- Sep 18, 2006
Surprise! Ford buys Rover name from BMW
Why would Ford go out and spend more money when its North American operations are operating in the red? It looks to us like Ford is planning to sit on the Rover for a while. Clearly the automaker doesn't want the brand prestige of the Land Rover threatened by Chinese-built cars bearing the Rover name, and was left the choice of either buying the name now or allowing SAIC to scoop it up. Whether Ford will do anything with the Rover name in the future remains to be seen, but for now it will likely be put in a drawer and forgot about. However, with SAIC having invested millions of dollars in its quest to revive the Rover brand, Ford now has the Chinese automaker over a barrel. Though it claims it won't, Ford could end up selling the name to SAIC and turning a tidy profit.