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Ford Company Profile Ford Company Profile Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Table of Contents Overview 4 Corporate Overview 5 Target Personas 7 Ford Mobility 8 Marcy Klevoran - EVP and President of Mobility 9 Marion Harris - VP Mobility Business Group 10 Rich Strader - VP Mobility Platforms and Products 11 Don Butler - Executive Director of Connected Vehicles 12 Brett Wheatly - VP Mobility Marketing and Growth 14 Sherif Marakby - CEO Ford Autonomous Vehicles 15 Randy Visintainer - Director, Autonomous Vehicles 16 Ford Automotive 17 James Farley, Jr. - President of Global Markets 18 Cathy O’Callaghan - CFO Global Markets 19 Frederiek Toney - President, Global Ford Customer Service Division 20 Joy Falotico - CMO 21 Joseph Hinrichs - EVP Global Operations 22 Jeff Lemmer - CIO Global Markets 23 Trevor Worthington - VP Global Product Development 24 Linda Cash - VP Quality and New Model Launch 25 Ford Credit 26 David McClelland - CEO Ford Credit 27 Brian Schaaf - CFO Ford Credit 28 Geoff McLellan - VP US Sales Operations 29 Charlie Pratt - EVP Global Operations 30 Corporate Officers 31 Elena Ford - Chief Customer Experience Officer 32 Paul Ballew - Chief Data & Analytics Officer 33 Robert Shanks - CFO Ford Motor Company 34 Jeff Lawler - VP of Strategy 35 Dr. Ken Washington - Chief Technology Officer 36 Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Emily Kolinski Morris - Chief Economist 37 Kiersten Robinson - CHRO 38 Q3 Earnings Call Overview 39 Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Overview The purpose of this document to outline the key organizational elements of the Ford Motor Company to assist with outreach towards Ford. This document will include: ● Corporate Overview ● Target Personas ● Discussion of Quarterly Earnings Call At a very high level, we believe that the messaging towards Ford should revolve around their focus on innovation, and finding a project within Ford that the software can help with: specifically in Ford Mobility, but it could also make sense to have ancillary outreach towards Ford Automotive and Ford Credit. Even if they say it doesn’t make sense right now, there are so many innovative projects that - as long as we keep in contact - a need would surely arise. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Corporate Overview CEO Jim Hackett Founded 1903 Headquartered Dearborn, Michigan Number of Employees 202,000 Net Revenue (2017) $156 Billion Though Ford is typically thought of as a dinosauric car company, the old giant of Detroit learned a lot from the Great Recession, which it is paranoid about making sure it doesn’t return to. Ford has decided that if it wants to be a part of the future of automobiles, it will have to go back to its past and lead the future in innovation. This innovation involves two key components: innovating existing business ​ processes and expanding into new markets. ​ ​ ​ For Innovating Existing Business Processes, this includes pretty much every aspect ​ ​ of the business. On the Q3 Earnings Call, Jim Hackett described the $11 Billion plan his team is currently putting in place and executing against for the next five years to restructure and innovate every aspect of the company. The Expanding Into New Markets piece deals primarily with an initiative that is called ​ ​ Ford Mobility, which Jim Hackett described as, “wrapping software and services in new ​ offerings to our customers.” This initiative, though, has a fairly wide remit and includes everything from a partnership with Avis, to an initiative with Lyft and Uber called SharedStreets. Mobility is so important that it has its own Executive Vice President who reports directly to the CEO. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Ford takes innovation seriously, and it is the primary focus of their strategy moving forward. Here is a quote from the Chairman’s letter in the 2017 Annual Report: While we are pleased and proud to deliver these substantial profits, we know that business as usual is no longer good enough in the rapidly changing business environment. We are aggressively reducing costs and re-allocating capital to the products and markets with the highest potential for growth and returns. As we improve the efficiency and focus of our business for today, we are also accelerating our efforts to be a leader in the vehicles and mobility services of tomorrow. Our goal is to become the world’s most trusted mobility company. And from the CEO: We are proud of what we have accomplished. But, as always, we are preparing for what’s next, and we are clearly entering a period of radical disruption. Our traditional automotive competitors are improving. New competitors are entering the sector. Breakthrough technologies are transforming nearly every aspect of the vehicles we build and how people use them, demanding a rethink of how we design transportation systems. Finally, there is an idea conveyed by the CEO that he describes as Owning The Future. He lays out Five High Level Principles: 1. Ford will prepare for disruption by becoming fit. 2. We will be in the vehicle business - moving both people and goods 3. Our vehicles will be smart and connected 4. These smart vehicles will thrive in a new transportation operation system 5. Ford will capitalize on new business opportunities within the transportation operating system. These Principles aren’t laid out everywhere as most company principles are, so it was probably an ad-hoc statement, but it is indicative of how seriously Ford takes the importance of innovation. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Target Personas The Target Personas are executives at Ford who would have KPIs tied to revenue maximization or cost reduction, and thus would probably be the ultimate decision maker. Ford is divided into four main corporate segments: ● Mobility ● Automotive ● Credit ● Corporate I will divide the Target Personas based on that segmentation. Here is what that looks like from a leadership perspective: One thing to note is that these org charts are - to a varying degree - educated guesses based on public information. I might be incorrect about who reports to who specifically. Keep that in mind, and if you learn something different, please let me know. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Ford Mobility Ford Mobility is the key initiative for Ford in 2018 and 2019. The idea is to transform ​ Ford from a company that primarily sells cars (and the credit to finance them) into a dynamic 21st century company that leverages software to help people get to where they need to go. While the company has some broad strokes ideas about what that exactly means, they are purposefully keeping their specific initiatives vague, so as to provide flexibility. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Marcy Klevoran - EVP and President of Mobility Marcy Klevoran - Company Profile Marcy Klevoran - LinkedIn Profile She is the head honcho of Mobility. Her background is primarily in IT. Her last role was a Group Vice President, Information Technology, in which she oversaw “the complete transformation of the company’s IT tools and talent to put Ford in the forefront of technology companies globally.” She straddles the line between Decision Maker and Executive Sponsor. One issue is that Mobility’s CFO is on his way out, and they haven’t announced a new one. At Ford, it seems that a lot of the “strategy” comes from the CFOs’ offices. As the Head of Mobility, she would probably be too busy to speak, but would definitely be able to point us in the direction of the person who is making those decisions. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Marion Harris - VP Mobility Business Group Marion Harris - Company Profile Marion Harris - LinkedIn Profile His job at Mobility is to scale the company’s existing mobility business. Marion is a Decision Maker, and might not even need Executive Sponsorship. My understanding of their business structure at Mobility is to take a business idea, build it up until it gets some traction, and then assign it to a business focused team, like the one run by Marion that can scale it and make it effective by dealing with the blocking and tackling of running a unit. His last role was as CFO of Ford Credit, and is specifically proud of their acquisition of Canvas in 2016, which offered month-to-month subscriptions for off-lease Ford and Lincoln vehicles in the Bay and Los Angeles. Some of the businesses that he is responsible for are: ● Ford Commercial Solutions ● Ford Microtransit ○ Chariot ○ Non-Emergency Medical Transport Unit ● Ford Pass and Digital Services - including those dealing with autonomous vehicles. Created by Cordeleo LLC. If you’re interested in more, please reach out to [email protected] Rich Strader - VP Mobility Platforms and Products Rich Strader - Company Profile Rich Strader - LinkedIn Profile Rich’s function is to help build out and develop the technological infrastructure of the Ford Mobility Group. Rich is a Decision Maker, and might not need Executive Sponsorship. While Marion is probably more interested in the financials, Rich’s background is in IT and is probably primarily interested in making the business units work and get off the ground. My guess is that concepts originate in Rich’s group, then go to Marion’s once they become prominent enough.
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