Bidding for the Jaguar and Land Rover labels has failed to ignite the level of excitement and the flurry of rival bids that surrounded the sale of Aston Martin earlier this year. Leading the charge in the latest Premier Auto Group sale is private equity firms Cerberus, Ripplewood and One Equity, but former bidders previously interested in Aston Martin have expressed no interest towards the latest sale.

Ford recently set a deadline for the bids, which must now come in by the 19th of this month, but these offers will be “a value ranging shot” revealed a source close to the deal. In March, analysts from Merrill Lynch valued the British carmakers at a combined $1.3 billion to $1.5 billion, reports Reuters.

Unlike Aston Martin, Jaguar’s financial results are dismal and show no signs of improving for next several years. Land Rover, on the other hand, is posting profits but doesn’t have the brand cachet that boosted interest in the Aston sale.