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Chicagoland Mercury Sable Buyers Can See Their Cars Built

9 February 2000

Chicagoland Mercury Sable Buyers Can See Their Cars Built

    CHICAGO, Feb. 8 -- Ever wonder how the windshield got fitted
on your car ... or how the engine made its way under the hood?  Chicagoland
Mercury Sable buyers soon will have the opportunity to check the production of
the new 2000 Sable up close and in person.
    Beginning in March, select Mercury Sable customers and prospects will be
able to visit the Ford Motor Company Chicago Assembly Plant on Torrence Avenue
to watch first-hand as the Sables roll down the assembly line.  This marks the
first time in the plant's history that customers will get inside the plant and
see cars built.
    "We're doing this to become an even more consumer-driven company," says
Dave Alden, Lincoln Mercury's Chicago regional manager.  "What better way to
show Sable buyers the quality that goes into each vehicle, while offering a
unique experience."
    Chicago Asssembly Plant Manager Ron Reaves says he is excited to play host
to the incoming group of Sable buyers.
    "Believe me, when that first group arrives at the plant, I'll be there
holding the door open for them," he says.  "I can't wait to show them the
dedication of our UAW-represented employees, the complexity of building a car,
yet the care that each of our employees uses while performing his or her job."
    The tours will be run on a trial basis designed to test consumer reaction
to the program.  The trial will last five weeks, with three tours per week,
made up of 20 consumers in each group.  The 300 consumers expected to take
part in the tours are welcome to bring as many family members with them as
they like.
    Mercury recently tested the tour idea on three groups of customers (both
Mercury and competitive owners) and received an overwhelmingly positive
response to the idea, Alden said.
    "Our focus group response was outstanding," he said.  "Many people who
live in and around Chicago know of our assembly plant, but they have never
before had the opportunity to visit the plant. They told us they would love to
have that opportunity, and we're equally pleased to have them."
    To get the word out about the tours for Sable buyers, Mercury will have
information and sign-ups available at the Chicago Auto Show, at the Mercury
display.  Additionally, Mercury plans to advertise on television and in
newspapers and will set-up an 800 number through a local vendor to coordinate
appointments.