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Ford's Plan for Lincoln Starts to Emerge

Last year's Lincoln MKC concept was a preview of Lincoln's next move, a compact SUV based on Ford's Escape. It should hit dealers next spring. Photo credit: Ford Motor.

Ford's (NYSE: F  ) shining success on most fronts in recent years have made its stop-again-start-again efforts to revive Lincoln, its old luxury brand, a huge puzzle. Is Ford really serious about turning Lincoln into a top-notch global luxury brand? If so, why isn't the company making the same kind of big-bucks effort that rival General Motors (NYSE: GM  ) has been making with Cadillac? And if not, why not?

Ford's leaders have been fuzzy for a while about their plans for Lincoln, but a little bit of clarity emerged this past weekm when Ford design chief J. Mays shared some insight with the Detroit News. In this video, Fool contributor John Rosevear puts Mays' comments in context -- and explains what he thinks Ford really has in mind for its old luxury brand.

Ford's turnaround has already rewarded shareholders. But success with Lincoln is just one of several critical things that need to fall into place before for Ford's stock can soar. In The Motley Fool's special free report titled, "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.

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  • Report this Comment On September 01, 2013, at 10:12 AM, pbutler17 wrote:

    Got to tell you I am impressed with Lincoln! I am on my third MKX and it is a GREAT SUV. That's all I'll say other than take it for a test drive. I got my loaded with all the goodies and their two year leases are a killer deal. OPM!, I rolled it all into my payments and comparably to BMW, with its tiny driver compartment, and Audi too the financial comparison was a no brainier! I found it faster, quieter, and handled like a sports car with power! I only drive the AWD! Don't waste your money on less of a car, got test drive and find out like I did!

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