Before I get to the emotional reasons Mercury needs to live on, I must talk about the more sensible reasons.
1) First and foremost it must be asked, why think about scrapping Mercury in the first place?What are the immediate reasons this speculation has turned frenzy?
This is a pretty simple answer a) Mercury has no stand-alone vehicle b) There is NOTHING in the product development line for Mercury c) Mercury adds nothing to the Ford lineup. These are all incredibly compelling reasons until you think about WHY they exist...because Ford has created them. If you put nothing in, you get nothing out. Let's compare this to something on a more individual level; I'm going to go to college to become a doctor, I wont go to class, I wont study, I wont even invest in purchasing books, but I will become a doctor. Of course I am going to FAIL. Ford has said we're going to make a mid-level brand without the investment of any effort, no money, no unique vehicles, heck not even anymore repackaged vehicles. It's no wonder Mercury has not been a success. But the well-received and selling Mariner and Milan show that there is a mid-level population that will buy products that are worth their time. And the upper-middle class soccer mom Mountaineer craze of the first half of this decade show that Mercury can indeed create better-than-Ford attitudes with its product.
2) Thinking toward the future, what would be left of Ford if Mercury died? And what would be the implications of this slimmed company?
Ford & Lincoln: Elimination of Mercury would leave Ford Motor Company with just two brands* from which to serve the entire automobile-buying population. Ford's recent success in regaining some of the loftiness and elegance of Lincoln Motors has undoubtedly created a gap between the Ford and Lincoln marquees. Elimination of Mercury would create a gaping hole for these mid-level customers to jump to other brands. Young professionals and young families looking to up-class their Fords but who aren't ready for the leap to the Lincoln brand would be forced to leave FMC showrooms with a good bet that they wouldn't be back to visit.
3) Edsel Ford's Legacy.
Edsel has 2 main legacies at Ford, a) The Edsel, infamous in biggest-flop lists everywhere b) Mercury. Edsel had no part in the creation of the car bearing his name, the flop it became, and the humor it provides at car shows everywhere. He did have a part in the creation of Mercury, as Henry had created the Ford brand for everyone, appropriately Edsel created Mercury as an entry to luxury for the upper-middle class he associated more with. But now Edsel has no control over the fate of his creation just as he did with the car bearing his name. It is possible for Mercury to succeed, but it will rely on others to polish Edsel's legacy.
4) Competition with Grandma's Buick and General Motors
If GM has Buick, Ford must have Mercury. Without something to compete with the other North American giant, sales will undoubtedly be lost to those looking for a first entry into the upscale market. Additionally, Mercury has had a much easier time convincing customers of its "cool" than Buick has had. Cars like the Mountaineer, Mariner, and Milan have shown that Mercury can create products tasteful to a younger segment. Buick has had a much more difficult time removing the "Grandma's" from the front of its name.
*Disregard being shown for both Volvo and Mazda, just following Ford's lead.
