Ford today raised a "for sale" sign over its Aston Martin brand to raise money for its other brands.
Aston Martin forms part of Ford's European-based group of prestige car firms that also includes Jaguar, Land Rover and Volvo and is known as the Premier Automotive Group.
The group has not lived up to the US firm's hopes, losing $162m (£85.1m) in the second quarter, at a time when Ford is struggling in its home market.
Ford last month said it would speed up its North American recovery programme. Launched in January, Ford's "way forward" plan entails axing 25,000 to 30,000 jobs and closing 14 plants by 2012 to pull its US operations out of the red.
"As part of our ongoing strategic review, we have determined that Aston Martin may be an attractive opportunity to raise capital and generate value," Bill Ford, the firm's chairman and chief executive, said in a statement.
He added: "The objective of any sale would be to position Aston Martin within a structure and resource base sufficient to allow it to reach its full potential, while enabling Ford to efficiently raise capital for its other brands."
Mr Ford called Aston Martin "the most logical and capital-smart divestiture choice" as the product line-up and dealer base of the niche firm remain separate from other Ford brands.
Aston Martin, which boosted its cachet by having its cars appear in the early James Bond movies, makes about 5,000 cars a year. They sell for up to $110,000 in the US, with some going for $175,000.
Mr Ford said the company had made no decision on whether to sell any of the other luxury brands, but signalled that Ford would keep them.
Aston Martin employs around 1,700 workers in the UK, in Gaydon, Warwickshire and Newport Pagnell, Buckinghamshire. Last month, the company celebrated production of its 30,000th car. Ford bought 75% of the company in 1987 and acquired full ownership in 1994.
There has been speculation that Jaguar could be put up for sale, but Mr Ford said the company was encouraged by Jaguar's progress.
Earlier this month, the company said it had hired former Goldman Sachs investment banker Kenneth Leet to explore strategic options for the company. Analysts have speculated that Ford could be preparing for asset sales, including Jaguar, or its financial arm, Ford Motor Credit.
