Mike Aragon joined Ford Motor Co. as president of the company’s integrated services unit on March 17, the company announced in a press release.
He will lead the team “responsible for building out and marketing a suite of services and experiences across Ford Pro, Ford Blue, and Ford Model e to capture high-margin revenue and increase customer satisfaction and loyalty,” according to the press release.
Aragon’s appointment comes roughly three months after the departure of Peter Stern, the inaugural head of the integrated services department. Stern joined Ford in August 2023 to lead the new department. He left the company in December 2024 in order to become CEO of Peloton Interactive.
Aragon has a long history of technology executive roles. Most recently, he led Lululemon Athletica’s digital fitness studio, acting as CEO of Mirror before the product was discontinued. He has also served as chief content officer of Twitch, as general manager of Crunchyroll’s former parent company Ellation, and as vice president and general manager for Sony’s PlayStation Network.
Ford CEO Jim Farley has called the integrated services department a “strategically vital part of our business,” as it is responsible for the Ford Pro productivity software, Ford’s hands-free driving system, and digital safety and security features.
“The heart of the Ford+ plan is to match our iconic and trusted vehicles with incredible services and experiences that will improve the lives of our customers and help businesses succeed,” Farley said in the press release, tying the integrated services unit with the company’s long-term strategic plan.
“Mike is the right leader to build on our early success with Integrated Services and help Ford capture this immense growth opportunity,” he said, adding that Aragon “has a proven track record of helping great hardware companies create valuable digital ecosystems.”
By the time of Aragon’s appointment, paid software subscriptions had surpassed 800,000, per the automaker, with Ford Pro commercial subscribers making up a large portion.
“Ford’s commercial fleet capabilities are unmatched, and there is a huge opportunity to harness software, data, and services to help our business customers run safer, more efficient, more profitable businesses,” Aragon said in a statement. “Ford Pro has already built a strong base, and I want to help amplify it and bring it to the next level.”
Data indicates that drivers appreciate some advanced digital features, but find others are annoying or hard to use, suggesting that an automaker’s technology strategy could make or break customer satisfaction.
“We can spark new in-cabin experiences and services that feel seamless and contextual for our customers,” Aragon said in a statement.
