Driven
 
 
Text and Images: Anniruddha Jain
 
     
 

The last couple of years have been tough for car manufacturers in the United States. With the slowdown in the economy, rising gas prices, and changing consumer preferences, icons like General Motors and Chrysler have been forced into bankruptcy and have had to seek government bailouts just to be able to survive. Of the big three in the U.S, only Ford has been able to buck the trend, and has survived without the aid of government handouts. This has been possible due to their active restructuring efforts, which were in place before the market collapsed. As part of the restructuring process, Ford focused on rationalizing brands, renegotiating labor agreements, lowering leverage, and focusing on product development.

A key part of Ford’s strategy has been to improve its product portfolio so that it’s not dependent solely on light trucks (think Ford F-150) to drive growth and profitability. Ford’s focus on more fuel efficient technologies – particularly hybrids and EcoBoost engines – has played a major role in its resurgence.

We tested the Mercury Milan hybrid to get a sense of Ford’s hybrid technology, and also its SYNC driver communication interface that it developed in conjunction with Microsoft.

From the outside



Now, before you wonder what Mercury is, let me give you a little background on this brand, which traces its history back to the 1930s. Mercury was conceived in response to Edsel Ford’s (Henry Ford’s son) belief that there was a golden marketing opportunity to produce a line of vehicles that would fill the price gap between Ford and the more up market Lincoln brand. The vehicles would be large, stylish and modern – yet still economical. Edsel originally had many ideas about what to name his new vehicle line. After much deliberation, he chose the Roman God, Mercury – the fleet-footed, winged messenger, and God of commerce who symbolized dependability, eloquence, speed and skill. Since those early days, Mercury has sold millions of vehicles with sales in recent decades restricted to the United States. Today, Mercury vehicles are essentially higher trim specification Ford vehicles that have carved a niche among consumers looking for more understated luxury than found on similar Ford badged products.

The Mercury Milan is essentially a rebadged version of the highly acclaimed Ford Fusion that’s sold in the United States. The Milan is similar in size to a Honda Accord, and has clean lines that are the norm for cars in this segment. What really sets the Milan apart is its hybrid powertrain that gives it exceptional mileage. The Milan Hybrid utilizes a 2.5 litre, four-cylinder petrol engine that produces 156 horsepower and 136 pound-feet of torque. It’s paired with an electric motor that helps increase power output up to 191bhp and 166 lb/ft of torque.

From the inside

 
 


Get into the Milan, turn the ignition and you hear nothing! All you see is the instrument cluster light up with the speedometer needle doing a full pivot before it settles down. It’s a pretty nifty instrument cluster dubbed ‘Smart Gauge.’ It features a pair of color display screens that flank a traditional speedometer. The screens display a host of information and the driver can select one of four modes that provide different levels of detail on driving efficiency and car performance. One of the most innovative features actually measures your short-term driving efficiency using a budding plant as an indicator. As your driving becomes more efficient, more vines and leaves are displayed. Conversely, as your efficiency decreases, so do the vines and leaves. If you prefer, you can choose to see your efficiency in graph form. However, one needs to be careful not to get too distracted by these engaging images while driving!



The Milan is a spacious car, and has plenty of room upfront – as well as for passengers sitting in the rear. The boot, however, is small – a constraint that is shared by most hybrids since the batteries are stored at the rear. Having said that, the boot is big enough to swallow a couple of suitcases, and provides 11.8 cubic feet of cargo storage. The quality of the interior plastics is reasonable, and in line with what one expects to see in other mid-sized cars.

Our test car featured SYNC, the Microsoft developed interface that lets you voice activate your phone, music and navigation system. It’s a great system, which is highly intuitive and user friendly. SYNC, as the name suggests, let me play music from my iPhone through the cars’ speakers using a Bluetooth connection, which saves the hassle of connecting additional cables, etc. In the United States, more than half of Ford vehicles sold feature the SYNC system, and the company is now toying with the idea of offering it as standard fitment on all models.


On the road



Driving a hybrid takes some getting used to, and the Milan is no exception. Put the car in gear, step on the accelerator and batteries propel the Milan forward. In fact, the electric motor can propel the Milan Hybrid up to 47mph (75km/h) without starting the combustion engine. However, in reality it does this only if you’re accelerating very slowly. In normal driving conditions, both the petrol engine and the battery work in tandem to provide brisk acceleration. Although, if you’re in stop-start traffic, you can easily tweak your driving style so that you use only the battery power to maximize mileage.

In the Milan, the transition between battery power and engine power is seamless. And Ford has done a brilliant job in damping the engine, so that you barely hear it when it comes on and switches off. On the road, the Milan drives well with a comfortable ride. I did, however, find the brakes to be a little spongy. I suspect this is because of the electronic interface between the brakes and the battery, which charges the battery when the brakes are applied. Note that the Milan does not need to be plugged in to charge the battery. In addition to regenerative braking, a small part of the power from the petrol engine is also used to recharge the battery.

