According to a report in The Sunday Times, Ford is exploring strategic options, which could see it sell a majority stake in the two car marques, while retaining a minority stake in both brands.
Land Rover, which retains Rainey Kelly Campbell Roalfe/Y&R for its advertising and MindShare for its UK media planning and buying, has seen strong sales and is still profitable. However, Jaguar sales have been struggling and the division has only made sporadic profits for Ford. Land Rover could be seen as a sweetener for investors considering buying Jaguar.
Ford held talks with rival carmakers including Renault, Hyundai and Peugeot about buying Jaguar earlier this year, but these came to nothing.
It has recently appointed the banker Kenneth Leet as an adviser to the chairman and chief executive Bill Ford Jr. Leet has a reputation as an expert in mergers and acquisitions, leading to the speculation that Ford was planning to dispose of some assets.
Ford bought Land Rover in 2000 from BMW in a 拢1.85bn deal, following the break-up of Rover after it was acquired by BMW. It has owned Jaguar since 1989, when it paid 拢1.6bn for the marque.
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