What does Ford’s Exec Reshuffle Mean for its Ford+ Strategy?

Reshuffle, culture shift, reinvention – there are as many buzzwords for transformations as there are transformations themselves. 

But for good reason. Any significant change programme at a major business calls for decisive, and often sweeping action that brings about measurable change. 

And that action often starts at the top, whether it’s a shift in leadership priorities, taking the lead on a future operating model or bringing new execs into future-facing positions. 

Ford has gone with the latter, announcing a restructure of its global leadership team aimed at driving its Ford+ transformation strategy, centred around electrification and connected services. 

The changes, announced on 10 October, include appointing a new head to Ford’s Europe business, hiring a former leader from General Motors and bringing together several units under a new executive. 

Ford Motor Co. CEO Jim Farley said in a statement: “These global leadership appointments underscore our relentless commitment to building a truly world-class team across Ford, united by a singular focus: delivering product excellence and quality for our customers globally.”

Changes at the top

Under the shift, Vice President of Advanced Product Development, Cycling Planning and Programs Jim Baumbick will become president of Ford Europe, effective 1 November. 

He will lead strategic direction for the company’s European operations, working with key stakeholders in the region to bring stronger organisational alignment, develop region-relevant products and innovation, and spearhead faster and more efficient execution. 

Jim, who has been with Ford Motor Company for more than three decades, will report to Ford Vice Chair John Lawler. 

Succeeding him is Sam Basile, former Vice President of Global Product Programs at General Motors. 

Automotive manufacturing remains under intense pressure – the result of perennial structural, economic and geopolitical challenges that impact many of the industry’s fundamental ways of working. 

Ford has seen its own fair share of challenges to this effect. In the first half of 2025, the company saw a record-breaking number of safety recalls; the brand has also faced supply chain disruption.

Bryce Currie, currently Vice President of Americas Manufacturing, will expand his role as Chief Manufacturing Officer, with a view to overseeing and leading global manufacturing operations and safety. 

Andrew Frick, president of Ford Blue and Model e, will now also lead the Lincoln Motor Company. With this change, Ford's global retail business units for petrol, hybrid and electric vehicles, including Lincoln, will be unified under one leader. Joaquin Nuño-Whelan will continue as president of Lincoln, reporting to Andrew.

Ford+ leading the company

The Michigan-headquartered motor company launched its Ford+ transformation in May 2021, setting out plans to build on its strengths in trucks, vans and iconic nameplates, add a modern software stack and grow recurring revenue from services. 

In the same year Ford outlined more than $30bn committed to electrification by 2025 and a target battery capacity of about 240 GWh globally by the end of the decade. 

The company has since moved forward against the key ambitions within the strategy. This included a reorganising of its operations into three customer-facing segments in early 2022: Ford Blue for internal-combustion and hybrids, Ford Model e for electric and software, and Ford Pro for commercial vehicles and services. 

The company said the new structure was designed to speed EV development, simplify costs in the combustion business and scale a one-stop commercial offering in Ford Pro.

Ford formalised external reporting around these segments in 2023, explaining how performance would be presented for Blue, Model e and Pro. The company positioned the shift as part of “refounding” Ford to be measured on customer segments rather than regions or product lines. 

Product plans have continued to evolve for capital efficiency and customer demand. 

In August 2024 Ford said it would broaden electrification choices, adjust the cadence of pure EV launches and lean into vehicles where it sees advantages, including the likes of commercial vans, mid-size and large pickups and long-range SUVs. 

It detailed an all-new electric commercial van targeted for 2026 from Ohio, two new electric pickups in 2027 and proposed the greater use of hybrid systems in three-row SUVs. 

It also retimed its next-generation electric truck program and realigned battery sourcing, citing the need to reduce cost and improve utilisation.