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When VW use the ID brand for its EVs, Mercedes-Benz use EQ, Audi use e-Tron, why Ford cant use Mercury for its electric vehicles? The advantage is that the Mercury EVs can be sold at Ford and Lincoln dealers...

True, Ford could have brought back Mercury an EV-only range. (This idea probably sounded crazy 5 years ago but it now makes more sense)

In the recent decades till it was scrapped, Mercury had no identity. It was either like another trim for a Ford model or "Design option B" of an equivalent Ford vehicle.

Making Mercury an EV-only brand would have finally given the brand its own identity.
 

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True, Ford could have brought back Mercury an EV-only range. (This idea probably sounded crazy 5 years ago but it now makes more sense)

In the recent decades till it was scrapped, Mercury had no identity. It was either like another trim for a Ford model or "Design option B" of an equivalent Ford vehicle.

Making Mercury an EV-only brand would have finally given the brand its own identity.

They almost hinted at something like this with the Meta One concept too. That was a missed opportunity IMO, that was a handsome crossover and honestly wouldn't look out of place today.
 

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Mercedes-Benz- EQ
BMW- i
Audi- e-Tron

Why not Ford- M€rcury for its €lectric brand?
At least, for a while, Ford needs a separate brand for their new electric vehicles. Maybe some of them can go under the current line up ( Mustang Mach E, F series electric) , but for new vehicles, a new (or renewed) brand is better
 

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Mercedes-Benz- EQ
BMW- i
Audi- e-Tron

Why not Ford- M€rcury for its €lectric brand?
At least, for a while, Ford needs a separate brand for their new electric vehicles. Maybe some of them can go under the current line up ( Mustang Mach E, F series electric) , but for new vehicles, a new (or renewed) brand is better
The first EVs have to be high margin brands because they WILL be priced higher than comparable models. The only high-margin brands that Ford have are F-150 and Mustang. Lincoln doesn't qualify because the Ford mentality brooks no branding cachet greater than the name over the door. With F-150 an exclusive truck brand, it's only logical that Ford chose to make its first EV under the Mustang brand. Mercury's image, like Lincoln's is tarnished and would not support the price/volume balance Ford seeks.
 
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