The popularity of the hybrid version of Lincoln's MKZ has surprised even Ford. Now, Ford is stepping up its advertising with a bold campaign that compares the MKZ Hybrid with Lexus. Photo credit: Ford Motor Co.
Over and over, we've asked: What is Ford (F -0.94%) thinking with Lincoln?
Ford says it's committed to making Lincoln a major luxury player. But building and sustaining a luxury-car brand takes a massive effort. Rival General Motors (GM -0.40%) is spending a fortune in an all-out push to make Cadillac a true rival to the German luxury leaders. We haven't seen anything like that level of commitment from Ford.
But this week, Lincoln launched a new ad campaign that compares the MKZ Hybrid with Toyota's (TM -1.98%) Lexus hybrids. As Fool contributor John Rosevear explains, the new ads are a bold move by Ford -- one that could signal a bigger commitment to the renaissance of the Lincoln brand.
