Ford's New Marketing Chief on Lincoln and Transformation
Lincoln luxury brand got a new leader in February. On the same day, as part of a larger executive shuffle, Ford also named a new chief marketing officer.
Those two jobs are held by one person: Joy Falotico. Falotico, who had ably led the company's captive-financing arm, Ford Credit, replaced rising star Kumar Galhotra in the combined role.
Galhotra is an impressive executive and a tough act to follow, but Falotico seems up to the challenge and clearly relishes her new role. I spoke with her earlier this week, shortly after her team presented the all-new Lincoln Aviator to a group of journalists.
Remarks have been lightly edited for length and clarity.
Joy Falotico, the new leader of Ford's Lincoln luxury brand (and Ford's chief marketing officer), spoke with reporters at the New York International Auto Show on Wednesday, March 28, 2018. Image source: Ford Motor Company.
On the next steps in Lincoln's revival
John Rosevear: You came into Lincoln from a very different role at Ford. From your perspective right now, after a few weeks in charge, what does Lincoln need next?
Joy Falotico: I'm new to the role, but I'm certainly not new to Lincoln because I've been around [Ford] so long. [Falotico has worked at Ford since 1989.] I'm looking forward to continuing the transformation, building on the momentum that we currently already have. I'm very excited with what we've seen with the Navigator. Now we've got the new Aviator to talk about, we've got the Nautilus coming out later this year, we've got the freshened MKC, so we have lots of things to look forward to there. And we're also continuing to evolve the client experiences.