Dive Brief:
- FordDirect, the joint venture between Ford Motor Co. and its franchised dealers, has appointed industry veteran Tracy Noonan Fred as its new chief operating officer, the company announced in a Jan. 14 press release.
- Fred will oversee the daily operations of key business segments at FordDirect, including the teams dedicated to product and product development, dealer engagement, marketing, analytics, data strategy and enterprise operations.
- "Tracy brings incredibly valuable experience from our industry to FordDirect," said FordDirect CEO Chris Thornton in a statement. "We are excited to welcome her and absolutely convinced that she is the right person to position FordDirect as an even greater strategic advantage for Ford Dealers, Lincoln Retailers, and Ford Motor Company."
Dive Insight:
Fred will work closely with Thornton in the new role to integrate digital strategy, data and technology to deliver marketing and advertising solutions for Ford and Lincoln dealers, per the release.
Thornton was appointed as FordDirect’s new CEO in November, replacing Dean Stoneley, who assumed a new leadership position as Ford’s executive director, global product marketing.
"I am thrilled to join the FordDirect team and look forward to working with the company's talented people and teams to achieve our vision," Fred said in a statement. "Helping our customers win at retail will be my focus, and I am confident in our ability to deliver sustained success."
Fred brings over 30 years of industry experience to the role at FordDirect, where she will oversee a team of over 300 employees. She previously held national and field management positions with Toyota, Nissan, Mitsubishi and Mazda, per the release. Most recently, Fred served as SVP of Dealer and Lender Solutions at Cox Automotive.
Fred joins FordDirect at a time when digital marketing is becoming a more important tool for dealerships, as more consumers today expect an omnichannel shopping experience when purchasing a new or used vehicle. In addition, AI is changing the way consumers shop for cars, and dealers who take advantage of the emerging technology can boost sales and improve customer satisfaction, experts told WardsAuto last month.
In November 2024, FordDirect, which is based in Dearborn, Mich., announced a new e-commerce platform for dealers called “The Shop.” It serves as a curated online shopping experience to help dealers meet the challenges of operating an evolving retail automotive business beyond the products and services that FordDirect currently provides to its dealers.
