Ford's S.O.S.

Today in the Seattle Times I found an article claiming that Ford is declaring a financial S.O.S. Announcing that it is intending to auction off a few of its luxury brand names. The intended brands that will be up for grabs are Jaguar and Land Rover, and Ford is hoping to make a pretty penny on these two brands. Ford intends to sell the brands for a mild $1.5- $2 billion dollars. This is not bad, but considering Ford bought them originally at $2.5 for Jaguar, and $2.7 for Land Rover this is not and ideal situation for Ford motor company. Even this S.O.S cry from Ford wont save them soon, considering the amount they burn in cash for Mercury and Lincoln brands nearly $14 billion this year.