Ireson is successfully shifting Ford from discount advertising to a brand-led approach, shown in this year’s "Quotes" campaign. He’s also on a mission to improve the dealership experience, rolling out a format that takes inspiration from Apple stores.
Thanks to him, too, dealers can now download and print digital ads for local marketing that tap into nationwide campaigns.
His ambition is paying off: Ford’s share of retail sales is rising for the first time in years, up from 11.6% in 2010 (before he started) to 13.3%.