Ford's Next Move With Lincoln: This SUV

The Lincoln MKC concept previewed a new premium SUV based on the Ford Escape's underpinnings. It's expected to arrive at dealers next spring. Photo credit: Ford Motor Co.

Ford's (NYSE: F  ) reinvention of its Lincoln luxury brand hasn't yet showed the conviction of General Motors' (NYSE: GM  ) all-out push to elevate Cadillac to the global top tier of luxury cars. But it's making some progress: After a difficult launch, the new MKZ sedan is getting some market traction -- and now Ford is gearing up to launch Act Two of Lincoln's renaissance, the MKC shown above.

But where is Ford going with Lincoln, and why? In this video, Fool contributor John Rosevear looks at the (very good) hard-headed business reasons why Ford should turn Lincoln into a thriving luxury brand -- and at whether Ford's moves so far are putting Lincoln on the right course for global success.

Ford's stock has had a good year so far, but there's still much more room for it to grow. Lincoln is just one of several things that need to fall into place for Ford before its stock will really shine. In The Motley Fool's special free report entitled "5 Secrets to Ford's Future," we outline the key factors every Ford investor needs to watch. Just click here now for your free report.

Read/Post Comments (8) | Recommend This Article (7)

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  • Report this Comment On August 30, 2013, at 10:24 AM, BigDennisC wrote:

    Close Lincoln down already. There are 3 vehicles in the portfolio and 2 are in desperate need of a refresh already. Adding a rebadged Escape (which is what we know it will be because the MKZ is a rebadged Fusion) wont save the brand.

    How Ford is handling Lincoln gives us a good idea of how cash strapped they are. GM brings out an ATS and XTS at the same time, then less than a year later has a revamped CTS coming out. Lincoln can only do 1 car every 18 months because Ford simply doesnt have the money to revamp their line up and create new cars.

    Ford may as well shut Lincoln down and save their cash to fix their Ford brand. Right now they are selling cars on gimmicks, but when GM is no longer under Government stock ownership customers will start to wake up and realize they get more for their money with a GM vehicle.

  • Report this Comment On August 30, 2013, at 9:24 PM, Jazzenjohn1 wrote:

    I suppose if Ford had decided to screw all their bondholders, all their stock holders, all their suppliers, as well as the taxpayers of both the U.S. and Canada by doing a government bankruptcy, they too would have the billions of dollars available to simultaneously develop several new cars at the same time and fix their Lincoln Brand.

    Ford may be fixing Lincoln at a more measured pace, but they aren't leaving a trail of broken promises, stolen dealerships and bankrupt people in their wake!

    The MKZ is no more or less a rebadged Fusion than the Lexus is a rebadged Toyota.

  • Report this Comment On August 31, 2013, at 12:00 AM, Fordretiree70 wrote:

    Thank you, Jazzenjohn1 ! My sentiments exactly !

  • Report this Comment On August 31, 2013, at 12:22 AM, yaovk wrote:

    the mkc looks like a lexus suv.

  • Report this Comment On August 31, 2013, at 2:08 AM, pissonit wrote:

    Take Cadillac for an example. What is the Escalade? Nothing but a re-badged Denali. When it comes to there cars, just put a Lacrosse and Impala chassis and a 'vette motor in a blender and what do you get? If you guessed a CTS, then you win a prize. If Ford can manage a better campaign for Lincoln, they're here to stay. Let's be realistic here, there's not to many domestic luxury models to choose from.

  • Report this Comment On August 31, 2013, at 6:53 AM, ABN2nds wrote:

    I know it's a rebadged Explorer, but Ford is clearly not the first to do this with a vehicle. I like the looks of it and if they keep it upscale enough, properly priced and marketed, it would sell well.

  • Report this Comment On August 31, 2013, at 10:20 AM, Captainraven wrote:

    The Ford Fusion has a look inspired by Aston Martin, Ford can't keep up with the demand. Ford should look to Jaguar and Land Rover design elements to invigorate the Lincoln brand.

  • Report this Comment On August 31, 2013, at 12:07 PM, bcweir wrote:

    Lincoln already has THREE products with the letters MK in its name and they couldn't think of something more original to call it?

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