Ford buys Rover name, now what to do with it? I know, use it!

Here's a surpise, I was just checking AutoBlog and there's a story about Ford exercising their option to buy the Rover name from BMW. When Ford bought Land Rover from BMW part of the deal gave them the option to buy and right of first refusal. Now why would they want to buy the name Rover? According to AutoBlog in order to preserve the good name of Land Rover, by preventing the Chinese firm that bought the remnants of Rover's bones. It makes sense, if a Chinese auto maker came to market with some cheap crap ( and lets face it that's what's coming) it could negatively impact the name of Land Rover.

So Ford spends a chunk of change to stop that damage. AutoBlog speculates that the next move could be for Ford to sell the name to the Chinese for a huge profit. And from an acounting point of view it could be a good move.

But I have a better idea, why not use the Rover name?

How about giving Jaguar, Land Rover, Aston Martin dealers a chance to diversify? Why not use the Rover name to import a new range into the US. How about some of those European Fords that are too expensive to sell as Fords in the US? How about the Ford Focus Coupe Cabriolet? How about the Galaxy or S-Max? How about a chance to bring some of the uniquely European Fords to the US and not run them through the "Dave" mill?

What do you think? I think it's worth a serious look. I know that Ford's having it's troubles now, but this is long term thinking. You have to look beyond this weeks cuts and to what's going to be in the future. That would be a Bold Move.