Marauder Program Documents from Steve Babcock

[Gerry24]

Great history on our car... I remember when they came out and it was said the car was only built for the FEDS... LMAO

[ace2184]

Little late to this, but I love all the information and a look at things behind the scenes. Makes me wonder if they would have gone through with the changes if the Marauder had stuck around longer.

[akr619]

At 27 years old I think I am in the wrong car but I bought it cause Murrica lol

[Bluerauder]

Here are the Marauder Program documents Steve mentioned at Marauderville! So nice of him to share this information with us!

The PDFs are searchable!

At Marauderville 14, someone asked Steve Babcock a question about the target audience for the original 2003-2004 Mercury Marauder release.

The full Customer Profile is in the fifth (5th) PDF down in the list in Post #1 of this thread entitled "Mercury Brand Positioning". EXTRACT shown below.


Customer
Target Customer - Demographics
Following is a demographic comparison of the Marauder target versus the current Grand Marquis customer. In order
to define the Marauder target customer, we analyzed customer demographics for vehicles such as Taurus and
Caprice which have offered both a performance and mainstream model (example Impala versus Caprice or SHO
versus Taurus). Additionally, our target customer demographics are supported by the selected needs based
segments.

Memo:
Marauder Grand Marquis Impala Caprice 300M B'ville
Age: 35-55* 70 43 58 52 54
Sex (% male) 80-85 74 72 64 60 55
Income ($): 60-80 51 61 51 86 63
% College Educ. 60 32 44 42 38
% Married: 65 83 80 76 78

* Marauder target customer would be 35-55, expected Marauder customer to be 45-55.
Source: NVCS

Target Customer - Needs Based Segmentation

Primary Target Segment - Men Behaving Badly
Looking for powerful aggressive, fast vehicle. Pro-American. Like to live on the edge. Vehicle is a reward and is
suited for a “mover and shaker”. Vehicle provides a great deal of driving pleasure. Not concerned with safety and
security, operating costs, easy entrance and exit, good value for the money.
Customer Snapshot: Listen to music on radio, like to rent movies, active, participate in sports, enjoy going out to
movies, dancing, outdoor activities or night clubs. May own a cell phone or boat, automotive enthusiasts. Many
are older singles and couples with children. High percentage of white collar.

Secondary Target - Want It, Buy It
This segment wants attention-getting design and performance and has the means to get it. Total and operating costs
are not a hurdle. Vehicle is a reward that sets them apart as movers and shakers. Vehicle is one of many toys and
they are self centered to the extreme. They are independent and want a vehicle to set themselves apart.
Customer Snapshot: Uses internet and email, technologically oriented, auto enthusiasts, baby boomer, highly
educated, male

Additional Target - Driveway Detailers
Want an attention-getting, but familiar looking vehicle. These vehicle enthusiasts have fallen in love with their car
or truck, and enjoy driving and taking care of it. Vehicle/driving/styling enthusiasts. Take a lot of pride in vehicle
and see it as a reflection of self. Classic styling is better than newer styles and they want power and acceleration.
Pro-American. 130+ miles per hour is important. These customers are independent minded.
Customer Snapshot: Listen to music on radio, automotive enthusiasts, single, male, younger.

[Big Mercur]

At Marauderville 14, someone asked Steve Babcock a question about the target audience for the original 2003-2004 Mercury Marauder release.

The full Customer Profile is in the fifth (5th) PDF down in the list in Post #1 of this thread entitled "Mercury Brand Positioning". EXTRACT shown below.


Customer
Target Customer - Demographics
Following is a demographic comparison of the Marauder target versus the current Grand Marquis customer. In order
to define the Marauder target customer, we analyzed customer demographics for vehicles such as Taurus and
Caprice which have offered both a performance and mainstream model (example Impala versus Caprice or SHO
versus Taurus). Additionally, our target customer demographics are supported by the selected needs based
segments.

Memo:
Marauder Grand Marquis Impala Caprice 300M B'ville
Age: 35-55* 70 43 58 52 54
Sex (% male) 80-85 74 72 64 60 55
Income ($): 60-80 51 61 51 86 63
% College Educ. 60 32 44 42 38
% Married: 65 83 80 76 78

* Marauder target customer would be 35-55, expected Marauder customer to be 45-55.
Source: NVCS

Target Customer - Needs Based Segmentation
Primary Target Segment - Men Behaving Badly
Looking for powerful aggressive, fast vehicle. Pro-American. Like to live on the edge. Vehicle is a reward and is
suited for a “mover and shaker”. Vehicle provides a great deal of driving pleasure. Not concerned with safety and
security, operating costs, easy entrance and exit, good value for the money.
Customer Snapshot: Listen to music on radio, like to rent movies, active, participate in sports, enjoy going out to
movies, dancing, outdoor activities or night clubs. May own a cell phone or boat, automotive enthusiasts. Many
are older singles and couples with children. High percentage of white collar.

