What to do with Edsel’s brand? This is a question no doubt being asked by many in the corporate halls of FoMoCo these days, and it is a question of great importance to many on this forum including 2B2 and myself…which is why this thread you are now perusing has been created.

Mercury, for me the mere mention of the name brings to mind images of the performance, class, and grandeur which guided the brand through its better years, brief as they may have sometimes been. The 49-51 coupe, the full-size coupes and sedans of 1964, and the first generation Cougar. Personally these three cars show in grand fashion why the brand was conjured in the first place. Mercury, when performing as it should, has produced cars that were far more than the simple sum of their parts. The question now is how to recapture what those cars brought to the marketplace, and how to do so in a way which is profitable, practical, and appropriate for the brand.

So for the automotive armchair quarterbacks of the world, here is your chance. You will get an eyeful of what 2b2 and I believe should be done with the brand, broken down year by year for reasons of simplicity and progression. However, what we really want to know is what you think should be done, and what you think of any and all ideas mentioned in this thread.

So bring your plans, your sketches, your renders…and most of all your wanna-be CEO A-game.