Here's what the Mercury brand image means to several Ford Motor Co. executives. Elena Ford, director of North America product marketing: "Modern design, smartly done." Bill Ford, CEO: "It really is a position between Ford and Lincoln. It's for a customer who wants something that is comfortable, good looking but also affordable." J Mays, group vice president of design: "An affordable Audi." Darryl Hazel, Lincoln Mercury president: "There are a lot of people who want a high-value product but don't want to be part of the mass market." Jim Padilla, Ford North America president: A Mercury customer "wants more in terms of styling, wants more in terms of comfort and convenience, and wants probably a little bit more in terms of powertrain. And they'll pay a little bit more."