Dearborn, Michigan – Ford Motor Company has announced changes to its Global Marketing organization that it said will create a more consistent and compelling connection with customers worldwide.
The company also announced that it has appointed Eleana Ford as director of Global Marketing, Sales and Service Operations, to lead the effort. Ford is currently executive vice-president of Ford Motor Credit Company Global Brand and Marketing, and will begin her new assignment February 1. She is the great-great-granddaughter of company founder Henry Ford.
The marketing approach follows consolidation of Ford’s global product development activities in 2006, and global purchasing operations in 2008. Within the next five years, all Ford vehicles competing in global segments will be common in North America, Europe and Asia, including Fiesta- and Focus-sized small cars, Fusion- and Mondeo-sized midsize cars and utility vehicles, and commercial vans.
In the newly-established role, Elena Ford will be responsible for driving commonality and standardization of marketing resources, enhancing the company’s brand image worldwide, driving greater presence of the Ford brand at global auto shows, and expanding the offering of Ford-branded licensed merchandise worldwide.
Ford expects that a globally integrated marketing launch, such as that of the new Focus that will be introduced simultaneously in North America, Europe and Asia in 2010, will result in millions of dollars of cost savings.