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When Ford Motor Co. owned British auto icon Aston Martin, it marketed it as an exclusive luxury car. The new owners, Investment Dar, a Kuwaiti firm that purchased the nameplate last March, may have bigger plans.
Business Week that the company is working on new merchandising plans for the marquee and will open new centers in the UK, the Persian Gulf and possibly in the U.S. It is looking to cooperate, for example, with Mercedes-Benz on joint ventures ranging from engine exchange to new model development. Company execs said that they have also talked to LVMH’s Louis Vuitton and PPR’s Gucci on the possibility of creating branded merchandise.
Our take? Hopefully most folks will forget that Ford owned Aston. Other, we forsee comparison that read, "This is what Ford should have done...."
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