As anticipated, there has been little to no reaction from investors regarding the retirement of the Mercury name plate by Ford Motor Company (F). Given the resounding lack of identity which has surrounded the Mercury brand, eliminating the line seems like a prudent and timely move. Market share for Mercury has dwindled to less than 1%, and estimates put Mercury's portion of Ford's share price at something less than 2%.

Analysts estimate Mercury's value to Ford is approximately $1 billion, while the company on the whole is estimated to be worth approximately $38 billion. When given the fact that Ford expects to transition it's Mercury dealers into the Lincoln brand line, the fundamental value impact on Ford shall be essentially nonexistent. The company has declared that this inter-company transition shall not result in any job loss.

Almost as if it didn't happen, yesterday's late day selloff was negated today with a triple-digit DJIA gain ahead of Friday's key jobs data. Yesterday's late day sell off was not repeated today.

Here were today's unofficial closing bell levels:

Dow 10,249.54 +225.52 (2.25%)
S&P 500 1,098.38 +27.67 (2.58%)
Nasdaq 2,281.07 +58.74 (2.64%)

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I am amazed by my fellow mothers' equanimity. Here are the headlines, and they are coming steadily, dropping bit by bit over the days:

• Mercury found in a third of products with high-fructose corn syrup
• Peanut butter recall expands to Lärabar and CLIF Kid Organic ZBaR products
• Care for some mercury with your oatmeal?
• Whole Foods Market recalls "Whole Foods Carob Energee Nuggets"

What I expect is this: mothers will rise up en masse, toting signs and babies, marching on Washington, D.C. and Battle Creek, demanding that manufacturers start putting better ingredients in our food, and while they're at it, have the FDA take more accountability. And stop spending our tax dollars to subsidize the industry that's creating a health crisis in our country by pushing cheap sweeteners into everything!

MAJOR PAPERS:

• The Wall Street Journal reported that Ford Motor Company (NYSE: F) CEO Alan Mulally isn't done cost-cutting. According to people close to the situation, Mulally is considering more job cuts, selling its Volvo brand and closing the troubled Mercury brand.
• BHP Billiton Limited (NYSE: BHP) CEO Marius Kloppers strongly criticized Rio Tinto Plc (NYSE: RTP) and its CEO yesterday, the Financial Times reported. BHP Billiton has outperformed Rio Tinto in several areas, including share price appreciation and EPS growth, said Kloppers, adding, "On every metric I can envisage they [Rio] have been beaten."

OTHER PAPERS:

• According to the Economic Times, AT&T Inc (NYSE: T) is reportedly in preliminary talks with Malaysia's Maxis Communications about buying its 74% stake in Indian cellular phone company Aircel, sources said.
• The United Auto Workers union has rejected several "generous" benefit and wage proposals, according to American Axle & Manufacturing Holdings Inc (NYSE: AXL). In a statement yesterday, the Detroit News reported that American Axle said while tentative agreements had been reached on several issues, the UAW "repeatedly rejected" other proposals that were "considerably higher than the market rate."

Ford Motor Co. (NYSE:F) actually made money in the second quarter, shocking Wall Street which had expected a loss. The automaker also confirmed media reports that may sell its Jaguar and Land Rover businesses.

The company made $750 million, or 31 cents per share, compared with a loss of $317 million, or 17 cents, a year earlier, its first profitable quarter in more than two years. Revenue rose 6% to $44.2 million. Wall Street had expected Ford to lose 35 cents on revenue of $37.5 billion. Click here for the earnings release, here for the Wall Street Journal story, and here for the Bloomberg News story.

MAJOR PAPERS:

• Carl Icahn has predicted that the private equity market has peaked at the Wall Street Journal's Deal and Deal Makers Conference, reported the Wall Street Journal.
• Imperial Tobacco Group plc (NYSE: ITY) and CVC Capital Partners, a private equity firm, are both looking at Altadis, the leading maker of cigarettes in Spain and France, with a final price of over $17B expected, reported the Wall Street Journal.

OTHER PAPERS:

• Ford Motor Company (NYSE: F) is set to launch a new national incentive program today featuring no-interest financing for 36 months on all 2007 Ford, Lincoln and Mercury vehicles, signalling pressure for the company to sell vehicles, reported the Detroit Free Press.
• Bear Stearns Companies Inc (NYSE: BSC) has appointed Tom Marano, a leading executive and highly regarded mortgage-bond trader, to oversee the bailout of its hedge fund collapse, reported the New York Post.
• Bharti and Wal-Mart Stores Inc (NYSE: WMT) appear to be close to finally sealing a partnership, reported the Economic Times.

I've owned quite a number of cars made by the Ford Motor Company (NYSE:F) over time and they've all been good ones. I had a 1968 Galaxy which was as beautiful as it was a joy to drive. I've had several F-150's and there wasn't a loser in the bunch. My wife had an Escort which gave us a quarter million miles. If we had put new tires and front wheel bearings on it, I think we would have gotten another 50 thousand good miles from it, possibly more. It was a good, stout little ride. My wife still misses that car.

The reason I'm writing about Ford is to address a simple question. Why has Ford stock taken such a sound thrashing over the last two years? In 2004, Ford stock was happily playing around in the range of $12 to $16 a share. In 2005, a steady decline began. Ford shares had started '05 just in range of $14 but ended the year near a miserable $8 a share. The picture has not improved for 2006. After dipping as low as $6.06 this year, a bit of recovery has occurred, however unsatisfactory. Ford shares have nipped at $9.50 within the last 52 weeks but they rest at an uncomfortable $8.18 at the end of yesterday's trading. I've looked and searched and asked around. No one has provided a truly solid answer to my simple question of why Ford shares been beaten down so badly.

If no one can provide me sound reason why Ford stock is performing so poorly, then there's only one thing I can do. I must paint you a picture of why Ford's stock deserves better treatment, so here it is from me to you.