"she" is also often used when referring to countries, though the only reason for it (and for vehicles) that I've found is tradition. English is strange.

I used a gendered pronoun in the second sentence to create mystery in the lede (if didn't already know it was about a company being sold when you hit the post, you don't mind out until further down) and go back to "it" afterward.

I am neither a sailor nor into classic cars but I refer to all boats and all vehicles (not just ones I own or feel affinity towards) as "she." Always, always, always.

"She's my baby" is a common expression for anything that you value highly - I could totally see someone referring to their company with female pronouns. Feels very natural to my ear.

Gendered pronouns for objects may be considered normal in those fields, but they are not considered normal in business.

I upvoted GP because I dislike seeing them used to refer to corporations.