Ford’s evolution as a vehicle maker

Brian Carruthers

Ford occupies a particular niche in the history of the automotive industry, with its introduction of the production line in 1913. Its future, however, is less about the physical vehicle than the software it contains and the experiences the brand can offer.

These are interesting times at The Ford Motor Company, as executives gaily ditch longstanding assumptions about its business model. Its European president recently encouraged people to walk and cycle short distances rather than drive, for example, while CEO James Farley has questioned the need for advertising.

It’s part of the reason Pete Zillig, formerly agency-side but now Director of Marketing for Ford in Europe, took up the role a couple of months into lockdown. “I can see how exciting and transformative the next decade is going to be,” he told a session at Advertising Week Europe...

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