FSBO: Jaguar; Land Rover - Luxury Brand Autos on the Block

Washington DC June 15, 2007; The AIADA newsletter reported that CNN reports that recently, fabled car brands are going on sale like grapefruits in a grocery store.

First Chrysler went on the block with its Dodge, Chrysler and Jeep lines and was whisked away at a bargain price by Cerberus Capital Management.

Now, after months of vacillating, Ford has officially put Jaguar and Land Rover up for bid. It is clear that the auto industry is going through a once-in-a-generation rethinking of the principles that form the foundation of its business.

In the 1990s, luxury brands were seen as the ideal complement to volume manufacturers like Ford. They provided an upward migration path for customers and higher profit margins. But the Detroit Three failed to make a success of their luxury ventures.

Land Rover has traveled a rocky road while Jaguar has been nothing less than a money pit for Ford, consuming upwards of $10 billion. Perhaps there is a lesson here that has been absorbed by other automakers; they haven't been stampeding to make an offer. Click Here to see what groups Fortune magazine views as the most likely buyers of these brands.