Yesterday, we pondered which brand has most recently lost the plot. Today's plan was to have you ponder which brand is the most damaged. But why bother? We all know the answer. Hell, dogs know the answer. Mercury was created out of whole cloth to be Ford's entry-level-luxury division. Trouble is that seventy years down the line, Lincoln is FoMoCo's entry-level-luxury (and just barely). Leaving Mercury as… what? I have no clue. No one does. Seriously, what possible purpose does Mercury serve (for us, not Lincoln dealers)? Besides being an over-chromed Ford, does Mercury stand for anything? Put it this way, if Mercury fell in a forest, who'd give a shit? I don't know a single human being who owns a Mercury. Oh wait; I do. A dear friend of mine is a big noise in the Department of Water and Power's Union. When his Oldsmobile 98 finally (and literally) fell apart, he needed a replacement big American barge ("It wouldn't look good come election time if I showed up in a Japanese car"). A Grand Marquis with $9k on the hood was his for the taking. If he could've found a Crown Vic that cheap, he would've bought it. In summary, why hasn't Mullally dragged Mercury out behind the woodshed and put the division out of its misery? I mean, you heard anyone crying over Plymouth lately?
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