Freeman Thomas<\/a> and wearing a Ford pin on his jacket lapel. <\/p>\nI spoke with Castriota and learned that he joined the company at the start of this year to lead advanced design at the automaker\u2019s Dearborn facility, a role that was specifically created to further Ford\u2019s objectives from within the head office. He will report to Thomas. <\/p>\n
Until now all of Ford\u2019s advanced and strategic design work has been undertaken in California, but Castriota specifically expressed his elected desire to be based in the \u201cmothership\u201d, which will allow for a more immediate strategic implementation of objectives. <\/p>\n
Ford\u2019s press conference in Detroit (and indeed the show stand) was a showcase for the convergence taking place in the technology and automotive sectors, which will see the company steer down new paths in the mobility sector \u2013 i.e. outside of the car world. <\/p>\n
CEO Mark Fields highlighted how Ford is making the transition from \u201cbeing an auto company to becoming and auto and mobility company\u201d, scoping out opportunities to solve mobility issues. \u201c[We in] the auto industry need to disrupt ourselves,\u201d he said at the event, speaking about the emergence of Ford Smart Mobility and highlighting \u201copportunities with new ventures\u201d that could see Ford talking a piece of the $5.4 trillion mobility and transport sector pie as well as the 6% slice the company has of the $2.4 trillion auto industry.<\/p>\n
\u201cApple was on brink of bankruptcy, then reinvented itself,\u201d said Fields, drawing parallels to the technology giant and the company his grandfather founded. \u201c[At present, Ford] engages customers one year before sale then we don’t interact until their next purchase. That needs to change,\u201d he said.<\/p>\n