Ford Motor Company of Canada has named David Mondragon as president and CEO from 1 September as it introduces its expanded 2009 model lineup and commits to being the best or among the best in fuel economy with every new product in its segment.

"It's an exciting time to join Ford of Canada as we accelerate plans to introduce new fuel-efficient vehicles, especially small cars and crossovers, which are exactly what Canadian consumers are asking for," Mondragon said.

During 23 years with Ford, Mondragon has held a variety of roles in sales and marketing and is currently general manager for the southwest region, Ford's largest in the US.

He began his Ford career in an entry-level administrative job at the Edison (New Jersey) assembly plant and moved on to a variety of management positions in marketing programmes, field operations, contests and incentives, and sales training.

As manager of marketing programmes and strategy, Mondragon directed national incentive programmes and led the strategy for more than 80 motor shows across the US.

Mondragon replaces Barry Engle, who last week said he was leaving the company to become president and CEO of New Holland Agricultural Equipment from 8 September.