Ford Motor has hired an Apple marketing executive, Musa Tariq, to serve as its chief brand officer.
Tariq, who most recently was Apple’s global marketing and communication director for retail, is charged with further redefining Ford’s relationship with its customers.
He will report to Ford’s global marketing boss, Stephen Odell, and to Ray Day, the carmaker’s head of communications.
“Our opportunity is to connect with even more consumers and stakeholders – some who never have done business with Ford before – through compelling and culturally relevant marketing and communications,” Ford CEO Mark Fields said in a statement. “Musa has led transformational work at some of the world’s most admired brands, and he is a leader known for challenging convention.”
Before moving to Apple, Tariq worked in marketing roles at sporting goods maker Nike and clothing retailer Burberry.
Ford and other car companies are increasingly looking to other consumer industries and high-tech companies for marketing and retail expertise. Car companies have hired several key executives without any automotive background in recent years, as the auto industry changes to a more customer-focused business model that no longer relies primarily on selling cars.