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I did a quick change on my transmission this morning (8 quarts) with the new Mercon LV. You will definitely notice the difference in smell, It has a pleasant smell vs the SP. the literature on the containers state,
specifically developed by Ford Motor Company
recommended for use in automatic transmissions where Mercon LV is specified.
provides increased protection against deposits,rust, corrosion and wear
improved oxidation and shear stability
guards against transmission shudder and provides improved shifting at all temperatures
My price was $4.16 a quart which I think was less then what I was paying for the SP.