FordDirect names Tracy Noonan Fred as chief operating officer

FordDirect, a joint venture between Ford Motor Company and its dealers, appointed Tracy Noonan Fred as chief operating officer. Fred will work alongside Chief Executive Officer Chris Thornton to lead the company's digital strategy, data integration, and technology initiatives for Ford dealers and Lincoln retailers.

In her new role, Fred will oversee daily operations across multiple business segments, including product development, dealer engagement and marketing, analytics and data strategy, and enterprise operations.

"Tracy brings incredibly valuable experience from our industry to FordDirect," Thornton said in a statement. "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."

Fred brings more than 30 years of automotive industry experience to the position. She previously held national and field management roles at Toyota, Nissan, Mitsubishi, and Mazda. Most recently, she served as Senior Vice President of Dealer and Lender Solutions at Cox Automotive.

Fred was recognized by Auto Remarketing as a 2025 Women in Retail honoree. She graduated from the University of Illinois Urbana-Champaign.

"I am thrilled to join the FordDirect team and look forward to working with the company's talented people and teams to achieve our vision," Fred said. "Helping our customers win at retail will be my focus, and I am confident in our ability to deliver sustained success."

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