Ford's (NYSE:F) reinvention of its Lincoln luxury brand hasn't yet showed the conviction of General Motors' (NYSE:GM) all-out push to elevate Cadillac to the global top tier of luxury cars. But it's making some progress: After a difficult launch, the new MKZ sedan is getting some market traction -- and now Ford is gearing up to launch Act Two of Lincoln's renaissance, the MKC shown above.
But where is Ford going with Lincoln, and why? In this video, Fool contributor John Rosevear looks at the (very good) hard-headed business reasons why Ford should turn Lincoln into a thriving luxury brand -- and at whether Ford's moves so far are putting Lincoln on the right course for global success.
Fool contributor John Rosevear owns shares of Ford and General Motors. You can connect with him on Twitter at @jrosevear. 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.
More from The Motley Fool
Twitter Stock Upgraded: What You Need to Know
2018 could be the year Twitter turns profitable -- and Wall Street is getting excited.
Why RH Stock Rocketed 181% Higher Last Year
The upscale home furnishings retailer soared as management's strategy shift started to pay off.
This 11% Yielder Just Became a Bit Less Risky
Energy Transfer Partners LP is about to get a big cash windfall to pay down debt.