Here is my "take" on what needs to be done for Mercury as the past history of Mercury being a re-badged Ford for the Lincoln/Mercury dealers of years ago...remember, Lincoln/Mercury "only" dealers are rarer than hens teeth, so Mercury has to find a niche within the Blue Oval without competing directly with the Ford brand or Lincoln brand. Mercury needs to revert to a "sub-line" status within the hierarchy to not only survive, but to thrive. Doing anything less would be a disservice to Edsel Ford...remember, Edsel contrived Mercury as a "go-between" for Ford and Lincoln...Edsel knew it then...if Lincoln is to thrive, it must accentuate the luxury and all the trappings available of the modern American car line. To just dress up Fords and put a different grille on them is not going to work forever, for Lincoln or Mercury. This is not to say that there can be some cost sharing of marques to keep the cars both profitable as well as cost effective.