Honda has Acura, and Toyota has Lexus, so why can’t Mazda have a premium brand too? Now that Ford owns the Rover namesake, there is a distinct possibility that they will be using it for a luxury division of Mazda. You want bang for your buck, right? It would seem wasteful to let the Rover name “sit in a drawer collecting dust.”
Mazda has been doing quite well recently, and it might not be a bad idea to take advantage of a good situation. This way, Ford can try to capture more of the high-end zoom zoom market and pull themselves out of their current rut. At this point, this idea is little more than that: just an idea. But I think it’s a good idea.