In with the old, in with the new

RADIO COMENTARY
Edward Lapham is editor of Automotive News.

Dec. 28 -- When the 300-horsepower Mercury Marauder muscle sedan debuts in a few months, it will have something very old: the classic Mercury Messenger logo.

The design, which features a likeness of the Greek god Mercury wearing a winged helmet, hasn't been used on a vehicle since 1958.

It is another in the string of heritage or throw-back cues that automakers are using to lure baby-boomers.

But the Mercury Messenger logo will be used sparingly, on just the wheels and seats. The current logo, which includes three bent lines that are probably supposed to look line an ``M,'' isn't going away.

It will still be used on other Mercurys, as well as on the trunk, grille and steering wheel of the Marauder.

Too bad.

You can reach Edward Lapham at elapham@crain.com

0

Shares

ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Newsletters