FordDirect Welcomes Tracy Noonan Fred as New COO in Strategic Move

FordDirect Appoints Tracy Noonan Fred as COO

In a significant move for the company, FordDirect, a collaboration between Ford Motor Company and its network of dealers, has announced the appointment of Tracy Noonan Fred as its new Chief Operating Officer. Tracy will play a pivotal role in steering the company's operations and implementing innovative digital strategies to engage customers and enhance dealer success.

Tracy Noonan Fred's Background

Tracy brings over three decades of rich experience in the automotive industry to FordDirect, having held esteemed positions at major automotive brands such as Toyota, Nissan, Mitsubishi, and Mazda. Most recently, she served as Senior Vice President of Dealer and Lender Solutions at Cox Automotive, where she honed her skills in fostering dealer relationships and driving sales innovation.

Chris Thornton, CEO of FordDirect, expressed enthusiasm about Tracy's appointment, stating, "Tracy brings incredibly valuable experience from our industry to FordDirect. We are excited to welcome her and absolutely convinced that she is the right person to position FordDirect as an even greater strategic advantage for Ford Dealers, Lincoln Retailers, and Ford Motor Company."

The Vision Ahead

As COO, Tracy will oversee daily operations across various segments of FordDirect, including product development, dealer engagement marketing, and analytics. Her leadership will focus on maximizing efficiency and integrating modern technologies to deliver exemplary marketing and advertising solutions tailored for Ford's dealers and Lincoln retailers.

Tracy emphasizes her commitment to helping customers succeed in retail as she steps into her new role. She stated, "I am thrilled to join the FordDirect team and look forward to working with the talented people here to achieve our vision. Helping our customers win at retail will be my focus, and I am confident in our ability to deliver sustained success."

FordDirect's Strategic Importance

FordDirect stands as a beacon of digital marketing innovation within the automotive sector. Based in Dearborn, Michigan, the company offers a comprehensive online platform that connects dealers with consumers, enhancing the overall car-buying experience. By leveraging FordDirect's advanced marketing solutions, dealerships can drive traffic, boost sales, and significantly improve customer satisfaction.

The company's mission to seamlessly integrate digital strategies aligns perfectly with the ongoing transformation in consumer behavior towards online interactions and transactions. As more buyers turn to online platforms for their automotive needs, FordDirect is poised to lead the way in creating meaningful connections between dealers and customers.

Recognition and Achievements

Tracy's industry contributions have not gone unnoticed; she was honored by Auto Remarketing as a 2025 Women in Retail honoree, showcasing her influence and leadership within the automotive sector. Her educational foundation includes an alumna status from the University of Illinois Urbana-Champaign, where she laid the groundwork for her illustrious career.

Looking Forward

As Tracy Noonan Fred takes the reins at FordDirect, the automotive world will be watching closely to see how her expertise and vision will influence the joint venture's trajectory in the coming years. With a talented team of over 300 professionals backing her, there's no doubt that exciting developments lie ahead for FordDirect, its partners, and ultimately, the customers.

In summary, the appointment of Tracy Noonan Fred as COO marks a pivotal moment for FordDirect, enhancing its capability to adapt and lead in the ever-evolving automotive landscape. With a focus on innovation and customer satisfaction, the leadership transition promises to drive FordDirect towards greater strategic achievements.