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Is Ford Serious About Lincoln?

Ford says it wants to turn Lincoln into a global luxury brand. But so far, it doesn't seem to be making the effort – or the investment – needed to make that happen.

By John Rosevear – Jun 27, 2013 at 7:00PM EST

Nearly everything that Ford (F +3.54%) 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, Fool.com 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.

Read Next

About the Author

John Rosevear
John Rosevear is a senior contributing Motley Fool auto analyst covering automakers and trends shaping the global auto industry. John’s tenure with the company spans 15 years covering auto stocks, mutual funds, and retirement investing. He is a former CNBC reporter who covered the future of autos, including electric vehicles and self-driving cars. Prior to The Motley Fool, he worked at Fidelity Investments in communications and investor education roles. He holds a bachelor’s degree in government from Cornell University. He once spent an entire day sitting on the floor of Peter Lynch’s office – with Lynch present.
TMFMarlowe

Stocks Mentioned

Ford Motor Company Stock Quote
Ford Motor Company
NYSE: F
$12.87
(+3.46%)+$0.43
General Motors Stock Quote
General Motors
NYSE: GM
$81.32
(+4.19%)+$3.27
Volkswagen Ag Stock Quote
Volkswagen Ag
OTC: VWAGY
$11.02
(+2.23%)+$0.24
Bayerische Motoren Werke Aktiengesellschaft Stock Quote
Bayerische Motoren Werke Aktiengesellschaft
OTC: BAMXF
$95.33
(-1.86%)-$1.80

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

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