Ford splits commercial and passenger arms

Ford of Europe is to restructure, separating its commercial and passenger car divisions.

Paul Morel, who was based at the car company’s US headquarters in Detroit where he was Ford Division brand strategy manager, has been drafted in to set up the new commercial vehicle division. Morel has worked in commercial vehicles for more than five years, and was brand manager of Ford US’ truck division.

Morel will be in charge of the Ford Transit Van brand as head of commercial vehicles for Ford of Europe.

At the same time, some Ford personnel who work on the Transit range at the Commercial Centre in Detroit, will be moving back to Ford of Europe to work under Morel. This is because Europe is the Transit’s core market. Morel will be based at Ford of Europe’s offices in Dagenham.

A spokesman for Ford of Europe, who says it is “too early” to give any details, adds: “We had intended to announce this at the Frankfurt Motor Show, as we have not yet told people here what is happening.”

Last year, Ford advertised its Transit Van on TV for the first time in eight years, through Ogilvy & Mather. The ad, which is currently running again, positions vans as essential business tools and uses the line: “The backbone of Britain”.

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