I truly believe that Ford needs a mid-level brand between the Lincoln and Ford brands. I was critical of Ford for killing off Mercury. Yes, I owned many Mercury models over the years staring with a '56 Montclair that I bought in my Jumior year at College and kept for many years finally selling it in 1984. I owned Ford s and Mercurys my entire life and honestly feel Ford is missing out without having the Mercury brand. GM is having a huge success with it's Buick brand and many feel mid level brands is where buyer sentiment is at.
So, would it be worth bringing back Mercury, or is it too late?