DETROIT - Ford Motor Co. has named Hal Feder (shown below) as general manager of Ford and Lincoln Mercury sales, replacing Randy Ortiz, 51, who is retiring March 1.

In this new role, Feder will report to Ken Czubay, 61, Ford's vice president of U.S. marketing, sales and service.

Since October 2006, Feder has served as CEO of Ford Motor Co. of Southern Africa, responsible for leadership oversight of product development, manufacturing, marketing, sales, and service operations for the Ford, Mazda, Volvo, Jaguar, and Land Rover brands.

Prior to this, Feder was Ford's executive director for North American Fleet, Lease and Remarketing Operations (NAFLRO) since February 2004, responsible for sales of cars and trucks from across the company's eight vehicle brands to daily rental, governmental, and commercial customers. He also oversaw the company's efforts in remarketing vehicles through auctions. Prior to this assignment, he was director of Sales Planning & Distribution for North American Marketing, Sales & Service.

Feder began his career with Ford in 1983 as a zone manager for Ford Division, focusing on the Tennessee, Kentucky, and Indiana markets. From 1987 to 1989, he held various positions at Ford Division, including sales promotion specialist for the Southeast region. He returned to Ford Division later in his career as regional manager for Memphis in 2002 and 2003.

Feder also worked at Lincoln Mercury from 1991 to 1994, including a position as general zone manager for the Southeast region. He completed a stint from 1998 through 1999 at the Ford Customer Service Division as manager for Business Strategy & Communications.

Last September, Feder was named one of five "Favorite Factory Fleet Directors" in a new Automotive Fleet survey.