If You Miss the Old Ford, You'll Really Hate Its Latest Hire

Matt Posky
by Matt Posky
if you miss the old ford you ll really hate its latest hire

Ford Motor Co. has hired former Apple marketing guru Musa Tariq as part of its expanding need to make the case that it is a mobility company not simply an automaker. Taking the newly created position of vice president and chief brand officer, Tariq will help construct and differentiate the brand identify Ford is hoping to carefully curate for itself.

Cars were for your grandfather’s generation. We now have mobility solutions.

“As we grow our business, we’re also expanding our focus on and investment in building and differentiating our iconic Ford brand, which is known, loved and trusted around the world,” said Mark Fields, Ford president and CEO, in a statement.

“Our opportunity is to connect with even more consumers and stakeholders — some who never have done business with Ford before — through compelling and culturally relevant marketing and communications. Musa has led transformational work at some of the world’s most admired brands, and he is a leader known for challenging convention. We’re excited for him to bring his expertise, knowledge and passion to Ford.”

Most automotive companies have tossed around a roughly defined concept of mobility over the last few years. However, Ford took things a step further by developing a “Smart Mobility” arm to accelerate development on its connectivity, autonomous tech, extra vehicular devices, and car-sharing programs.

“Ford Smart Mobility and expanding into mobility services are significant growth opportunities,” said Fields

Expect to hear a lot more about mobility in slick and fastidiously drafted ways with the help from The Blue Oval’s fresh brand officer.

Before joining Ford, Tariq was Apple’s global marketing and communication director and the senior director of social media and community for Nike. He’ll report to Stephen Odell, Ford executive vice president, global marketing sales and service, and Ray Day, Ford group vice president, communications, starting on January 30th.

[Image: Ford Motor Co.]

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2 of 37 comments
  • IBx1 IBx1 on Jan 26, 2017

    Fcuk that noise and give me my manuals.

  • GoHuskers GoHuskers on Feb 10, 2017

    W. E. Demming would be proud, and Ford is spot on correct. Those businesses who are unable to figure out what business they are really in will die off soon. Reading some of the Luddite comments here are a real hoot!

  • Doc423 Well said, Jeff.
  • Urlik My online research seems to indicate it’s an issue with the retaining clips failing and allowing the valve spring retainers to come out. This results in the valve dropping into the cylinder.
  • EBFlex Typical Ford. For those keeping track, Ford is up to 44 recalls for the year. Number one recalled manufacturer (yet again) by a wide margin.
  • Lorie Did they completely forget the damn 2.0 ecoboosts that have the class action lawsuit? Guess those of us that had to pay out of pocket for an engine replacement for a fail at 76k miles are out of luck? I will never buy a Ford again.
  • Mncarguy I remember when the Golf came out and all the car magazines raved about it. I bought an early one in the mid level trim, brown with a beige vinyl interior and a stick. I must have blocked out a lot about that car, because the only thing I remember is one day with my wife and infant in the car, the brakes went out! I could use the parking brake and made it home. There must have been other issues (beside an awful dealer who felt like they were doing you a favor even letting you come in for service) because I swore I'd never buy a VW again. I did get a new Beetle and later a Passat. That's another story!