Will the 2014 MKZ Help Ford Revive Lincoln?

Sales of the Lincoln MKZ Hybrid were up big in October. Photo credit: Ford Motor Co.

Investors have wondered exactly what Ford  (NYSE: F  ) has been thinking with its old luxury brand, Lincoln.

Ford executives have talked a lot about turning Lincoln into a thriving global brand, but so far it's been hard to see how that will happen. Rivals such as General Motors  (NYSE: GM  ) and Nissan  (NASDAQOTH: NSANY  ) have made very big, very visible investments to push brands like Cadillac and Infiniti up the global sales and profit charts. If Ford is making a similar effort with Lincoln, the automaker has been keeping it very quiet.

But Ford is making some progress with Lincoln. The old brand's U.S. sales were up sharply in October, thanks to rising sales of the MKZ sedan, shown above. As Motley Fool contributor John Rosevear explains in this short video, the MKZ could turn out to be the initial success that gives the much talked about Lincoln revival something to build on.

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  • Report this Comment On November 08, 2013, at 12:44 AM, rh33 wrote:

    The thesis here is that the Lincoln MKZ could be the beginning of the Lincoln's rise. I suppose it could, but it doesn't seem very likely to me. The MKZ is a dressed-up Fusion. It's a good enough car, but it isn't the kind that usually serves to give a luxury brand the respect and envy it needs. It sells cars, I think, to people who have wanted a Lincoln for a long time and now can afford one, but it doesn't usually make the numbers of people who covet a luxury brand grow. For that, it takes more.

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