Ford CEO Jim Hackett has finally come into his own as the carmaker launches its much-anticipated Bronco SUV (F)

Ford CEO Jim Hackett has finally come into his own as the carmaker launches its much-anticipated Bronco SUV (F)
  • Ford CEO Jim Hackett has faced steady criticism since he took over at the automaker in 2017.

  • Hackett is a staunch proponent of “design thinking,” and the first Ford vehicles shaped by that process are starting to come to market.

  • The best example is the all-new Bronco SUV, which debuted last week after years of anticipation – and racked up so many reservations that it briefly crashed the pre-order website.

  • Ford has challenges ahead, as it emerges from the COVID-19 pandemic and a near total shutdown of its manufacturing operations.

  • But Hackett’s vision for the company is finally showing results and shaping the future of the 117-year-old automaker.

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  • When nobody was looking, Ford CEO Jim Hackett quietly got on a roll.


    Don’t worry if you didn’t notice. The drumbeat of negative news around Ford, centering on its stock price – down 33% of the past 12 months, and 42% since Hackett took over in 2017 – has been loud.




    Adding to the din was a $11 billion restructuring effort, a credit-rating downgrade by both Moody’s and S&P in March, the retirement of longtime product czar Joe Hinrichs in February, an awkward launch of the new Explorer SUV last year, and, of course, the complete shutdown of the carmaker’s global operations during the early stages of the COVID-19 pandemic.


    Hackett had already spent a few years in the wringer, but it was starting to look like the wringer was getting worse. The ascension of Jim Farley to chief operating officer got the industry chatterin ..

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