Lisa Brankin’s Leadership at Ford of Britain
Back in late 2020, Lisa Brankin stepped into the role of leading Ford of Britain at a pivotal moment. The brand was on the verge of making a bold move – willingly relinquishing its market-leading volume position in the pursuit of long-elusive profitability.
As Brankin took the helm, she was acutely aware of the challenges that lay ahead. The timing of her appointment couldn’t have been more challenging, with the automotive industry grappling with the impacts of the Covid-19 pandemic and a global shortage of semiconductor chips. Despite these hurdles, Brankin was determined to steer Ford towards a new direction, one that focused on managing a profitable business rather than chasing market share.
One of the key pillars of Ford’s transformation under Brankin’s leadership was a strategic shift away from mass volume. This shift necessitated some tough decisions, including the discontinuation of popular models like the Fiesta. Additionally, Ford embarked on a significant restructuring of its dealer network, reducing the number of dealers from over 300 to under 170. This ongoing process was a reflection of Ford’s commitment to aligning its operations with its new profitability-focused strategy.
Despite the challenges and unpopular decisions that came with her role, Brankin remained steadfast in her commitment to leading Ford of Britain through a period of transformation. Her focus on building a sustainable and profitable business for the long term has been the driving force behind Ford’s evolution under her leadership.
