Think of Lincoln-Mercury as an end-to-end line-up of premium cars. Mercury is the small, FWD group. Think C-car, maybe a B-MAV, C-Max variant, maybe a C-sports coupe/cabrio, or maybe a CD coupe. The Milan and Mariner may continue as well – but ultimately, it will probably have not more than four or so vehicles.

As for Lincoln, think larger and think RWD. There will be FWD in the line-up for a while, probably forever – even Lexus still has the ES – but the GRWD will underpin several Lincoln products in the future (unless something drastic changes).

SteveL

I would argue that it is a bit more than all that as there are some pretty decent powertrain and content differences between the top model Ford (Limited) and Lincoln models.

The MKZ has a V6 you can’t get in a Fusion, the forthcoming MKS has a powertrain you can’t get in the Taurus (which no one would mistake it for) and the (possibly) forthcoming Lincoln version of the Flex looks radically different from its lower-tier sibling.

As for the once-mighty Navigator, the ‘gator has enough retina-damaging chrome, suspension tuning and luxury goodies and whatever brand equity the big-ass Lincoln SUV still retains to set it apart from the Expedition

As for the MKS… the trim-level shot might apply here as I have a hard time seeing where five or six extra thousand dollars are hiding in it versus an Edge Limited.

Aaaand we shall never mention the Mark LT again.

Here’s an idea: don’t kill Mercury just rebadge every Lincoln I just mentioned a Mercury. Then take Lincoln waay upmarket. As in unique, exclusive platforms that ooze luxury and ostentatious, uh, ness. If Caddy is trying to be the Yankee version of BMW, make Lincoln fall somewhere between the Lexus LS, Jag XJ and Mercedes E/S Class. No SUV’s (like that’ll be a problem) just world-class, no compromise luxury cars

Currently, Ford neither has the will or the wallet to do so but I think this is how you could recreate three very powerful, very distinct, very desirable American brands.

C’mon guys, its survival time!

Rick Wagoner shouldn’t walk into a GM service dept’s customer waiting room with out a SEAL team for personal security.