Like his predecessor, Mike Purchase presents as a newbie to the car game.

PROPOSAL car business background is no requirement to run a car brand is taking a second run around the block with Ford New Zealand.

Announcement has come that Ford New Zealand’s next boss will have the same credential as his predecessor.

Namely, no previous cited experience in the specific industry, but plenty in the telecommunications sphere.

Incoming on November 16 as managing director of the second-strongest auto brand is Mike Purchase a former executive at One New Zealand, which used to be called Vodaphone.

He replaces Annaliese Atina, who becomes managing director of Ford Vietnam from December 1.

Holding the role from May of 2024, Atina became the first boss of Ford here to break from the make’s habit of filling the role from its global ranks.

Her background was also at One NZ as well as Coca-Cola Amatil.

Biography information shared by Ford NZ relates that Purchase has spent nearly four decades in telecommunications and technology.

In addition to senior roles at One New Zealand, where appears to have most recently held the role of enterprise director, and at Vodafone, he has been at WorldxChange, New Zealand Post and Capgemini Ernst and Young.

He was most recently chief enterprise director at One New Zealand, leading a team of about 500 in its ICT and government business.

Outside of work, he has been a board member of Maritime New Zealand and DEFEND, and president and chair of Royal New Zealand Coastguard. He is a chartered member of the Institute of Directors.

There is no mention of any motoring or motorsports interests.

Ford Australia and New Zealand president and chief executive Fadi Mawal says Purchase brings commercial and leadership experience.

“Mike is a highly experienced and collaborative leader with a strong track record of delivering growth, leading transformation and building teams around customers and complex business outcomes.

“His experience across technology, enterprise, government and large-scale business operations will be a valuable asset to Ford New Zealand as we continue to build on our momentum and deliver for our customers, dealers and stakeholders,” Mawal says.

Ford says the appointment is intended to ensure continuity in its business priorities and in customer and dealer relationships.