Offer trucks at Lincoln dealers

By Pete A.

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.
Andrew S 03/28/2013
This business model doesn't work anymore.
Frank T 03/11/2013
I like the idea but think they should be branded as Lincoln. I'm sure many people would prefer to deal with their Lincoln dealership rather than have to go to the Ford dealership. Especially if they already have another Lincoln.