Ford Hires Ex-Twitch and PlayStation Exec to Lead Digital Services Expansion

Ford hires ex-Twitch and PlayStation exec Mike Aragon to expand its digital services and subscription business.

Matilda

Ford Hires Ex-Twitch and PlayStation Exec to Lead Digital Services Expansion

Ford has hired a former Twitch, PlayStation, and Lululemon executive to lead the automaker’s digital services business. Mike Aragon, who previously led as CEO of Lululemon’s defunct Mirror home workout machine, is joining Ford as president of “integrated services.” Image:Google The company says Aragon will lead a team “responsible for building out and marketing a suite of services and experiences” across Ford Pro (business and fleet), Ford Blue (core passenger vehicles), and Ford Model e (electric vehicles). The company says it has more than 800,000 paid subscriptions across its lineup, including for services like its BlueCruise hands-free driving system and fleet management software. In a press release, Ford CEO Jim Farley says Aragon will help build the company’s early success with integrated services and has “a proven track record of helping great hardware companies create valuable digital ecosystems.” That track record includes the PlayStation Network service and leading Twitch’s co…

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