Unfortunately, for its market share, Ford still has one too many brands. There is simply too much competition nowadays for Ford to be competing against itself. Mercury is just too similar to Ford in style, as it muddles the picture and confuses potential customers.
Ford needs clarity and distinction for each of its brands. Ford and Lincoln can each stake its respective claim, after Mercury follows Oldsmobile and Plymouth to car heaven, by Ford moving slightly upmarket, and Lincoln moving slightly downmarket.
In today's automotive market, there is no longer room for the so called middle ground. Ford/Mazda/Lincoln/Volvo sounds about right to me. I trust Alan Mulally is on the correct path for Ford's long-term survival and hopefully eventual growth.