year, with new product launches in high-growth segments where Mercury has been quiet for a number of years. In the Middle East, Mercury was best known for the Grand Marquis full-size sedan, though recent years have seen the Mountaineer mid-size SUV share the limelight.

For 2008, Mountaineer continues to offer a sophisticated choice in the mid-size SUV market, delivering impressive driving dynamics, refined interior choices along with premium convenience and class-leading safety. Mountaineer is powered by a 4.0-liter V6 with a 5-speed automatic and is available with all-wheel drive. It generates 210 NET horsepower at 5,100 rpm and 254 NET lbs-ft of torque at 3,700rpm.

The Mountaineer also has had its share of recognitions, as it was selected as a 2006 Consumers Digest Best Buy in its vehicle class. Accolades have been earned for Mountaineer for its class-exclusive Roll Stability Control system.

Grand Marquis reiterates its presence for 2008 continuing to offer a superior ride, outstanding value and luxurious interior appointments. The car's body-on-frame construction provides a level of comfort and isolation usually reserved for the upper echelon of sedans.

The 2008 Grand Marquis delivers outstanding comfort and convenience. From its generous cargo capacity and passenger volume to its convenient interior features, Grand Marquis accommodates its owners' lifestyles in a spacious, classic package. It is the only vehicle in its class with a standard V-8 engine which produces 224 NET horsepower at 4,800 rpm and 275 NET pound-feet of torque at 4,000 rpm. All Grand Marquis models use a four-speed automatic transmission with electronic automatic overdrive.

Grand Marquis enjoys a five-star rating for driver and passenger front-crash tests 12 years in a row (1996 through 2007). Mercury's full-size sedan also received honours for its class-exclusive standard V8 engine, roomiest interior and largest trunk in a six-passenger large car class.

Established in the 1930s in the United States, Mercury has built a reputation for distinctive and stylish vehicles blending performance and comfort which continues to this day. In the Middle East, sales of Mercury products have exceeded 100,000 units over the last decade.