Aston Martin, the most ‘quintessentially British’ brand (Sky News, 9 March) – and the most ‘iconic’ (monstersandcritics.com, 12 March) – came home this week.
The luxury car firm was sold by Ford to a UK-led consortium – which included private equity backing – in a £479m deal. And support was enthusiastic even from the non-British backers. ‘The dream for me was to own an Aston Martin, never to own part of the company’ (John Sinders, US banker, The Guardian, 9 March).
The T&G union welcomed the consortium’s commitment to British engineering and jobs, ‘and was willing to overlook concerns about private equity’ (The Guardian, 9 March). An intriguing development considering unions’ disapproval of PE groups.
So, was there a sting in the tail? Not even from Ford, which apparently accepted almost half the original asking price for the brand and retained a minority stake.
Ford said: ‘This announcement is good for Ford, good for Aston Martin and good for the UK’ (MotorTorque.co.uk, 12 March).
Ulrich Bez, Aston Martin CEO, purred: ‘This stage in our history promises to be the most exciting yet’ (Classic Driver, 12 March).
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow .