Lincoln Mercury Refocuses Websites to Better Meet Consumer Shopping Needs

8 October 1999

       Test drive scheduling, access to competitor's data now featured

    IRVINE, Calif., Oct. 8 -- Determined to help consumers
through the entire process of shopping, buying and owning a new vehicle,
Lincoln Mercury today re-launched its web sites (http://www.mercuryvehicles.com and
http://www.lincolnvehicles.com ) to focus on delivering information that provides
truly relevant value to consumers.
    "Lincoln and Mercury buyers are increasingly more reliant upon the
Internet for information during their automotive shopping," said Deborah Wahl,
Marketing Communications Manager for Lincoln Mercury.  "Our redesign of the
web sites elevates the usefulness of the sites while making it extremely easy
for consumers to find the information they need in a dynamic mode."
    The web sites aim to help consumers through the entire process of
shopping, buying and owning.  Changes to the sites were developed to
accommodate the specific needs of the consumer depending upon which shopping
stage they're experiencing.  Underscoring the company's confidence in its
vehicles, the revamped sites also offer access to third party data, allowing
consumers to competitively compare features, specifications and pricing via
carclub.com .
    For those early in the shopping process, each site offers a quick overview
of each product in only a few clicks.  For those who prefer a thorough visual
review of a product, Lincoln Mercury has added Macromedia Flash(TM) movies,
providing an engaging overview of each vehicle.  As an easy and logical next
step, consumers can then click for detailed specifications and features.  If
consumers want to take it to the next step, they can even electronically
arrange a test drive at their nearest dealer.
    "For the first time, Lincoln Mercury is moving from being a manufacturer
online to a champion for the consumer," added Eric Weaver, managing director
of Brand Dialogue, the interactive division of Young & Rubicam, Inc. that
helped redesign the two sites.  "We're continually looking at ways to
facilitate the Internet shopping process for automotive consumers.  These new
features help consumers get the exact information they need while avoiding
information overload."
    Lincoln Mercury, based in Irvine, Calif., markets the full line of Lincoln
and Mercury vehicles.  The Lincoln line includes Town Car, Navigator,
Continental and LS.  The Mercury product line includes Cougar, Sable, Grand
Marquis, Mountaineer, Villager and Mystique.