FordDirect names new chief operating officer – WardsAuto

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Tracy Noonan Fred will oversee teams dedicated to product development, dealer engagement, marketing, analytics and data strategy.
Fred will work closely with Thornton in the new role to integrate digital strategy, data and technology to deliver marketing and advertising solutions for Ford and Lincoln dealers, per the release.
Thornton was appointed as FordDirect’s new CEO in November, replacing Dean Stoneley, who assumed a new leadership position as Ford’s executive director, global product marketing.
“I am thrilled to join the FordDirect team and look forward to working with the company’s talented people and teams to achieve our vision,” Fred said in a statement. “Helping our customers win at retail will be my focus, and I am confident in our ability to deliver sustained success.”
Fred brings over 30 years of industry experience to the role at FordDirect, where she will oversee a team of over 300 employees. She previously held national and field management positions with Toyota, Nissan, Mitsubishi and Mazda, per the release. Most recently, Fred served as SVP of Dealer and Lender Solutions at Cox Automotive.
Fred joins FordDirect at a time when digital marketing is becoming a more important tool for dealerships, as more consumers today expect an omnichannel shopping experience when purchasing a new or used vehicle. In addition, AI is changing the way consumers shop for cars, and dealers who take advantage of the emerging technology can boost sales and improve customer satisfaction, experts told WardsAuto last month.
In November 2024, FordDirect, which is based in Dearborn, Mich., announced a new e-commerce platform for dealers called “The Shop.” It serves as a curated online shopping experience to help dealers meet the challenges of operating an evolving retail automotive business beyond the products and services that FordDirect currently provides to its dealers.
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There is just one standard internal-combustion-engine winner on our 2025 Wards 10 Best Engines & Propulsion Systems' winners list, with the rest employing either full or partial electrification.
The automaker has issued 109 recalls since the start of the year, extending to over 7.8 million vehicles.
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