Ford Motor Co, in Dearborn has appointed Michael Aragon as president of integrated services and leads the team responsible for building out and marketing a suite of services and experiences across the automaker’s Ford Pro, Ford Blue, and Ford Model e divisions.
Aragon succeeds Peter Stern, who departed Ford at the end of last year to become CEO of Peloton Interactive. Aragon reports to Ford President and CEO Jim Farley.
Most recently Aragon served as CEO of Mirror and lululemon Digital Fitness. Previously he was chief content officer of Twitch, the Amazon-owned livestreaming service. Before that he served as a general manager for Crunchyroll parent, Ellation, and as vice president for Sony’s PlayStation Network.
“The heart of the Ford+ plan is to match our iconic and trusted vehicles with incredible services and experiences that will improve the lives of our customers and help businesses succeed,” Farley says. “Mike is the right leader to build on our early success with Integrated Services and help Ford capture this immense growth opportunity. He thrives in transformation and builds high-performance teams. Most importantly, he has a proven track record of helping great hardware companies create valuable digital ecosystems.”
Aragon is tasked with capturing high-margin revenue and increasing customer satisfaction and loyalty. His portfolio includes Ford Pro productivity software, the Ford BlueCruise hands-free driving system, as well as safety and security features across the product lineup. Ford’s paid subscriptions have grown significantly in the past 18 months and now exceed 800,000.
“I’m inspired by Ford’s legacy as an iconic, family-led American company that is driving innovation,” Aragon says. “We can spark new in-cabin experiences and services that feel seamless and contextual for our customers.”
Aragon adds that Ford Pro “massive” potential for growth.
“Ford’s commercial fleet capabilities are unmatched, and there is a huge opportunity to harness software, data, and services to help our business customers run safer, more efficient, more profitable businesses,” he says. “Ford Pro has already built a strong base, and I want to help amplify it and bring it to the next level.”
