Members of Ford Motor Co.'s founding family are discussing the sale of part of their controlling stake in the money-losing automaker, The Bloomberg News reported on Monday.

The report quoted three people with direct knowledge of the talks as saying that Chairman Bill Ford has briefed directors on family members' views before the annual shareholders meeting last week.

At a gathering last month, some family members urged that investment bank Perella Weinberg Partners be hired to advise on a share sale or alternative strategies, the report added.

Ford, the second-largest U.S. automaker, lost a record 12.6 billion dollars last year, and the shares have plunged 74 percent since 1999. The family owns 71 million Class B shares, extending the power it has held since Henry Ford founded the company in 1903.