Ford Motor Co. appointed Todd Willing the new Global Design Director for Ford and Lincoln brands worldwide. Willing was formerly the Global Design Director for Ford’s electric vehicle (EV) division, the Model e. Willing’s promotion leaves a gap in the Model e division’s team.
Electric vehicle sales have been on a decline this year for most EV automakers. Earlier this month, Ford suggested that it would focus less on pure EV production and shift plans to hybrid-electric vehicles. Willing’s promotion supports Ford’s upcoming plans.
“We’re committed to creating long-term value by building a competitive and profitable business. With pricing and margin compression, we’ve made the decision to adjust our product and technology roadmap and industrial footprint to meet our goal of reaching positive EBIT within the first 12 months of launch for all new models,” said Ford Vice Chair and CFO John Lawler.
While Ford’s decision to promote Willing to a more global role is understandable, his replacement at Model e would have big shoes to fill. With the EV market becoming more competitive due to cars from upstart automakers like Tesla and Rivian and Chinese carmakers like BYD, Ford will need a lineup of well-designed electric vehicles to carve out and protect its place in the EV segment.
Todd Willing is a veteran at Ford and has been working in the auto industry for 21 years. Willing will be replacing Anthony Lo who recently departed Ford.
“Willing is a leader who grasps Ford’s unique history, recognizes the forces of change and can guide a team to create something new yet unequivocally Ford,” a company spokesperson told Automotive News.
The new Global Design Director has been part of the teams that designed the 2007 Ford Mondeo, 2009 Ford Fiesta, and 2010 Ford Focus. Willing was also the exterior chief designer for the 2017 Ford GS.
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