Ford is apparently not seeing the interest it had expected from buyout firms in the two British brands it has recently put on the market, Jaguar and Land Rover . The high level of interest that Ford saw for Aston Martin , which it sold earlier this year, hasn’t been matched.
Reuters is reporting that buyout firms Cerberus, Ripplewood and One Equity have all expressed some interest in Jaguar and Land Rover. But those three firms are significantly fewer than Ford saw looking at Aston Martin. Some of the potential suitors expected, such as Magna, Renault and Blackstone have all stated that they are uninterested in purchasing the brands, which Ford would like to sell as a package.
Jaguar is of limited interest because, despite a fresh, modern product line, the manufacturer has faced slipping sales and unprofitability for years. Land Rover has been profitable of late, but it isn’t seen as the halo brand that Aston Martin potentially could be. Neither brand has the depth and breadth of range that Chrysler had when Cerberus purchased it earlier this year.
