Ford hires Marissa West to lead vehicle push

Ford Motor Co. has appointed Marissa West as vice president of vehicle programs, giving her responsibility for leading vehicle programs and their operations as the company prepares a broad renewal of its lineup by 2029. West will join the Dearborn automaker on November 16 and will lead vehicle program and program operations teams that support vehicle development and integration, program execution, and global product programs across Ford’s portfolio.

The move is intended to strengthen oversight of the development and delivery of Ford’s next generation of vehicles. West will be closely involved in planning and executing a substantial freshening of the lineup that covers high-volume products, including future iterations of key trucks such as the next-generation F-150 and F-Series Super Duty.

Ford expects to refresh 70% of its global vehicle portfolio by volume by 2029. As part of this effort, 90% of those models by volume are planned to incorporate updated electrical architectures, next-generation over-the-air update capability, and internally developed user experiences and hardware. These technologies are positioned as core elements of the upcoming product wave that West will help shepherd into the market.

In parallel with the product refresh, Ford plans for 90% of its global lineup to offer some form of electrified powertrain option by 2030. The combination of a large-scale portfolio update and expanded electrification underscores the scale of the programs West will oversee in her new role.

West brings more than two decades of automotive experience, having held a variety of leadership positions focused on vehicle sales, service and marketing, product development, and vehicle programs. She previously served as president of General Motors (GM)’ North American business and has a background that includes engineering work on trucks that compete with Ford’s F-Series.

Most recently, West worked at OPmobility, the French supplier formerly known as Plastic Omnium, where she was executive vice president and chairperson for North America. In announcing her move, she characterized the Ford position as a return to her product roots and described product development as her true passion.

West is the second former GM executive to join Ford in recent weeks, following the hiring of Sandor Piszar as general manager of enthusiast vehicles. Her appointment continues Ford’s recent pattern of recruiting senior leaders with deep experience in vehicle programs and launches from other major industry players.

West has stated that she is eager to get close to the product, collaborate with teams around the world and help deliver vehicles and experiences that matter to customers. Ford leaders have highlighted her experience in integrating complex products and delivering successful launches as valuable assets as the company prepares its next generation of vehicles.