Ford Vietnam Appoints New Managing Director Amidst Market Refresh

Ford Vietnam has appointed Annaliese Atina as its new Managing Director. Atina will relocate to Hanoi and report directly to Andrew Birkic, Vice President of Sales and Service at Ford’s International Markets Group (IMG). This executive transition occurs during an active operational period for the company. Ford Vietnam recently refreshed its domestic vehicle lineup, introducing upgraded versions of the Ranger pickup and Everest SUV, unveiling the new Territory Platinum edition, and expanding customer engagement programs nationwide. To understand Ford's current presence in Vietnam, it's essential to look back at the evolution of the country's roads. Three decades ago, in the mid-1990s when Vietnam first opened to foreign direct investment, Hanoi and Ho Chi Minh City were characterized by a quiet sea of bicycles and classic motorbikes. When Ford became one of the pioneering foreign automakers to establish an assembly plant in Hai Duong in 1997, a passenger car was still a rare luxury. Over subsequent decades, Vietnam transformed into one of Southeast Asia's most dynamic economic engines. Rugged Ford pickups and family SUVs gradually became familiar sights on misty highland roads in Sa Pa, winding coastal routes along central beaches, and bustling modern urban expressways. Today, Ford's leadership handover reflects the high stakes in a sophisticated and rapidly changing market. Atina brings over two decades of executive experience across automotive, fast-moving consumer goods, telecommunications, and digital technology. Her expertise spans commercial operations, strategic roadmapping, stakeholder relations, and steering businesses through accelerated transformation. Currently the Managing Director and CEO of Ford New Zealand since joining in 2024, Atina previously oversaw strategic supply planning, sales, marketing, customer care, brand stewardship, and dealer network expansion. Her tenure at Ford New Zealand involved close collaboration with retail partners and the National Dealer Council to align strategic priorities, streamline operations, and launch customer-centric initiatives. Her background also includes senior commercial leadership roles at Vodafone New Zealand and Coca-Cola Amatil, where she managed large-scale operations and teams exceeding 600 personnel. She holds an MBA from the University of Waikato Business School and multiple executive leadership certifications. Atina expressed her commitment to collaborating closely with local staff, authorized dealerships, and corporate partners to build upon Ford Vietnam’s established market foundation. She emphasized the importance of elevating customer care while ensuring vehicle lineups align with evolving Vietnamese consumer expectations. Looking ahead, Ford Vietnam plans to maintain its strategic focus on product enhancements, dealership support, and service quality. However, the automaker has not yet released specific sales targets, an official electric vehicle (EV) roadmap, or structural distribution adjustments tied to Atina’s upcoming tenure.