Almoayyed Motors, the Ford, Lincoln and Mercury importer-dealer in Bahrain, unveiled the all-new 2007 Milan, bringing the first vehicle from Mercury in the midsize-sedan segment in more than a decade.
The exciting new model is set to bring new energy and customers to the Mercury showroom with its style and class-leading as well as segment-exclusive features. Mercury Milan adds an upscale and expressive five-passenger mid-size sedan to the Mercury lineup. Milan comes in the base and Premier models.
"Milan appeals to new, younger customers by translating Mercury's new identity into a spirited sedan entering one of the industry's most hotly contested segments," commented Mohammed Mehio, National Sales manager, Bahrain, Qatar, Oman and Levant markets.
"The new Milan promises to attract a different customer to Mercury dealerships, the brand's most youthful audience will be drawn to the upscale design, premium interiors and spirited driving dynamics that define new Mercury products," added Mehio. "These savvy customers want all of this without the luxury price tag, and we know they will enjoy this great new product."
Venkatesh Goud, general manager of Almoayyed Motors, said: "Milan adds value and excitement to the Mercury line up and is certainly going to create more interest from the Bahraini youth in the Mercury brand. The midsize-sedan offers the utmost in comfort and appearance yet within the discerning customer's budget."
Awards and RecognitionsThe Milan is no stranger to awards as it has received substantial recognitions since its debut. Milan topped its category for reliability in the latest survey by US-based Consumer Reports, where it scored above the Honda Accord and Toyota Camry for reliability.
Moreover, the Milan won the Auto Pacific 2006 Vehicle Satisfaction Award for mid-size cars, which is a highly respected award that measures unbiased opinions of owners about their new cars.
Expressive Exterior: Sleek and modern form breaks mid-size moldThe all-new Milan injects spirit into the sedate sedan scene by wrapping Mercury's new metropolitan identity - first established by the 2002 Mountaineer - around a well-proportioned mid-size sedan. Mercury's new sedan draws design inspiration from large, modern cities that advance design, fine arts and architecture much like the vehicle's namesake Milan, Italy, did in the 19th Century.
The Milan's exterior features Mercury's signature cues - the dramatic waterfall grille, clean lines, distinct rear treatments, satin aluminium finishes and attention to detail - that accentuate its long wheelbase and dynamic stance.
The instantly recognizable Mercury grille is precisely set between wide headlamps that wrap up over the sharply creased front fenders. A satin aluminium finish adorns the grille; Mercury badges and lower front fascia trim, creating visual jewellery that emphasize the distinctive, clean design. The bright chrome beltline visually stretches the car to highlight its length.
The body sides are clean and chiselled, allowing the car's length and its large and uniquely designed wheels to establish a strong visual profile. In rear view, Milan features standard light-emitting diode (LED) tail lamps that send a clear signal of the car's technical precision.
Milan brings a fresh flair to the interior design of mid-size cars by carrying the exterior's modernity and clean surfaces through to the cabin. The engineering team's relentless pursuit of a quiet cabin reinforces the premium design precision and craftsmanship. Advanced aerodynamics computer modelling, a solid structure and strategic use of sound-deadening materials contributed to reduce noise, vibration and harshness (NVH) to help continue driving customer satisfaction long after first impressions subside.
Its interior is comfortable and secure, distinguished in look and feel, and technical in its precision.
Milan uses upgraded materials throughout its interior; such as leather seats and either Satin Metallic or Wales Mahogany wood trim finishes. One element that sets Milan apart from most mid-size sedans is the availability of two-tone leather seating surfaces with contrast stitching.
In addition to carrying people in comfort, Milan makes quick work of cargo with easy-to-use and flexible storage spaces that facilitate multiple errand runs in large cities. Its roomy 15.6-cubic-foot trunk boasts a flat load floor and low liftover height as well as compact decklid hinges that won't crush boxes or groceries. What's more, the rear seats feature a standard 60/40-split and fold-flat function with spring assist, allowing pass-through access to handle extra-long items and provide best-in-class storage space.
Nimble and agile: Chassis designed for ever-changing city-driving conditionsMilan's driving dynamics reinforce the car's well-proportioned stance and help customers negotiate ever-changing traffic environments. Milan's CD3 architecture is 12 percent stiffer than the base architecture, providing a solid foundation for responsive ride and handling as well as a quiet cabin designed to survive miles of punishing, pockmarked roadways.
Milan rides on a sophisticated short- and long-arm front suspension that features double ball-joint lower control arms and coil-over shocks. The multi-link rear suspension performs like a double-wishbone setup. These sophisticated designs limit lateral forces on springs for increased ride comfort and control to help absorb road imperfections like potholes.
Milan's rack-and-pinion steering system provides quick and confident control to help drivers avoid hazards altogether. Engineers mounted the steering gear on a front sub-frame to isolate any potential noise or vibration. At all four corners Milan is equipped with large disc brakes tuned for precise, controlled stops in everyday or emergency situations.
Safety: A Mercury standardMilan's competent, well-balanced chassis also helps drivers avoid accidents. The Milan features a comprehensive safety package with advanced high-strength steel construction and as many as six available air bags.
The safety and security package is standard on all Premier models, and optional on the base models. The package provides side-impact air bags for the driver and front passenger, side-impact air curtains for first and second rows, and an anti-theft perimeter alarm system.
Additional standard advanced safety technologies on all models include Ford Motor Company's Personal Safety System with dual-deployment front air bags, driver-seat position sensing, crash-severity sensing, energy-absorbing safety belts and load-limiting retractors.
Milan also meets stringent new side-impact tests. Milan's B-pillars are made by welding two blanks of steel end-to-end, which results in a stronger top of the vehicle and a more flexible bottom. This facilitates energy absorption during a crash below the level of the occupants. The strong steel structures at the torso level and above help prevent intrusion into the passenger compartment.
Clean and potent: 170-hp Duratec 23 I-4Milan is equipped with a 2.3-litre Duratec 23 inline four-cylinder that provides 170 horsepower flowing through a five-speed automatic transmission. A fuel-efficient engine that burns fuel cleanly, the Duratec 23 will qualify for Partial Zero Emissions Vehicle certification in California.
Great value: With distinct style, premium featuresAll Milan models feature a six-way power driver's seat, a CD-equipped audio system, an analog clock, remote keyless entry, power windows and locks, and power exterior mirrors.
Transforming Mercury internationally: Continuing the brand's growthMercury's global renaissance has hit full stride beginning 2005 as the brand's design-led transformation spreads across the entire line-up. Milan enters Mercury's burgeoning Middle Eastern showroom alongside the Mountaineer, Monterey and Grand Marquis.
Milan is designed to be the youngest Mercury vehicle, targeting customers between 25 and 35 years of age. Attracting these new buyers is a key component of the growth strategy driving the Mercury brand.
-Ends-
© Press Release 2007
