The popularity of the hybrid version of Lincoln's MKZ has surprised even Ford. Now, Ford is stepping up its advertising with a bold campaign that compares the MKZ Hybrid with Lexus. Photo credit: Ford Motor Co. 

Over and over, we've asked: What is Ford (NYSE:F) thinking with Lincoln?

Ford says it's committed to making Lincoln a major luxury player. But building and sustaining a luxury-car brand takes a massive effort. Rival General Motors (NYSE:GM) is spending a fortune in an all-out push to make Cadillac a true rival to the German luxury leaders. We haven't seen anything like that level of commitment from Ford.

But this week, Lincoln launched a new ad campaign that compares the MKZ Hybrid with Toyota's (NYSE:TM) Lexus hybrids. As Fool contributor John Rosevear explains, the new ads are a bold move by Ford -- one that could signal a bigger commitment to the renaissance of the Lincoln brand.

Fool contributor John Rosevear owns shares of Ford and General Motors. You can connect with him on Twitter at @jrosevearThe 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.