It may be a little dismissive to call them “nepo babies,” but Elena Ford and William Clay Ford III are being promoted to chief dealer engagement officer and general manager of the Ford Performance brand, respectively. In addition, Lisa Materazzo, who previously worked with Toyota, will join as the company’s chief marketing officer.
Together, the three of them are taking on what Ford describes as “key executive positions” that will help “accelerate its customers-focused Ford+ transformation,” and will help the company achieve its big plans for the future.
Elena Ford was the first woman in the family to take on an executive position at the firm, and was until this announcement the chief customer experience officer. Now, she will work with Ford’s dealer network to “accelerate their transformation into a competitive differentiator.“
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“I have worked hand-in-hand with dealers throughout my career, and I am excited to now partner with our 10,000 dealers globally to make our retail network a competitive advantage for Ford,” Elena Ford said. “Our dealers are the face of Ford with millions of customers, and part of the fabric of communities around the world. We can build on that strength through better training, deeper engagement and more diversity.”
Meanwhile, William Clay Ford III will take over Ford Performance as the company enters into F1 with Red Bull Racing, competes at Le Mans, and starts a new Mustang racing series. In his role, he will build it out as a business and a lifestyle brand, and will work with product developers, marketing, dealers, merchandise, and racing teams.
“Ford Performance is in a unique position to grow the passion for our brand throughout the world,” he said. “We have the best high-performance product lineup and the most exciting motorsport schedule that I have seen in my lifetime, with more to come. I’m excited by the opportunity to use Ford Performance to create new ways for our customers and fans to experience and love our brand, whether or not they own one of our vehicles.”
Former Toyota-Exec Joins Ford
Finally, Lisa Materazzo joins the firm after 20 years at Toyota, where she held key leadership positions at Scion and Lexus, and leaves a position as the central brand’s top marketing executive for North America.
Now, she will lead advanced product planning, as well as all marketing activities across Ford Blue, Ford Model e, and Ford Pro, its internal combustion, electric, and commercial divisions. She will also oversee Lincoln and Ford Performance.
“The automotive industry is going through a sea change with the electric and software transition, and the more I looked at the bold bets Ford is making on the future, the more I wanted to be part of this mission,” Materazzo said. “Great marketing can supercharge the Ford+ plan because we have the opportunity to win the hearts and minds of customers with seamlessly connected product, service, and ownership experiences that create brand advocates for life.”
