So it’s not Jaguar, nor Land Rover but Ford is selling one of their brands, and for good reasons. In a press release today, Ford announced that they are looking to sell all or a portion of Aston Martin. The sale makes sense: the parts can’t be shared with other Fords brand and it has a completely different dealer network. The brand is also doing better than when Ford first purchased it, so it’s a perfect time to sell for a bigger return.
Not even a few hours later, we already know of two top luxury European firms bidding on the brand: Richemond (jewerly and watches) and LVMH (owns Louis Vuitton and Fendi brands). It’ll be interesting to see who else will show interest in the brand and who in the end will get it.