Content area
Full text
When you talk to Ford Motor Co.'s "trading places" executives, Stephen Odell and Jim Farley, it's clear: They have inherited each other's challenges.
And it's hard to say who got the better deal.
Odell, two months into his post as global marketing chief, is looking to manage a year of crucial rollouts in the U.S. Ford lost share in the U.S. in 2014, and, while the changeover to the new F-150 played a part, several other vehicles also lagged the market.
Farley, meanwhile, inherits an improving but still loss-making Ford of Europe. Although Europe is stirring into...