In 2008, Ford sold the Jaguar brand to Tata Motors. For a number of years before this, Ford had been faced with large deficits. One contributor was the Jaguar line, which involved over US\$ 12 billion in sunk costs, including a purchase price of around US\$ 2.5 billion, with the rest coming from investments needed to upgrade the line and fix a quality problem. One of the strategic moves was to introduce a low-priced X car, which provided volume but seemed to affect the Jaguar image. What analyses should Ford have conducted before deciding to sell Jaguar? Would that have differed had the subject been another Ford brand, Volvo, which was profitable?