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
Source: www.bing.com
