DEARBORN, Mich. — FordDirect, a joint venture between Ford Motor Company and its franchise dealers, announced today the appointment of two executives – Ryan Soffa, senior vice president of product development and Fadi Aoude, senior vice president of technology.
Aoude and Soffa lead the development of products for Ford and Lincoln dealers such as DealerConnection and DealerConnection Product Customization Service. Soffa leads the product team that develops dealer solutions while Aoude is responsible for all technology at FordDirect to ensure FordDirect products have the best technology infrastructure. Resulting from FordDirect products and technology infrastructure, Ford dealers sold more than 275,000 new vehicles from FordDirect Internet referrals in 2010 and FordDirect Internet referrals represent 22 percent of Ford Motor Company retail sales.
Soffa, who brings a blend of dealership and manufacturer experience, plays a key role in the development and launch of FordDirect’s products and services. His experience spans retail, wholesale, and third-party operations of the automotive industry. Prior to joining FordDirect in 2003, he held various positions in the retail automotive marketplace and at American Dealer Services, a finance and insurance services technology start-up. Ryan holds a bachelor’s degree in business administration and automotive marketing from Northwood University.
Aoude plays an instrumental role in the implementation of dealer IT infrastructure. In his more than 11 years with FordDirect, Aoude has been responsible for strategic management and technical guidance for FordDirect’s IT operations, as well as program management, business development, and technology and process transformation. Aoude will continue to provide the strategic leadership for the company’s technology infrastructure, and oversee applications development, and information security and compliance. Aoude is a graduate of the University of Michigan.
“Fadi and Ryan’s efforts have been instrumental in the deployment of high-quality products to help Ford and Lincoln dealers sell more vehicles,” said Stacey Coopes, CEO of FordDirect. “Dealers trust us to be their advisor in the digital space and under Fadi and Ryan’s leadership, FordDirect is positioned to continue delivering dealers the best technology.”
FordDirect (forddirect.com/dealercenter) is a joint venture between Ford Motor Company and its franchised dealers to create a comprehensive Web presence for dealers and provide digital marketing services that help dealers sell more cars and trucks. FordDirect provides dealers new and pre-owned marketing services, call tracking, lead management solutions, dealer Websites, search optimization and marketing, database marketing, marketing services for regional dealer advertising groups and other digital services. FordDirect is headquartered in Dearborn, Mich.