Ford Authority

FordDirect Gains New CEO Amid Marketing, Dealer Pivots

Ford is in the midst of a major transformation, one that will see it split itself into two entities – Model e, which will focus on EVs, and Ford Blue, which will handle the ICE side of things, while dealers will also be asked to specialize in one or the other as soon as next year. Those that choose to sell EVs will likely have to face strict standards to do so and be required to carry zero inventory and sell those vehicles at fixed prices, though those decisions are currently being debated between the automaker and its dealer network. Now, Dean Stoneley – who was just named the new CEO of FordDirect, as well as a member of its board of directors – will help navigate that complicated process.

Stoneley is taking the place of Matt VanDyke atop FordDirect – a joint venture between Ford Motor Company and its franchise dealers – as VanDyke has resigned to pursue external opportunities. Stoneley will be tasked with leading the team responsible for bringing together the worlds of digital, data, and technology to deliver best-in-class marketing and advertising solutions to Ford Dealers and Lincoln Retailers consistent with the customer-focused Ford+ plan for growth and value creation.

Stoneley joined FordDirect in 2021 and immediately had an impact, helping the company earn all-time satisfaction survey highs from dealers and “Top Workplace” recognition from the Detroit Free Press for the first time. Prior to that, Stoneley served as general manager, North America Truck at Ford, president and CEO of the Ford Motor Company of Canada, and vice president and director of marketing for Changan Ford.

“We are excited to welcome Dean Stoneley to the FordDirect team,” said Mike Pallotta, president of Pallotta Ford Lincoln in Wooster, Ohio and chairman of the FordDirect board of managers. “His tremendous relationships within Ford and his marketing experience will enable a strong and smooth transition and continuation of FordDirect’s positive momentum as we help Ford Motor Company, Ford Dealers, and Lincoln Retailers provide great customer experiences and win at retail.”

“I want to thank Mike Pallotta and the board of managers for their support,” Stoneley said. “I could not be more excited to be taking on this role. Marketing has been a lifelong passion for me, and I have been inspired by the work at FordDirect as I have modernized marketing functions across a number of markets globally. This is a business performing at a high caliber with an incredible level of sophistication. I can’t wait to learn more as we strive for continued success while serving Ford Motor Company, Ford Dealers, and Lincoln Retailers. I look forward to the chance to meet the FordDirect team.”

We’ll have more on all of Ford’s executive shakeups as they happen, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. mjrdm

    Be interesting to see who is going to take the loss for the thousands of multi-million dollar dealerships that will have no use for that large of space under the new Ford plan. One thing for sure is that the customers of Ford will ultimately absorb the costs for all of the new “green” vehicles and changes in marketing. New Ford electric trucks and cars $100,000+ or more with no negotiation?? Hope Americans are ready to live in the inner cities and ride public transportation. Vehicles will be only for the rich. Globalization is at hand and America is the only remaining holdout soon to be absorbed.

  2. Timothy Johnston

    They need to do something! We ordered a Transit in January and there has been no transparency in the process. If we relied on only the information coming from Ford and our dealer we would still be expecting to get a build date and VIN. Leaks and information coming through forums indicate that if you don’t have a build date you will be balanced out (cancelled). I have bought mostly Fords throughout my life and I will not buy another!

  3. Rhende77

    Since Ford has proven to me they don’t stand behind their products they can do whatever. I will never buy another. Can we say coolant leaks on escapes. Ford has become junk.


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