Ford Motor Company notified its employees Tuesday that Matt VanDyke, an executive at the automaker for 14 years, leaves this week to become president of a digital company with clients in Europe and throughout North America.
VanDyke, 49, told his team that his last day at Ford would be Friday.
He departs as CEO of FordDirect after being named to the position in January 2021. In that role, he has been a key liaison between Ford and its franchise dealers.
VanDyke declined an interview request from the Detroit Free Press, saying he wanted to get settled in his new job at Shift Digital before talking directly to any reporters.
Shift Digital, a company that provides technology assistance, program management and support services, caters primarily to global automakers as well as heavy equipment, hospitality and “power sports” companies that sell snowmobiles and motorcycles.
Founded in 2008, Shift Digital is based in Birmingham, Michigan, with offices in Laguna Beach, California, Plano, Texas, and Toronto. The company employs 600 people.
VanDyke begins his new job June 28.
“VanDyke will join the company during an exciting time of growth,” Shift Digital CEO Phil Oriani, who grew up in Dearborn, said in a news release Tuesday.
Ford spokesman Ian Thibodeau declined to comment.
Dealer ally leaves
John McElroy, a longtime auto industry observer and host of “Autoline After Hours” webcast and podcast, said Ford dealers “are very, very nervous” lately about their future as the automaker transitions to all-electric vehicles and changes the dealership model.
In China, Ford uses direct-to-consumer sales.
Ford has indicated it plans to reveal details of its dealership plan later this year.
CEO Jim Farley has said digital services play a major role in future strategy of the company. He has also said dealers are essential to Ford but things will change.
However, while in New York June 1, Farley said electric vehicles would be sold online with non-negotiable prices.
Ford issued a warning to dealers about hiking prices on the all-electric 2022 F-150 Lightning after being flooded with consumer complaints. One dealer backed down from a $10,000 markup.
On June 15, John Lawler, Ford chief financial officer, told Deutsche Bank analysts, “We’re going to be very selective with our Model e (car) dealers.”
Now VanDyke won’t be a part of that transition.
‘Dramatically changing’
His new employer, Shift Digital, touted VanDyke’s marketing and sales strategy at Ford, where he led the digital consumer experience and retail go-to-market strategies, communications and revenue management, according to Ford’s website.
His jobs at Ford included director of U.S. marketing, vice president of marketing for Ford of Europe and director of Lincoln global marketing, sales and service. He also led the start of various digital and retail consumer experiences, the rollout of new Ford websites, and the development and introduction of e-commerce activity, according to Ford’s website.
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“Consumer purchasing habits are dramatically changing as more individuals embrace the digital buying experience, and it is critical that automakers and dealers deliver an exceptional consumer experience at the brand level and dealers’ individual sites,” VanDyke said in the Shift Digital news release Tuesday.
“The opportunity to join Shift Digital enables me to expand my knowledge and impact more brands and retailers as the industry goes through this digital evolution,” he said.
Oriani, calling VanDyke a “rare” cultural fit with the new company, praised his vast experience with brand management and dealer advocacy.
‘Passion’
On Jan. 15, 2021, a news release from FordDirect said VanDyke would lead the team responsible for uniting the worlds of digital, data and technology to deliver “best-in-class marketing and advertising solutions to Ford and Lincoln Dealers.”
Ford called him “a passionate marketer with worldwide expertise in automotive brand positioning,” who made experiences better for consumers and dealerships.
FordDirect was labeled a joint venture between Ford and its franchise owners, and VanDyke was credited with transformational efforts.
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VanDyke joined Ford in 2008. He led Ford and Lincoln advertising, launched more than 15 new vehicles, and championed brand and retail campaigns to help transform the opinion of the Ford brand, according to the Ford website.
In 2012, he and his team began rebranding and developing a new product and experience strategy for Lincoln. In 2016, he became director for Global Lincoln, leading the luxury brand’s marketing, sales and service team.
VanDyke earned a bachelor’s degree in business administration from Miami University.
Contact Phoebe Wall Howard at313-618-1034orphoward@freepress.com.Follow her on Twitter@phoebesaid. Read more on Ford and sign up for our autos newsletter.