During her 30+ years at Ford, Dianne Craig has learned the most from the company's customers and dealers. As Lincoln's new CEO, Craig is asking them again to show the path forward.
Motor Company CEO Jim Farley didn't tap a young upstart who is eager to combine their tech industry-heavy resume with a passion for cars. Instead, he leaned into an industry veteran who has been an expert in dealing with the company's buyers, dealers, sales and product for the better part of five decades, Dianne Craig.
After a series of marketing and advertising roles, she became the general zone manager of the Great Lakes region for the company. That area includes the coveted Detroit metro. Those zone experiences taught her things that Craig has held onto throughout her career and into her time as Lincoln's brand head. She ran dealer relations from 2005 to 2009.
During her tenure, Lincoln has morphed into a desirable premium brand thanks to the introduction of the current generation Navigator, and is on the cusp of a fresh generation of vehicles set to redefine the brand again. "We have marketing dealer subcommittees, we have a dealer product committee... Ultimately, they are the face of the customer, right? And we need not only their support, but their buy-in early to the process," Craig said.and Rivian, it's easy for customers to think that Ford and Lincoln may not be as in-tune with the online customer experience as they are.
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