Aston Martin has played down reports it is to be bought by the owners of famous French design label, Louis Vuitton.

German magazine Autobild has reported LVMH Group – which counts Champagne giants Moet and watchmaker TAG Heuer among its portfolio of premium brands – outbid a number of interested parties, including a consortium led by Aston's current boss, Ulrich Bez.

But a spokesman for Ford's Premier Automotive Group – which owns Aston – said although there is a great deal of interest in the British sportscar maker, bidding is still ongoing.

Autobild published its report in today's issue, but did not reveal its source.

According to the article, Ford will retain a 15 per cent share in the Midlands-based manufacturer.