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Strategies & Market Trends : The Epic American Credit and Bond Bubble Laboratory

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To: mishedlo who wrote (69998)	9/20/2006 11:39:24 AM
From: regli	Read Replies (1) of 110194

The Rover name is a good name to have in Europe and especially in the U.K. In Europe, with the exception of Jaguar at the high end, Ford has no premium positioning for its regular line a la Toyota/Lexus. The Mercury brand does not exist there and it wouldn't be useful. Ford has lost a lot of prestige in Europe and it would likely cost them a lot more to build up a new premium branding strategy rather than purchase the Rover name. The Rover name in Europe/U.K. denotes sedan elegance and is not closely associated with Land Rover.

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