Ford named former GM executive Mark LaNeve as its new Vice President, U.S. Marketing, Sales and Service
Former General Motors marketing exec Mark LaNeve has been named the new vice president of U.S. sales, service and marketing at rival Ford Motor Co.
The industry veteran will replace John Felice who will retire on Feb. 1 after more than 30 years with Ford. The move comes amidst other changes to Ford’s senior management team, including the recent appointment of Stephen Odell as executive vice president of global sales, service and marketing.
“With nearly three decades of proven experience to draw upon, Mark brings the right skills to continue building the Ford brand while creating a stronger retail experience for our customers, making it even easier for them to interact with their dealer and with Ford – and helping us profitably grow,” said Odell.
LaNeve had a number of key roles at General Motors prior to the maker’s bankruptcy. He led the Cadillac division during the early part of the new millennium, as it launched key products, such as the CTS sedan, and attempted to regain its position as a serious luxury player. He was then promoted to run GM’s sales and marketing operations.
But the Pennsylvania native unexpectedly departed GM in 2009, taking a job as executive vice president of suburban Chicago-based Allstate Insurance in January 2010.
LaNeve returned to the auto industry two years later as chief operating officer of Ford’s primary ad agency, Global Team Ford, a unit of giant WPP. It was widely predicted that he would eventually be brought into Ford itself, an expectation that has not proved accurate.
It’s actually the second time LaNeve has worked for Ford. The one-time college football player left GM to become chief marketing officer with Volvo Cars North America in 1997, later becoming its president and CEO. He stayed with the Swedish importer for four years, leaving shortly after it was acquired by Ford – which then sold Volvo off in 2008.
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As for outgoing Ford marketing chief Felice, he also served in a number of positions over nearly 31 years with the maker.
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“Among his many contributions, John led the Ford brand revitalization in the U.S., resulting in an unprecedented improvement in customer favorability, and was a strong advocate for our dealers, ensuring their participation in our business planning process and further strengthening our relationship with them,” said Ford’s President of the Americas Joe Hinrichs. “We thank John for his many years of service and wish him all the best going forward.”
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LaNeve will report to both Hinrichs and to Odell. The latter executive had been serving as the head of Ford’s long-struggling European operations until this month. In an unexpected move, however, the automaker decided to have two key managers swap roles. Odell this month officially succeeded Jim Farley as global marketing czar. In turn, Farley has moved to Europe to oversee the ongoing turnaround effort. He also will run Mideast and African operations.
As for LaNeve, the automaker noted in a statement that he will be “focused on continuing to grow the business by building the Ford brand with innovative new digital communications and transforming the retail experience for customers.”