Nearly everything that Ford (NYSE:F) has done in recent years has worked out well. Hit products, big profits, and strong management decisions have been the hallmark of CEO Alan Mulally's rightly celebrated tenure.

But one part of Ford's plan still seems to be lacking: its efforts to elevate Lincoln to true luxury-brand status. In this video, contributor John Rosevear looks at what it takes to build a global luxury-car brand – and asks whether Ford is really serious about taking Lincoln down that long hard road.

Fool contributor John Rosevear owns shares of Ford and General Motors. 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.