Ford Reinforces Global Marketing
An important change is the appointment of Elena Ford, great-great-granddaughter of company founder Henry Ford as Director of Global Marketing, Sales and Service Operations. With a lot of marketing-related experience, Elena Ford has a tough task to accomplish: the implementation of the company’s “One Ford” marketing vision. She currently occupies the position of executive vice president, Ford Motor Credit Company Global Brand and Marketing but she will start her new assignment on February 1.
“Enhancing the Global Marketing organization is the next step in our One Ford vision to integrate Ford’s worldwide operations and leverage our scale and expertise,” Ford group vice president, Marketing and Communications Jim Farley said. “Elena brings a wealth of experience to the new position and is the ideal leader to drive a coordinated approach for our worldwide marketing efforts and speak with one consistent and compelling voice to customers.”
In addition, first Ford car to benefit from global coordination is going to be the 2010 Focus which will be introduced in North America, Europe and Asia nearly simultaneously. For the launching of the Focus, Ford is going to take into consideration their experience with the Fiesta, the company’s first global product under its One Ford vision.
“Our new products are being recognized for excellence around the world, and they are leading the competition in quality, fuel efficiency, safety and smart technologies,” Farley said. “Now, our job is to more effectively and efficiently connect these great products with our customers and build on Ford’s strength as one of the world’s most admired companies and brands.”
But don't imagine Ford is doing all these only to make its products look more attractive and sell more cars. In fact, the Detroit automaker strongly believes that a globally integrating marketing launch will help the company save millions of bucks.