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Ford hires a bit of Apple-Nike-Burberry branding magic

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President Donald Trump will have breakfast today with auto executives as he continues to push for jobs. The CEOs from General Motors , Ford and Fiat Chrysler will be in attendance. Video provided by TheStreet


SAN FRANCISCO — For the past few years, Ford Motor CEO Mark Fields has made an explicit point of calling the storied automaker a mobility company.

That rebranding is part of an effort to pivot from just being a manufacturer of cars and trucks toward being a provider of transportation solutions in a tech-fueled era of autonomous cars, ride-hailing startups and vehicle sharing.

This Ford strategy gets another boost with the hiring Wednesday of new chief brand officer Musa Tariq, 34, whose background is decidedly non-automotive.

Tariq, who will be moving to Detroit, is coming off a two-year stint as global marketing and communications director for Apple Retail at the company’s Cupertino, Calif., headquarters.

Tariq went to Apple from Nike, where he built the…

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