It is a big entity. And so we have this culture where we think people should react to us. But now the market has moved so rapidly and there are so many other competitors that we have to start amending the way that we react, even at Ford.”
The Ford Five Hundred sedan is the company’s first serious step to reaching another niche market but so far its performance has been underwhelming. How does Hazel seek to generate sales for such models? He will apply digital marketing — effectively using the Internet rather than traditional advertising to zero in on diverse markets and target a narrow band of consumers who have shown interest in vehicles.
Throughout his career, he’s advised up-and-coming African American Ford executives, a group that’s included corporate officers Thomas Brown, senior vice president of global purchasing and one of BE’s 75 Most Powerful Blacks in Corporate America; Bennie Fowler, COO of Jaguar and Land Rover; Deborah Coleman, vice president of global quality; and Laymon. “Darryl is a mentor to all of us,” Laymon says. “He wasn’t the first [black] in senior management, but he has the most seniority, experience, and respect.”
At the end of the day it’s all about selling cars. Hazel keeps his attention focused squarely on his goals. And that means bringing new and exciting products to market. “You need new products, and the corporation has a whole pipeline of new product that’s coming,” he says.
As the Lake Placid event wraps up without a hitch, Hazel heads back to corporate headquarters on the company jet. The 90-minute flight gives him little time to prepare for a slew of meetings that will clog his afternoon schedule. There’s a lot of work to do to fix Ford’s problems — and he’s just the man for the job.
— Additional reporting by Derek T. Dingle and Tennille M. Robinson
DARRYL B. HAZEL
- AGE: 56
- TITLE: Vice President, Ford Motor Co.; President, Ford Division
- EXPERIENCE: 33 years
- INTERESTING FACT: Helped train current Ford CEO William Clay Ford Jr.
- EDUCATION: B.A., Economics, Wesleyan University 1970; M.A., Economics, Northwestern University 1973
- CURRENT RESIDENCE: Birmingham, Michigan
- FAMILY: Married 27 years, 2 adult children
- CURRENT CAR: Ford Expedition
- SOCIAL CAUSES CHAMPIONED: United Negro College Fund
- BOARD AFFILIATIONS: Chair, Detroit Police Athletic League; Board Member, Oakland Family Services and Congressional Black Caucus Foundation
- MANAGEMENT PHILOSOPHY: “To try to avoid asking people to do what they can’t do. If people want to contribute and want to work, then what you do is try to position it so they can make the largest contribution.”