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.]