Upon assuming her new leadership post, Atina will relocate to Hanoi and report directly to Andrew Birkic, Vice President of Sales and Service at Ford’s International Markets Group.
This executive transition arrives during an active operational cycle for the brand. Ford Vietnam recently overhauled its domestic vehicle lineup, debuting upgraded versions of the Ranger pickup and Everest SUV, unveiling the new Territory Platinum edition, and expanding customer engagement programs across the country.
Three Decades of Automotive Transformation
To understand Ford’s presence in Vietnam today, one must look back at how profoundly the country’s roads have evolved.
Three decades ago, as Vietnam first opened its doors to foreign direct investment in the mid-1990s, Hanoi and Ho Chi Minh City were tranquil seas of bicycles and classic motorbikes. When Ford became one of the pioneering foreign carmakers to build an assembly plant in Hai Duong in 1997, a passenger car was still a rare luxury.
Over the ensuing decades, Vietnam transformed into one of Southeast Asia’s most dynamic economic engines. Rugged Ford pickups and family SUVs gradually became familiar companions 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 of a sophisticated, rapidly changing market.
Extensive Global Commercial Expertise
Atina brings over two decades of multifaceted executive experience spanning automotive, fast-moving consumer goods, telecommunications, and digital technology. Her core expertise encompasses commercial operations, strategic roadmapping, stakeholder relations, and steering businesses through accelerated transformation.
Ms. Annaliese Atina will arrive in Vietnam on December 1, 2026.
During her tenure at Ford New Zealand, Atina oversaw strategic supply planning, sales, marketing, customer care, brand stewardship, and dealer network expansion. Ford’s corporate records highlight her close collaboration with retail partners and the National Dealer Council to harmonize strategic priorities, streamline operational efficiency, and launch consumer-first initiatives.
Her background also includes senior commercial leadership roles at Vodafone New Zealand and Coca-Cola Amatil, where she steered large-scale operations and managed teams of over 600 personnel. She holds a Master of Business Administration from the University of Waikato Business School, alongside multiple executive leadership certifications.
Navigating the Next Chapter in Vietnam
Ms. Annaliese Atina is currently the Managing Director and CEO of Ford New Zealand, having joined the company in 2024.
Commenting on her appointment, 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 stressed the importance of elevating customer care while keeping vehicle lineups aligned with evolving Vietnamese consumer expectations.
Looking ahead, Ford Vietnam plans to maintain its strategic emphasis on product enhancements, dealership support, and service quality. However, the automaker has not yet released specific sales targets, an official electric vehicle roadmap, or structural distribution adjustments tied specifically to Atina’s upcoming tenure.
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