An Ebiquity Company

PR Week Echo Columns

2008|2007|2006|2005|2004

March 16, 2007

Aston Martin: Ford Sale, Return to UK

Rule Britannia! Possibly, one of the most "quintessentially British" (Sky News, 9/3), most "iconic" (monsters&critics.com, 12/3) and frankly one of the "coolest" (DeHavilland, 12/3) brands came home this week. This, made possible, with some hefty foreign private equity backing from the US and Kuwait. But, even among the non-UK backers, support was enthusiatic. "The dream for me was to own an Aston Martin, never to own part of the company. It's a dream come true," (John Sinders, US banker, Guardian, 9/3).

Even the unions were sangfroid, the Transport & General Workers Union welcomed the comitment to British engineering and jobs, "and was willing to overlook its concerns about private equity" (Guardian, 9/3). An interesting development given some very public union disapproval of private equity group Premira in recent weeks.

So, where was the sting in the tail? Not even from cash-strapped Ford, who apparently accepted almost half the orginal asking price, but retained a minority, yet significant, stake in the business. On announcing the deal, Ford said: "Today´s announcement is good for Ford Motor Company, good for Aston Martin and good for the UK" (MotorTorque.co.uk,12/3). Win-win-win. Ulrich Bez, continuing as CEO, purred: "This next stage in the company's history promises to be the most exciting yet" (Classic Driver, 12/3).

<< See All Press Releases

Latest Articles

Echo Research beats economic downturn with global expansion of 21% in a year

Echo Research, specialists in brand and reputation research, has appointed three new senior directors with global remits, in healthcare, financial and professional services, and also Group Finance Director.

Echo clients continue run of top global awards

Leading reputation analysts Echo Research have once more gained the highest distinctions at the industry’s awards for communications research and evaluation.