First, until such time as they can actually manage to slot Lincoln into the true premium tier a revived Mercury would simply further muddy already muddy waters as Ford already steps to close to Lincoln territory. Second, even once Lincoln if firmly entrenched in the true premium segment Ford is more than capable of serving both the entry level and near-premium segments. Regarding 2b2's desire to see an electric focused Mercury revival I'm against it because I don't see any value in separating the good will that would go along with those products from Ford itself.Ford Motor Company needs to realize that Mercury still can and should fill this slot in the company and it needs to return to fill it's role.
Ford should be built into a dominant entry-to-mid-level brand while Lincoln moves truly and uniquely upmarket. There is IMO little be gained from a third brand while the expense would be significant, a true lose/lose if ever there was one.
Thus my reply is as always: