Columbia Premiere of Mercury Mountaineer, Milan: One Bucks Trend, the Other Sets One

WHAT: The Columbia debut of what Lincoln Mercury calls "The Safety & Style Tour" -- showcasing the 2006 Mountaineer and Milan production models, which won't be on sale until the Fall. Mountaineer bucks the trend in an SUV market fragmented by rising gas prices and the advent of car-based SUVs. For 2006, it is quieter, cleaner, more comfortable -- and less expensive. Stylish Milan taps into the hot consumer trend of putting personal stamps on purchases, and it offers a compelling value for midsize buyers with its combination of low price and rich list of standard features.

  The public is invited to see and drive new models.

  WHEN & WHERE   *  Monday, August 29 -- from 8 a.m. to 10 a.m.
                 *  Stivers Lincoln Mercury, 320 Greystone Blvd.,
                    Columbia (803-256-8313).

WHO: Laura Soave Stoppa, Milan marketing manager, will be on hand to speak on a range of related subjects, including the fierce loyalty factor of Mountaineer owners despite $2.50 gas, and how Milan took its customization/personalization cues from cell phones, designer M&Ms and build- a-bear. Of course, we invite you to get behind the wheel and experience the new vehicles for yourself.

  NEWS ANGLES:   *  Hard news: Mountaineer:  Bucks trend, more safety
                    features than any SUV, most loyal SUV customers.  Milan
                    has standard features that are either optional or not
                    even available with mid-size competitors' base products.
                    These are usually available only on luxury vehicles.
                 *  Lifestyle features:  Why mothers are most loyal
                    Mountaineer owners:  "There's nothing like the comfort
                    and security of all that size, strength and high
                    seating, especially when a big semi is barreling down on
                    you from behind in traffic."  Milan:  Inspired by
                    "personalization" craze - i.e., custom cell phones,
                    designer M&Ms, build-a-bear - with more interior
                    combinations than any popular-priced car; most
                    significant midsize Mercury in 20 years.

PRNewswire -- Aug. 25