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I'm not sure I agree with the "marketing" theory that seems to be at play here. They are going to offer Fords with various options anyway, so is it too hard to put a "Mercury" label on a somehwat upscaled/trimmed Ford? No. IMO this adds some differentiation to the product line so if a customer wants to spend a few extra bucks for a shiney strip or fancy hubcap, let them have the option.
The problem with Mercury (and Pontiac, etc) is/was that the marketing geniuses decided they had to have a completely different factory, assembly line, and dealer network and that's way too costly....but absolutely not necessary IMO.
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