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.]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
More by Matt Posky
Comments
Join the conversation
Fcuk that noise and give me my manuals.
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!