DETROIT -- Ford Motor Co. is moving David Mondragon from the helm of its Canadian unit to become general marketing manager for the Ford and Lincoln divisions in the United States.
Ford, in a statement, also announced Dianne Craig would become the new CEO at Ford of Canada. She had been general manager for Ford's southeast U.S. market area since March 2009.
Craig's move is effective Nov. 1, the company said.
Mondragon, 50, has been credited with boosting Ford's market share in Canada from about 12 percent when he took charge of the unit in August 2008 to its current level of 17.9 percent, according to the Toronto Globe and Mail newspaper. The unit went from No. 3 in Canadian sales to No. 1, vaulting past Toyota and General Motors, the newspaper reported.
Ford hasn't been the sales leader in Canada for more than 50 years, according to a company statement.
"Dave's contributions to Ford of Canada during the last three years have been significant. He led the team through one of the most tumultuous times in the industry and successfully grew the business, bringing new customers to Ford," Mark Fields, Ford's president of The Americas, said in the statement.
"This positive marketplace momentum will continue to build as Dianne shares her extensive dealer relations skills, sales background and marketing expertise with the Ford of Canada team."
Maintaining the momentum
Craig, who first joined Ford in 1986, was responsible for all marketing, sales and service operations for 520 Ford and Lincoln Mercury dealers in North Carolina, South Carolina, Georgia, Alabama and Florida, the statement said.
Bob Bentley, who owns Freedom Ford Sales in Edmonton, told the Globe and Mail that Craig will be charged with building off the automaker's sales momentum in Canada.
"Hopefully she can maintain that rapport that's been established among the dealers and carry on with the competitiveness that has generated the share of market and the momentum that we've all enjoyed," Bentley told the newspaper.
The Ford statement did not give additional details about Mondragon's move to the Ford and Lincoln divisions, or indicate what other management changes would take place in those units.
According to his company biography, Mondragon began his Ford career in an entry-level administrative job at Ford's Edison, N.J., assembly plant. During his 28 years with Ford, he held several roles in sales and marketing.
Before taking the job in Canada, Mondragon was general manager for Ford's largest market in the United States, the southwest region.