GM, Toyota, and Ford hold the top three spots in the current market for sales.
The brands fill gaps between luxury and production models, for instance Mercury is branded as the economy version of Ford brands, where Lincoln is the luxury - Mazda and Volvo are specialty acquisitions. Ford could downsize by branding all vehicles under the Ford name, and eliminating lines of vehicles whose sales are slumped.
GM and Chrysler could benefit by doing the same. Trimming off the fat that doesn't work, rolling in all models that play well with the US and World markets, and producing lines of cars that the market wants and needs. This is the business strategy used by Toyota, effectively... brand one line of vehicles under the name TOYOTA. They still sell luxury style cars, such as the Avalon, at a price in line with their working business model.
The Republicans who are pushing for a filibuster on this bail-out - GO GET 'EM! Force the big three into responsible business models, streamlined operations, and superior products... that is how to survive, not on the backs of the taxpayers.