Ford Taps Apple Executive as New Branding Chief
January 24 2017 - 10:42AM
Dow Jones News
By Christina Rogers
Ford Motor Co. has tapped a top Apple Inc. executive as its new
branding chief, the latest in a series of auto-industry outsiders
hired by Chief Executive Mark Fields as the company seeks to
diversify beyond its core auto-making business.
Musa Tariq, who was global marketing and communications director
for Apple's retail division, will start a newly created post of
chief branding officer at the auto maker on Jan. 30. An elected
officer, the 34-year-old Mr. Tariq will report to both marketing
chief Stephen Odell and head of communications, Ray Day, the
company said Tuesday.
The move comes as Ford seeks to shake up its 113-year-old
business model and move into new transportation services that can
help reduce its reliance on the auto industry's boom-bust
cycles.
In recent months, Ford has announced a slew of new ventures,
including the purchase of a van-shuttle service and a partnership
with a bike-sharing firm. This year it plans to boost spending on
this effort, with company executives warning the heavy investment
will dent earnings near-term.
Mr. Fields is using Ford's near-record earnings to add new
layers of management to further the company's push into new
services at a time when consumer attitudes toward car ownership are
changing and many are looking for alternative ways to get
around.
Mr. Tariq, a branding expert once responsible for crafting new
retail initiatives at more than 490 Apple stores, will be charged
with building and differentiating the Ford brand world-wide. He
steps into his new role as once-surging demand for cars and trucks
in Ford's core U.S. market begins to cool, following
two-consecutive years of record sales.
The No. 2 U.S. auto maker is also trying to increase sales and
market share in China, where it as a relative latecomer to the
market still lags behind crosstown rival General Motors Co., and
build on its recovery in Europe, long a money-losing region that
recently returned to profitability.
"Our opportunity is to connect with even more consumers and
stake holders -- some who never have done business with Ford
before," Mr. Fields said in a statement.
Write to Christina Rogers at christina.rogers@wsj.com
(END) Dow Jones Newswires
January 24, 2017 10:27 ET (15:27 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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