The world's second-largest automaker had until now managed the region from its worldwide headquarters in Michigan. The Bangkok headquarters represents a move closer to "where the growth is".
"Asia contributes a relatively small portion of our sales today - about 360,000 vehicles compared to millions in the US and Europe, Felice said.
"But if you look at where the growth is, it's in Asia."
Felice estimated that "significant double-digit growth in the region could bring it on par with the US by mid-2005.
Felice will be responsible for marketing strategies and initiatives in Thailand, Malaysia, Vietnam, Indonesia, the Philippines, Taiwan, China, India, Japan, South Africa, Australia and New Zealand. Ford has a market share of between one and two per cent in the region and ranks sixth in Thailand. It recently committed to launching a new product in Thailand every quarter over the next 18 months to stem a drop in the company's market share, which fell for the first time in four years in 2001. Marketing-wise, "one of the things we will do is have more regional consistency", said Felice.
