Timing of Market Entry
BYD’s propose to enter the United State market by the end of 2010. BYD believes that under the current
financial and industrial conditions, there’s no better time to introduce BYD’s brand and quickly capture a
share of the US’ automobile pie. Moreover, with the growing prominent of hybrid cars, the quicker BYD
enters the market, the greater the extent it can exploit the first-mover advantage and really establish a
presence in the US’ hybrid car industry. The recent negative publicity with Toyota Prius is also beneficial
to BYD.
Background of Mercury
Mercury is an automobile marque of the Ford Motor Company which focuses on marketing entry level or
semi-luxury cars slotted between the regular Ford-branded models and the Lincoln-branded luxury
vehicles.
The Mercury brand is well known in the United States, Mexico, Puerto Rico, Europe and
throughout the U.S. Virgin Islands. Currently, all Lincoln-Mercury models on the market are based on
Ford platforms. Popular models under the Mercury brand include Mercury Milan, Mercury SYNC and the
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- Three '09
- lEUNG
- Ford Motor Company, Plug-in hybrid, bYd, Market Entry BYD
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