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Industry: Email Alert RSS FeedHow Ford bought, fixed Jaguar; Plans to buy Alfa Romeo and Saab didn't work out for Ford, but the carmaker got Jaguar - then the real work began.(Ford 100)
Automotive News Europe, June, 2003 by Wernle, Bradford
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Byline: Bradford Wernle
In the late 1980s, Ford strategists took a good look at the booming luxury-car market and realized they needed a global luxury brand to rival BMW and Mercedes-Benz. So they went shopping.
First on the list was Alfa Romeo. But Ford lost Alfa Romeo when Fiat intervened, with a little help from the Italian government. Fiat didn't really want Alfa, but didn't want Ford getting it either.
Next came Saab and Jaguar. Ford was negotiating to buy both luxury-car companies at the same time. But Harold "Red" Poling, then Ford chairman, decided Ford ...
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