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Ford Motor Company has turned to one of its sales and marketing veterans to take the helm in Canada as the firm ramps up plans to introduce more new, fuel-efficient vehicles.
David Mondragon, 47, will take on the roles of president and chief executive officer at Ford Motor Co. of Canada Ltd., effective Sept. 1.
Mr. Mondragon has been with Ford for 23 years, and currently serves as general manager for the Southwest Region, Ford's largest U.S. sales region.
"It's an exciting time to join Ford of Canada as we accelerate plans to introduce new fuel-efficient vehicles, especially small cars and crossovers, which are exactly what Canadian consumers are asking for," Mr. Mondragon said in a statement.
David Mondragon named new CEO of Ford of Canada.
He was not available for further comment on Monday.
Mr. Mondragon will replace Barry Engle, who announced last week he was leaving Ford after six months in the top job in Canada. Mr. Engle is taking on the role of president and CEO of New Holland Agricultural Equipment S.p.A., which is located near his hometown in Pennsylvania.
In the second quarter Ford reported a record loss of $8.7-billion (U.S.), and is working to turn things around as high gas prices and the slowing economy drive consumers away from gas guzzling vehicles.
Its strategy involves increasing use of a new fuel-saving technology called EcoBoost, and making more fuel-efficient and crossover vehicles.
