Ford has announced that Peter Fleet has been named president, Ford ASEAN, effective April 1, 2010.

He will be based at Ford’s ASEAN headquarters in Bangkok, and report directly to Joe Hinrichs, group vice president and president, Asia Pacific and Africa. Fleet will replace Dave Alden, who will retire on May 1 after 32 years with Ford.
In his new role, Fleet will take over Alden’s responsibilities of managing and growing the integrated operations across Ford’s ASEAN markets – including Thailand, the Philippines, Indonesia, Malaysia and Vietnam. This, Ford says, includes leveraging ASEAN regional assets and resources, overseeing the successful implementation of product programs, and efficiencies of Ford’s manufacturing operations.
“Peter’s proven leadership will be critical to driving the successful and ongoing expansion of our ASEAN operations. Additionally, his wealth of experience in marketing and sales will be invaluable in helping deliver a high impact upcoming ASEAN launch of Ford Fiesta,” said Joe Hinrichs, Ford group vice president and president, Asia Pacific and Africa.
Fleet, 42, is currently Regional Director, European Sales Operations for Ford of Europe, a role he has served in since September 2007. He is responsible for the Ford national sales operations in Ireland, Sweden, Denmark, Finland, Norway, Poland, Czech Republic, Romania, Hungary, Greece and the developing markets within the Ford EDM organisation.
Fleet joined Ford Motor Company in 1989 as a graduate trainee in Ford of Britain, and has held a number of senior positions within Sales & Marketing in the UK and greater Europe.
Alden, who joined Ford Motor Company in 1978, has spent the last five years at Ford’s ASEAN headquarters in Bangkok, the last 2-1/2 as president of Ford’s ASEAN operations. Prior to his current role, Alden served as vice president of Marketing, Sales & Service Operations, Asia Pacific and Africa, responsible for all marketing, sales and service strategies for the 12 regional markets.
“Dave’s contributions to our business in the Asia region have been significant, specifically his leadership of the ASEAN region and guiding its return to profitability in 2009,” said Joe Hinrichs.

“His strategic direction over the past few years has better positioned our ASEAN operations for continued future success.”