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Ford Wants Iconic Car Brands Intact

The U.S. automakers has told parties interested in buying its Jaguar and Land Rover brands they may bid on the iconic British brands only if they don't close plants or move production overseas.

As today's deadline passes for prospective buyers, Ford is treading carefully in Britain, where it is viewed virtually as a domestic brand. It is the best-selling brand there, and Ford is eager to avoid doing anything to undermine its position.

"Ford wants to be seen as going with dignity where these brands are concerned," says Garel Rhys, director of the Centre for Automotive Industry at Cardiff University in Wales. "The private-equity market has to learn this is not an area where they are simply going to be set free."

Read the whole story at Detroit News »

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