Organisation: Ford Motor Company

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News that Ford was selling Aston Martin, maker of the iconic car driven by 007, was met with an almost Bond-like insouciance in the media. Headlines were matter of fact: "Aston Martin revved up for sale (Daily Telegraph, 31/8), "Cash-hit Ford sells Aston Martin" (The Sun, 31/8), "Ford's licence to sell" (Daily Mirror, 1/9), and displayed no angst about the sale of "the supreme model of British automotive expertise" (The Business, 3/9). Indeed, some believed Aston Martin would fare better away from the Ford marque: "007 would promptly down a vodka Martini, shaken not stirred, to celebrate the release of the once-independent thoroughbred from the Ford Motor Company's financially troubled stable" commented www.warc.com(1/9). Foreign car manufacturers, Russian businessmen, private equity groups and its own management team were variously touted as future potential owners. "It is one of those assets where you might be surprised where the interest comes from" noted one analyst ( www.tiscali.co.uk, 3/9), amid predictions that Ford would get a good price for Aston Martin. "The irrational appeal of such a famous car will jack up the price. That irrational attraction rests on 007" commented The Business (3/9). Seems Aston Martin has given Ford a licence to make a killing.