Auto industry analysts tend to opine that Ford's Lincoln brand is not positioned to take on volume brands such as Lexus, BMW, and Mercedes. Those analysts expect that Lincoln shall be most effective simply continuing to slug it out with Buick, Cadillac, and Acura. Market share comparisons would tend to support this theory, but analysts may be underestimating Ford's future intent for the brand. With the company reshaping it's focus such that it shall no longer be pitting two of it's luxury lines against each other, the stage is set for a different, and more aggressive marketing approach for Lincoln.

Analyst consensus is rating Ford. as hold, yet target prices indicate an expectation that a sell off is likely. Overall, the picture provided by analysts indicates widely divergent opinions about where exactly the stock is headed.

If I held shares of Ford, I'd be completely comfortable in maintaining that position untouched. I'd only consider selling Ford shares right now if I had purchased those shares at $8 or less, and only if I needed the money to take advantage of a significant buying opportunity.

Gary Sattler does not knowingly hold positions in the companies he writes about.