After 30 years with the Ford Motor Company, U.S. head of marketing, sales, and service operations, John Felice is retiring. And insiders are curious about how his replacement, Mark LaNeve, will handle the operations.
“He’s a hard hitter, he’s competitive, and I think he’ll want to move the numbers,” said owner of Village Ford in Dearborn, Michigan, Jim Seavitt.
According to Automotive News, many Ford vehicles have underperformed from a sales standpoint in their respective segments, missing out on gains that many of their competitors experienced. Additionally, Ford’s market share dropped four percent for 2014, resulting in a six-year low for the automaker, despite world-class products that are often considered to be the best in the segment. The appointment of LaNeve is thought to bring an “old-school, move-the-metal approach” that could be healthy for the automaker, and not by using discounting methods that have been the modus operandi for Detroit automakers in the past.
“We’ve got great product, but sometimes you’ve got to get market share − you’ve got to go after it”, added Seavitt.
LaNeve previously worked at Ford from 1999-2001, when he was in charge of Volvo Cars North America. Since 2012, he was been in charge of Ford’s global marketing agency, Team Ford. The Lincoln ad campaign starring Matthew McConaughey was one of the most recent initiatives launched under his watch.