Keith Crain is right ("Mercury deserves a better chance," June 2).
Drop Mercury? Not so fast!
In May, Mercury outsold Buick; Mercury outsold Cadillac; Mercury outsold Mitsubishi; it outsold Infiniti, and it outsold Audi. Mercury outsold Jaguar, Land Rover and Volvo combined.
With the product emphasis shifting away from trucks, Ford needs every car line advantage available. Mercury has a constituency that the Ford and Lincoln brands can't fulfill.
Creating salable products requires more than meeting key price points. Psychographic types exist — beyond demographics — individuals who wish something more exclusive than a Ford but find Lincoln pretentious or just too expensive.
Mercury was just awarded the top rating among domestic nameplates for initial quality by J.D. Power and Associates. Mercury has been starved for product, but a little imagination and ingenuity could alleviate that deficiency. Go, Mercury!