I spent a week with the Milan and drove it over 400 miles (650 kilometers) in varied conditions that included freeway travel, as well as city driving, and only consumed a little over half a tank of gas. On a full tank, the Milan has a range of approximately 700 miles (1,100 kilometers)! My observed fuel economy during the test was a very impressive 36 mpg (16 km/l).

Verdict



There is no doubt that Hybrid technology helps increase mileage significantly. It’s particularly effective in high traffic, slow speed situations where you can lean on the battery even more.

In the Indian context, hybrids are the ideal answer for commuting in traffic clogged cities like Delhi and Mumbai. Not only are they more fuel efficient, but they also spew out less pollution. However, their success will mainly be dependent on whether the government makes an active effort to promote them. In the US, the IRS (Internal Revenue Service) gives a tax credit to buyers of hybrid vehicles. Perhaps in India the answer could be to reduce import duties on hybrids so that manufacturers are encouraged to bring them into the country and, consequently, consumers have more efficient cars to choose from.

With the Mercury Milan Hybrid, Ford has proven that both advanced hybrid technology and clever cabin tech isn’t merely the preserve of the likes of Toyota and Honda. The American manufacturer could well be leading the way – surprising maybe, but true all the same.




Engine
:
2,500cc / in-line 4 cylinder / Atkinson Hybrid Engine
Fuel
:
Petrol
Transmission
:
CVT (Continuously Variable Transmission) / Front-Wheel Drive
Power
:
191bhp (combined)
Torque
:
166lb/ft (combined)
 
 
     
  Ford unveils
revolutionary
in-car gadgetry
     
 
Moving forward, one of the major differentiating factors in all cars will be its cabin tech – i.e. the cars ability to help the driver stay connected. Ford recently unveiled revolutionary technology in this regard, and has already won a number of tech awards as well.

Ford SYNC is a factory-installed, in-car communications and entertainment system developed in collaboration with Microsoft that allows drivers to bring nearly any mobile phone and digital media player into their vehicle, and operate them using voice commands, the vehicles steering wheel, or radio controls. To truly move the in-car experience to the next level, however, Ford has now unveiled ‘MyFord Touch.’

With the help of Ford SYNC technology and Microsoft, the company showcased its brand new plan to transform your driving experience – complete with a voice-activated dashboard, multiple USB ports, an 8-inch touch screen, and thumb-wheel controls that would make your car seem like a super computer on wheels.

The MyFord Touch system will replace the traditional car dashboard with two 4.2 inch color LCD screens that flank the speedometer, and an 8 inch touchscreen LCD that sits in the center console. To control both screens (consisting of phone, navigation, sound and climate), drivers will operate the two five-way switches on both sides of the steering wheel. To make control easy, each switch will have different colors for different functions. For instance, to control audio the switches would be red, followed by green for navigation, blue for climate control, and orange for the phone.

MyFord Touch comes loaded with some amazing technology. The entire system can be operated by voice command, and will also be able to read incoming texts aloud to the driver. The system will also feature Wi-Fi connectivity, and Ford has developed its very own browser for this – just plug in your keyboard to the USB port, put the car in park, and you are set to surf the Internet no matter where you are. Drivers can also send MapQuest maps straight to their car from any computer.

The system has two USB 2.0 inputs, an SD Card slot, and RCA A/V input jacks. The audio consists of AM/FM/CD, SIRIUS/XM satellite radio, USB-connected MP3 players, and memory sticks. It will also have song tagging capability via HD Radio Technology, allowing listeners to identify song information and store it for later use, browse tracks by artist, and scan lists of tracks with identical names. Ford is the first automaker to release this technology, which will elevate radio quality to a near-perfect CD-like audio experience.

With the creation of this app, Ford is leading the market when it comes to car connectivity options. By having the same system control your climate, music and navigation systems, not to mention link your phone and act as a Wi-Fi hotspot, Ford has totally completed the idea of the connected car. But the best part is that everything is designed to be upgradeable – so you wouldn’t have to buy a completely new head-unit for in-dash navigation or HD radio, it’s already there.

In the US, My Ford will be available later this year on the Lincoln MKX, Ford Edge, and Ford Focus, and will be in 80% of its vehicles by 2015. The Ford SYNC system is already programmed into 70% of new Fords. My Ford Touch will come standard on higher-end models, while a basic version, simply called ‘My Ford,’ will be available on other vehicles, which means that the system will not be exclusive simply to high-end cars.

Ford’s continuing commitment to deliver industry-leading solutions that enhance the driver experience and provide value to the consumer will certainly draw attention. In today’s day and age, high tech gadgets are a must, and having an enhanced in-car experience will be a major incentive when purchasing a new car.
 
 
     
 
 
 
     

     
 

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