LincolnmkcconceptThe 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 FordĀ 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.

Fool contributor John Rosevear owns shares of Ford and General Motors. You can connect with him on Twitter at @jrosevear. The Motley Fool recommends Ford and General Motors. The Motley Fool owns shares of Ford. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.