Ford unveils Mountaineer

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Ford Motor Co.'s Lincoln-Mercury division plans a major ad push beginning in May or June for the new Mercury Mountaineer sport-utility vehicle, unveiled Thursday at the North American International Auto Show in Detroit. Advertising for the Mountaineer, an upscale version of the popular Ford Explorer, will stress versatility and practicality while avoiding ad cliches of "the great outdoors," said Carl Bergman, general marketing manager. Young & Rubicam, Detroit, handles Lincoln-Mercury.

Also at the show, General Motors Corp.'s Oldsmobile division announced it will participate in the new Indy Racing League in 1997 with a racing version of its Aurora V8 engine. Steve Shannon, Oldsmobile general marketing manager, said participation in racing would bolster the Aurora's image for quality, reliability and dependability among import buyers, the brand's target group. Olds agency Leo Burnett USA, Chicago, is likely to create advertising related to the racing involvement once the program begins.

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