They need to up their build quality and their quality control a bit, and keep holding on to their extremely brand loyal light and medium duty pickup truck buyers,

Getting a credible and enduring "Halo" (luxury) brand is going to be pretty tough, (FoMoCo is struggling with its Lincoln brand here also) with the competition from Germany, and the aggressive brands like Hyundai and Kia from South Korea that are breaking into that segment too in America..

They can still compete.

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1991 560 SEC AMG, 199k <---- 300 hp 10:1 ECE euro HV ...

1995 E 420, 170k "The Red Plum" (sold)

2015 BMW 535i xdrive awd Stage 1 DINAN, 6k, <----364 hp

1967 Mercury Cougar, 49k

2013 Jaguar XF, 20k <----340 hp Supercharged, All Wheel Drive (sold)