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Ford buys Rover name

Viknesh Vijayenthiran

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Vik is an Editor at High Gear Media and contributor for a number of sites within the High Gear Media network. He was a co-founder of... More

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Ford buys Rover name

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We had to check it wasn’t April Fool’s day when we read this announcement. After all the talk about Ford’s Way Forward, it seemed strange that they would now consider building cars under the Rover nameplate. Digging deeper in to story, it’s clear that Ford is only buying the Rover nameplate to continue building Land Rover vehicles, which Ford bought from BMW back in 2000. As part of the deal in 2000, Ford had the option to buy the brand, which they’re exercising. "We feel it is in interests of our Land Rover business to have the Rover brand. We are acquiring it and we're not looking to sell it. We believe it is a valuable asset for us," a spokesperson for Ford’s Premier Automotive Group said.