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Ford Reorganizes China Operations

Ford Motor Co. is adopting a single distribution channel in China and is making several executive changes to implement the strategy and reverse the company’s slumping sales in the country.

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Ford Motor Co. is adopting a single distribution channel in China and is making several executive changes to help implement the strategy and reverse the company’s slumping sales in the country.

 
The new Ford National Distribution Service Division (NDSD) replaces a complex network led by the Changan Ford sales company that operated as part of the carmaker’s joint venture with Changan Automobile Group. Under the new structure, all Ford vehicles will be sold under NDSD, regardless of producer or origin.


Leading the new structure is Henry Li, vice president, marketing and sales for Ford Greater China. He previously was senior executive vice president for Beijing Mercedes-Benz Sales Service Co.

Li will be based in Shanghai and report to Peter Fleet, group vice president, Asia Pacific. Fleet also became CEO of Ford China after Jason Luo abruptly left the company for personal reasons after just five months in the position.

 
Richard Chen has been named vice president for strategy and partnerships for Ford Greater China, effective May 16. He will be responsible for overall China business strategic planning, external partnerships and stakeholder relations.
 

Chen previously was vice president and managing director and board director of Key Safety System’s Yanfeng KSS (Shanghai) Automotive Safety Systems Company. Luo also came from Key Safety, which was acquired by China’s Ningbo Joyson Electric Corp. in 2016.

 
Ford also appointed Jacques Brent to the newly created position of director for product marketing, effective June 1. Brent, who currently heads Ford’s Middle East and Africa operations, will be tasked with improving the product planning process and representing the voice of the customer.
 
 
Mark Ovenden, currently vice president of marketing, sales and service, Asia Pacific, will succeed Brent as president, Ford Middle East and Africa. He will be located in Dubai and report to Steven Armstrong, Ford group vice president and president, Europe, Middle East and Africa.
 

Ford, a relative latecomer to the Chinese market, saw its sales there drop 6% in 2018. Volume shrank 19% year-over-year through the first quarter of 2017. Ford plans to add production of 50 new models in China by 2025, including an array of crossover/SUVs and electrified vehicles.

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