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With the planned discontinuation of the Mercury line, the nation’s 276 exclusive Lincoln-Mercury dealers are about to see serious changes to their business. That’s why Ford is hosting a meeting, its first in two years according to Bloomberg News, with Lincoln dealers to discuss their remaining brand’s future.

Ford is also expected to ask dealers to upgrade showrooms in advance of seven new Lincoln vehicles set to launch over the next four years, including the brand’s first compact.

Ford spokesperson Christian Bokich told Bloomberg the October 4 dealers' meeting will be “a real business discussion…not a pep rally.”

Actually, the conversation may not be as contentious as it looks on paper. Not only is the Lincoln line-up set for a massive overhaul, but Mercury owned less than 1% of the total North American vehicle market share. Meanwhile, Lincoln sales have increased nearly 5% over last year.