Ford Motor Company today announced that Mike Aragon will join the company as president, Integrated Services. Aragon is an accomplished technology leader with 25 years of experience building high-growth software and services businesses for major brands.
Aragon was most recently with lululemon athletica inc., where he served as CEO of Mirror and lululemon Digital Fitness. He was previously chief content officer of Twitch, the Amazon-owned livestreaming service. Before that he served as a general manager for Crunchyroll parent, Ellation and as vice president for Sony’s PlayStation Network.
Aragon succeeds Peter Stern, who departed Ford at the end of last year to become CEO of Peloton Interactive. Aragon starts March 17 and will report to Ford President and CEO Jim Farley.
“We can spark new in-cabin experiences and services that feel seamless and contextual for our customers.”
Mike Aragon, president, Integrated Services
Aragon will lead the team responsible for building out and marketing a suite of services and experiences across Ford Pro, Ford Blue, and Ford Model e to capture high-margin revenue and increase customer satisfaction and loyalty. His portfolio includes Ford Pro productivity software, the Ford BlueCruise hands-free driving system, as well as safety and security features across the product lineup. Ford’s paid subscriptions have grown significantly in the past 18 months and now exceed 800,000.
“The heart of the Ford+ plan is to match our iconic and trusted vehicles with incredible services and experiences that will improve the lives of our customers and help businesses succeed,” Farley said. “Mike is the right leader to build on our early success with Integrated Services and help Ford capture this immense growth opportunity. He thrives in transformation and builds high-performance teams. Most importantly, he has a proven track record of helping great hardware companies create valuable digital ecosystems.
Aragon said he was drawn to the opportunity to help a storied and trusted company like Ford serve customers in new ways and ultimately lead the next era of mobility.
“I’m inspired by Ford’s legacy as an iconic, family-led American company that is driving innovation,” he said. “We can spark new in-cabin experiences and services that feel seamless and contextual for our customers.”
Aragon added that Ford Pro, which has a dominant market leadership across commercial vehicle segments, has massive potential for growth. “Ford’s commercial fleet capabilities are unmatched, and there is a huge opportunity to harness software, data, and services to help our business customers run safer, more efficient, more profitable businesses,” he said. “Ford Pro has already built a strong base, and I want to help amplify it and bring it to the next level.”
Aragon brings unique experience and accomplishments to Ford. He has led high-growth teams at the intersection of consumer, technology and media, and built digital ecosystems at high-profile startups as well as Fortune 500 companies. At Twitch, for example, he helped build one of the largest and most active live, interactive communities across gaming, sports, music and talk shows. At PlayStation Network, he helped transform PlayStation into a global online community through software and services.
Aragon holds a bachelor’s degree from the University of New Mexico and an MBA from Dartmouth.
SOURCE: Ford
