It is going to take years to rebuild the Lincoln brand and redesign the fleet. I was always intrigued by Mercury pickups which were marketed in Canada years ago. My idea is to rebrand the top tier F-150s as Mercury and distribute them through Lincoln dealers. I am sure there are standalone Lincoln dealers that would appreciate the opportunity to sell $50K pickup trucks. This would also resurrect an iconic American brand, Mercury, while not diluting the Lincoln badge with a truck.
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