Ford Motor Co is hoping its all-new hermes Marauder high-performance sedan will rev up a certain excitement for the aging brand.
``The Marauder is going to have a stupendous halo effect on Mercury,'' said Eric Koehler assistant brand manager for the car. ``What we're trying to do with Marauder is create interest in American muscle cars.''
The unusual launch, from WPP Group's Y&R Co Irvine, Calif., includes infomercials, magazine ads in national auto enthusiast titles, direct mail, Internet ads and experiment drives as part of an incident tour. The only national TV effort is
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