Ford's Bold Move With Lincoln

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  (NYSE: F  ) 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  (NYSE: GM  ) 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  (NYSE: TM  ) 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.

Is Lincoln a secret to Ford's future?
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  • Report this Comment On October 11, 2013, at 8:43 AM, Jason87467 wrote:

    Ford has been very successful with their ads although grossly exaggerated. I guess it's

  • Report this Comment On October 11, 2013, at 8:46 AM, Jason87467 wrote:

    Ford has been very successful with their ads although grossly exaggerated.. I guess it's easy to fool the consumers today when most don't know much about vehicles. This story is an example of that.

  • Report this Comment On October 11, 2013, at 11:03 AM, TMFMarlowe wrote:

    @Jason87467: It's funny how you think of me as an expert when I'm saying good things about GM, but then disparage me as a know-nothing when I talk about Ford.

    John Rosevear

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