Ford has appointed Mike Aragon, previously of Twitch and Lululemon, as president of integrated services to enhance its digital offerings. Aragon will lead efforts to market services across Ford's sectors, including electric vehicles and fleet management. With over 800,000 subscriptions, Ford's digital services, like BlueCruise, are becoming crucial revenue sources. CEO Jim Farley highlighted Aragon's track record in building digital ecosystems, marking a strategic shift towards integrating digital products into traditional automotive services, echoing trends seen in companies like Apple and Peloton.
Ford's hiring of Mike Aragon signals its commitment to enhancing digital services and building valuable ecosystems for both business and consumer markets.
Jim Farley emphasized that Aragon’s experience will be crucial in developing integrated services and that digital product offerings are the future of the industry.
The move comes as paid subscriptions have proven to be significant revenue drivers for companies, a trend that Ford is aiming to capitalize on.
Aragon replaces Peter Stern, whose expertise in building subscription services at Apple aligns with the automaker's strategic focus on digital integration.
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