CEO Ulrich Bez could front an MBO of Aston Martin, reported the Murdoch Press today. This gives me confidence as well: Bez has led an independent company before (Porsche), has sufficient contacts in the car business, and can probably raise the £1 billion needed for the brand and facilities. And it was Bez that took Aston Martin to its current success, going for the luxury-brand marketing style, as opposed to its old-world craftsman approach, that the company has, and establishing its VH architecture.
   Earlier, I had hoped that if Bez stayed at Ford, he would be shifted to overhaul Jaguar, rather than see Ford’s investment in that brand go to waste with a sale. But if he wishes to lead an MBO and stay on Aston Martin’s board, then it will be good for the brand. Even if the luxury goods’ companies win Aston Martin, then they would be stupid to remove the good Doktor, a German who has proven he understands the company’s brand (and its differentiation, legends, soul and Britishness) with every step he has made there. Posted by Jack Yan, 22:23  permalink

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