Henry Ford's great-great-granddaughter Elena Ford is taking a key position at Ford Motor Co. to lead the automaker's efforts to coordinate marketing activities worldwide.
As director of global marketing, sales and service, a newly created position, Elena Ford will be in charge of identifying the best practices of the company's far-flung marketing operations and streamlining them for the entire company's benefit.
Under the "One Ford" strategy outlined by Chief Executive Alan Mulally, Ford already has brought together its regional development and manufacturing operations to produce global models such as the new Ford Fiesta and Focus cars.
"We need to take the One Ford vision and execute it into a global marketing process as well," Elena Ford said in a joint interview with Ford's chief marketing officer Jim Farley.
"This is a really big deal for Ford," Farley said. "Marketing has always been a regional activity."
He said Elena Ford had the experience and the relationships to succeed in her new responsibilities as the automaker begins to prepare for the U.S. launches of the European-designed Fiesta and Focus cars. They are key models for Ford at a time when many consumers are considering smaller but stylish, well-appointed vehicles.
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