In my Top Gear Magazine for August, 2011, it says this about the Ford Mondeo: We like - $100k luxury for half the price. We don't like - $100k luxury with a Ford badge. I think this is the frustration that Ford Europe face. It makes cars that eat Mercs and Audis on value for money, but the former two have snob value badges. Are people that shallow? Yes, it seems. I would rather have a very fine Ford Mondeo, offering the quality of a car twice its value, than a snob brand offering scarcely anything more tangibly bar a whopping price tag.