...in retrospect, very clear why Mrs. DeT would have nothing to claim or do with the Jorda marketing campaign--that what I read from her nephew, she wasn't even flattered. That yes, the identity and name had been traded as property, but the thing that she helped to create (the part that we enjoy in our cars) is not the same thing as the bespoke car makers of today.
Maybe the motivations were in fact to glorify the DeT name, but likely it was just more about the value of a brand...