SUV

Ford CEO Jim Hackett has finally come into his own as the carmaker launches its much-anticipated Bronco SUV

Ford CEO Jim Hackett speaks at the Detroit Economic Club at Ford Field on April 9, 2019 in Detroit, Michigan.
Ford CEO Jim Hackett speaks at the Detroit Economic Club at Ford Field on April 9, 2019 in Detroit, Michigan.

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  • Ford CEO Jim Hackett has faced steady criticism since he took over at the automaker in 2017.

  • Hackett is a staunch proponent of “design thinking,” and the first Ford vehicles shaped by that process are starting to come to market.

  • The best example is the all-new Bronco SUV, which debuted last week after years of anticipation — and racked up so many reservations that it briefly crashed the pre-order website.

  • Ford has challenges ahead, as it emerges from the COVID-19 pandemic and a near total shutdown of its manufacturing operations.

  • But Hackett’s vision for the company is finally showing results and shaping the future of the 117-year-old automaker.

  • Visit Business Insider’s homepage for more stories.

When nobody was looking, Ford CEO Jim Hackett quietly got on a

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