Since its launch in 1986, Honda's (NYSE:HMC) Acura brand has kind of occupied an in-between space -- more upscale than a mass-market brand, but not quite a true luxury brand, either. Lately, Honda has been hinting that it wants to change that, and it has an all-new ad agency ready to push Acura up the luxury scale.

Does this plan have a chance? In this video, Fool contributor John Rosevear looks at what it really takes to establish a true luxury-car brand and explains why observers -- and Honda investors -- should be skeptical of this latest effort.