Ford Taps Former Twitch Executive to Lead Integrated Services
Ford Motor Company has announced the appointment of Mike Aragon as the new President of integrated services. Aragon, a seasoned executive with experience at Twitch, PlayStation, and Lululemon, brings a wealth of digital expertise to the automotive giant.
In his new role, Aragon will spearhead a team focused on developing and marketing services and experiences across Ford’s key divisions: Ford Pro for business and fleet customers, Ford Blue for core passenger vehicles, and Ford Model e for electric vehicles.
Aragon’s appointment comes at a crucial time for Ford, which currently boasts over 800,000 paid subscriptions, including its BlueCruise driver-assist technology and fleet management software. CEO Jim Farley expressed confidence in Aragon’s ability to build upon Ford’s success in integrated services, citing his track record in creating valuable digital ecosystems.
Prior to joining Ford, Aragon served as CEO of Lululemon’s Mirror and held key positions at Twitch and PlayStation Network. His extensive background in digital platforms and subscription services aligns with Ford’s vision for expanding its digital offerings.
The role was previously held by Peter Stern, a former Apple executive who played a pivotal role in building Apple’s subscription services such as Apple TV Plus, Fitness Plus, and News Plus. Stern’s move to become CEO of Peloton underscores the growing importance of subscription services in revenue generation across industries.
Ford’s hiring of Aragon reflects a broader industry trend toward integrating digital products and physical services. As automakers increasingly focus on creating comprehensive ecosystems around their vehicles, Aragon’s expertise is expected to play a crucial role in Ford’s digital transformation and future growth strategies.
