Joseph Liu is appointed vice president, Product Innovation, Ford China, effective April 22, 2019. Liu reports directly to Anning Chen, president and CEO, Ford China. This newly designed position will accelerate product planning and combine Ford brand DNA and smart experience to better meet the needs of Chinese customers. In this position, Liu will leverage his deep Chinese consumer insights and network experience to coordinate and accelerate the China portfolio strategy and support product design. He will also focus on the product experience and marketing efforts of the related teams in China and across the world to drive clarity and attention on the Chinese customer.

Prior to this, Liu was vice president, Marketing & Sales, Ford China, overseeing the marketing and sales operations of Ford’s business units including Ford China Imported Vehicle Business Unit, Jiangling Motor and Ford Lio Ho.

An automotive industry veteran with more than 30 years of experience, Liu worked at Ford Lio Ho Motors in Taiwan from 1985 to 2000. During this time, he held senior positions in planning, marketing, sales and aftersales service. He also served as vice president of Regional Business Planning and Portfolio Strategy, helping to grow the company into a leader in the passenger car market.

Between 2000 and 2014, he worked in a number of senior marketing and leadership roles at GM in the region, including vice president of Sales and Marketing for GM Asia Pacific, vice president of Marketing at Shanghai GM, and managing director and president of GM Taiwan.

Liu holds a bachelor’s degree in engineering from the Chinese Culture University in Taipei, Taiwan.