He showed up to Thursday's Automotive News marketing seminar in Los Angeles ready to deliver a simple speech about Ford's success this year.
... And BAM!
Fifteen minutes before the speech, a news report goes out saying Ford is considering winding down Mercury.
Czubay's reaction at the lunch table: ''When I find out what's happening, you'll be the second to know,'' he told me with a smile.
Czubay had a tough job. He couldn't say anything even if he did know.
When asked about Mercury during the QandA after his 10-minute address, he toed the line: ''We have no change in our position. We are supportive of all three of our brands.''
But an interesting note: During his speech, images of Mercury vehicles were shown ... but the word never surfaced.