Secondary Target - Want It, Buy It
This segment wants attention-getting design and performance and has the means to get it. Total and operating costs
are not a hurdle. Vehicle is a reward that sets them apart as movers and shakers. Vehicle is one of many toys and
they are self centered to the extreme. They are independent and want a vehicle to set themselves apart.
Customer Snapshot: Uses internet and email, technologically oriented, auto enthusiasts, baby boomer, highly
educated, male

Additional Target - Driveway Detailers
Want an attention-getting, but familiar looking vehicle. These vehicle enthusiasts have fallen in love with their car
or truck, and enjoy driving and taking care of it. Vehicle/driving/styling enthusiasts. Take a lot of pride in vehicle
and see it as a reflection of self. Classic styling is better than newer styles and they want power and acceleration.
Pro-American. 130+ miles per hour is important. These customers are independent minded.
Customer Snapshot: Listen to music on radio, automotive enthusiasts, single, male, younger.

Thanks! Yes, that was me. Very nice to meet you & your wife BlueRauder! Good Times man!

[Bluerauder]

Thanks! Yes, that was me. Very nice to meet you & your wife BlueRauder! Good Times man!

Yes, we had a great time in Cleveland but it was over all too quickly. Glad to meet you and your wife and lots of new faces at MV14. Hope to see you at Carlisle All Ford Nationals, 2-4 June 2017 in Carlisle, PA.

[justbob]

At Marauderville 14, someone asked Steve Babcock a question about the target audience for the original 2003-2004 Mercury Marauder release.



The full Customer Profile is in the fifth (5th) PDF down in the list in Post #1 of this thread entitled "Mercury Brand Positioning". EXTRACT shown below.





Customer

Target Customer - Demographics

Following is a demographic comparison of the Marauder target versus the current Grand Marquis customer. In order

to define the Marauder target customer, we analyzed customer demographics for vehicles such as Taurus and

Caprice which have offered both a performance and mainstream model (example Impala versus Caprice or SHO

versus Taurus). Additionally, our target customer demographics are supported by the selected needs based

segments.



Memo:

Marauder Grand Marquis Impala Caprice 300M B'ville

Age: 35-55* 70 43 58 52 54

Sex (% male) 80-85 74 72 64 60 55

Income ($): 60-80 51 61 51 86 63

% College Educ. 60 32 44 42 38

% Married: 65 83 80 76 78



* Marauder target customer would be 35-55, expected Marauder customer to be 45-55.

Source: NVCS



Target Customer - Needs Based Segmentation

Primary Target Segment - Men Behaving Badly

Looking for powerful aggressive, fast vehicle. Pro-American. Like to live on the edge. Vehicle is a reward and is

suited for a “mover and shaker”. Vehicle provides a great deal of driving pleasure. Not concerned with safety and

security, operating costs, easy entrance and exit, good value for the money.

Customer Snapshot: Listen to music on radio, like to rent movies, active, participate in sports, enjoy going out to

movies, dancing, outdoor activities or night clubs. May own a cell phone or boat, automotive enthusiasts. Many

are older singles and couples with children. High percentage of white collar.



Secondary Target - Want It, Buy It

This segment wants attention-getting design and performance and has the means to get it. Total and operating costs

are not a hurdle. Vehicle is a reward that sets them apart as movers and shakers. Vehicle is one of many toys and

they are self centered to the extreme. They are independent and want a vehicle to set themselves apart.

Customer Snapshot: Uses internet and email, technologically oriented, auto enthusiasts, baby boomer, highly

educated, male



Additional Target - Driveway Detailers

Want an attention-getting, but familiar looking vehicle. These vehicle enthusiasts have fallen in love with their car

or truck, and enjoy driving and taking care of it. Vehicle/driving/styling enthusiasts. Take a lot of pride in vehicle

and see it as a reflection of self. Classic styling is better than newer styles and they want power and acceleration.

Pro-American. 130+ miles per hour is important. These customers are independent minded.

Customer Snapshot: Listen to music on radio, automotive enthusiasts, single, male, younger.

Wow Charlie, something I've never read. Yup, I fit the profiles!


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[Ms. Denmark]

Yup, I fit the profiles!


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Me too! Well mostly...

[GordonB]

Mary,
Thank you for making the docs a Sticky.
All,
I bought 2 new and have NEVER had any regrets. Too bad Ford pulls the plug on advertising almost even before the official release in 2002! Never saw any ads in 2003 or 2004.

GordonB

[cmalo]

Terrible Information!

Chuck Malo

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[seabreeze]

Hi, this is Seabreeze, an original 2003 lease guy and 2004 owner. I worked with Steve Babcock on prior programs at Ford, but am seeing this “what it could’ve been” info for the first time. Very cool. And, understanding how Ford worked at the time, what ended up is a little different from the “point in time” program plans. Still. I am so glad they proceeded to approve what they did, as I have loved mine for 20 years.


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