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Originally Posted by SCOTT27  BMW still consider Land Rover a worthy asset . But I proposed the question today to colleagues in Munich whether BMW might reaquire their previously missed asset ?
Unfortunately because Ford has merged Land Rover and Jaguar operations together they are frankly joined at the hip meaning you cannot have one without the other. The solution was to be as what Ford originally had to do - purchase Jaguar engines (as Ford had to purchase BMW engines) until re-engineering was done to allow Land Rover to utilise BMW engines again .
But BMW do not want to touch Jaguar the financial situation is too complex and would need serious cash injections to put Jaguar on a steady road to recovery.
With Land Rover . BMW always considered an "Icon"portfolio to line up withBMW's products... BMW on one side . and then the icons MINI - Range Rover and Rolls-Royce. And of course there was plans to add Aston Martin to the portfolio aswell - British traditionalists would shudder at the thought of this.
But it was not to be ... |
It would be great to see BMW running Range Rover again but they really have no need for it because they already compete in that market with their own SUVs. BMW have shown enourmous talent and skill at making the most from their British brands. Although many were very unhappy with BMW buying Mini and Rolls-Royce, I believe it was the best thing that could have happened for them. Those marques were on death row -- BMW rescued them.