Ford has made a significant hire in its pursuit of increasing revenue through digital services, appointing Mike Aragon, a veteran of Twitch, PlayStation, and Lululemon, as president of "integrated services." Aragon will lead a team responsible for building and marketing a suite of services and experiences across Ford's various business segments, including Ford Pro, Ford Blue, and Ford Model e.

Aragon's appointment is a strategic move by Ford to tap into his expertise in creating valuable digital ecosystems. His track record includes leading the PlayStation Network service and heading Twitch's content teams. Ford CEO Jim Farley praised Aragon's ability to help hardware companies create successful digital products, a crucial skillset as the automaker aims to replicate the success of companies like Apple in generating significant revenue through paid subscriptions.

Ford has already seen some success in this area, with over 800,000 paid subscriptions across its lineup, including services like its BlueCruise hands-free driving system and fleet management software. Aragon will build upon this foundation, working to create a more comprehensive suite of digital services that can drive revenue growth for the company.

Aragon's appointment also marks a shift in Ford's strategy, as the company seeks to move beyond its traditional focus on manufacturing and sales. By investing in digital services, Ford is acknowledging the changing landscape of the automotive industry, where companies like Tesla and others are generating significant revenue through software and services.

The hiring of Aragon is also notable given the parallels between Ford's strategy and that of Apple, which has seen enormous success through its paid subscription offerings, including Apple TV Plus, Fitness Plus, and News Plus. Ford's CEO, Jim Farley, has explicitly stated his desire to replicate this model, and the appointment of Aragon, who replaces Peter Stern, a former Apple services vice president, suggests that the company is committed to pursuing this path.

As Ford continues to evolve its business model, the appointment of Aragon is a significant step in its efforts to become a more diversified, services-driven company. With his expertise in creating successful digital ecosystems, Aragon is well-positioned to help Ford achieve its goals and stay competitive in an increasingly crowded and rapidly changing automotive landscape.

The implications of Ford's shift towards digital services are far-reaching, with potential benefits for both the company and its customers. As the automotive industry continues to evolve, it will be interesting to see how Ford's strategy unfolds, and whether Aragon's appointment will prove to be a key factor in the company's success.