Marauder Program Documents from Steve Babcock

Very nice to share this important history with the people who bought and supported the car for the getgo.

Well played! :up:
 
This stuff is just incredible. As someone who was 17 when they saw their first "modern" Marauder in person back in 2002, it was love at first sight and I knew I'd have one someday. But I was always a full size car fan; especially Panthers. I was driving my first Town Car my junior year. I really was a far cry from the target demographic. Lol. But in some of the traits of the target consumers; they really did nail what I always want out of a car and I suppose I did fit some of the lifestyle assumptions they made. Thanks for sharing; it was a really good read. Makes me wish more than ever they would've expanded on some of the things that were planned...I would've loved a manual Marauder.
 
fastblackmerc said:
The MM could have had:

  • Aluminum hood with power bulge or scoop
  • Potential supercharger
  • Aluminum decklid with integrated spoiler and LED CHMSL
  • Particial engine cover
  • Console mounted 6-CD changer
  • Baer/PBR brakes
  • Larger cross drilled & groved rotors with aluminum hats
  • Hedman / Borla exhaust
  • 4" drive shaft
  • Next generation tail lamps with intergrated backup lamps
  • Heated & cooled front seats
Click to expand...

Q: what exhaust did we end up with in '04?
 
RF Overlord said:
Same as '03.

I know OEM were Faurecia mufflers...it's never been mentioned who built the H-pipe or the rest of the system, but they were probably also Faurecia.
Click to expand...

Kevin Lambert told me way back in 2002 that they worked very hard on the exhaust and getting the sound just right.
 
Great history on our car... I remember when they came out and it was said the car was only built for the FEDS... LMAO
 
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.
 
MM03MOK said:
Here are the Marauder Program documents Steve mentioned at Marauderville! So nice of him to share this information with us!

The PDFs are searchable!
Click to expand...

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.
 
Last edited:
Bluerauder said:
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.
Click to expand...

Thanks! Yes, that was me. Very nice to meet you & your wife BlueRauder! Good Times man!
 
Big Mercur said:
Thanks! Yes, that was me. Very nice to meet you & your wife BlueRauder! Good Times man!
Click to expand...


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.
 
Bluerauder said:
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.
Click to expand...



Wow Charlie, something I've never read. Yup, I fit the profiles! [emoji4]


Sent from my iThrone using Tapatalk
 
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
 
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