As Ford restructures to improve efficiency it is reducing its brand portfolio by selling those that do not share platforms with the core auto group. Aston Martin was sold last year and Jaguar and Land Rover are likely to be sold this month.As part of brand realignment, I believe it makes more sense than ever for Ford to eliminate Mercury and emphasize the remaining brands. Mercury has no apparent uniqueness and the cost to reestablish brand identity and then communicate it to consumers makes little sense for the U.S.-only brand. More...
