Legacy: Geoff Polites was credited with turning Ford Australia around.

GEOFF Polites, the Australian chief executive of Jaguar and Land Rover, has lost his battle with cancer. He died at his country Victoria home yesterday, aged 60.

Tributes have flooded in for Mr Polites, who, after turning around Ford Australia’s fortunes as president between March 1999 and March 2004, is credited with returning Jaguar and Land Rover to profitability and successfully steering it through its ongoing sale process to Tata Motors.

“Geoff’s untimely passing robs his family and friends of a man who was a real inspiration to us all,” said Ford Motor Company president and chief executive Alan Mulally.

“His drive and determination, combined with his clear sense of vision for the business, played a huge role in turning round the business at Jaguar Land Rover and returning it to profitability.

“Geoff ensured that Jaguar Land Rover was not distracted and continued to focus on the fundamentals of the business during the recent sale process, despite at the time also fighting his own personal health battle.

“He was a trusted colleague and someone who was much respected not just by his peers but by all who had the privilege to work with him. Our sympathies are with his wife (Linda) and family at this difficult time.”

Mr Polites took the reins at Jaguar and Land Rover in September 2005, moving from Ford of Europe where he was vice-president of marketing, sales and service, and also worked as vice-president of European sales staff.

Before moving to Europe, Mr Polites was headhunted for the position of AFL chief executive but he declined to be interviewed for the job. A former VFL umpire, umpires’ adviser and Sydney Swans runner and team manager, Mr Polites described his love for Australian Rules football to Fairfax newspapers in 2003.

“It’s my passion, it’s what I love, that’s why I do it,” he said. “It excites me and you shouldn’t be there if it doesn’t. It’s a release and a lot of fun.

“It’s fantastic to be part of the football club and dealing with elite athletes at that level. I get a buzz out of being around athletes who are striving to be their best. And footy clubs have a way of keeping your ego in check. When you’re in charge of 5000 people (at Ford Australia) and you’re the 20th most important person at the club, it knocks your ego down. The work I do only takes me about 20 minutes, but it gives me a balance in my life.

“Working with the club helps me deal with what I do at work, because effectively I’m coaching 5000 people. My conversations are littered with football analogies, but I only think about football in my spare time, never at work.

“Cars and football are what I love. We get out to the big car races because that is what we do. But if the races clash with the Swans I go to the footy; the drivers know that and they appreciate that.”

Mr Polites’ connections with Ford ran deep. He had a close personal association with the company, as an employee and a dealer, for almost 40 years.

He was born and educated in Melbourne, gained a first class honours degree in economics from Monash University and, after contemplating an academic career, joined Ford Australia as product planner in 1970. After two years, he joined the company’s graduate training program in the US, working in product planning and marketing plans before moving to Europe for further development in product planning.

Back at Ford Australia, he continued in product planning until 1975, when he was appointed marketing plans and research manager. Two years later he became southern region country sales manager before returning to head office in 1979 as merchandising manager. He moved to Sydney in 1981 as eastern regional manager then returned again to head office in 1985 to become general sales manager.

Champion: The former Ford Oz, Ford of Europe and Jaguar Land Rover chief was also an avid AFL fan.

In July 1988, he resigned from the organisation to become dealer principal of City Ford in Sydney – described as Australia’s largest and most successful Ford dealership – which he operated for a decade. During that period, he was named Dealer of the Year three times, won the coveted Ford President’s award three times, served on Ford’s national dealer council for five years and was chairman of the council in 1998.

In selling his interests in City Ford and rejoining Ford Australia as its president the following year, Mr Polites’ open and forthright manner was apparent even in the statement announcing his appointment.

“Falcon. It’s a great car. It may not have had the immediate market acceptance that we would have liked but I am confident it will be a great success,” he said.

“Diversity. I am a great supporter of diversity issues and believe strongly in helping and working with the disadvantaged in the community and making a social contribution.

“What would I like to achieve as the leader of Ford Australia? I’d like to achieve a revolution in retailing and I’d like to be remembered as the president who changed Ford Australia from a mass marketer of automotive products to a company that appeals to a greater section of the consumer community with a greater variety of products.

“I’m a strong supporter of the plans the company has for working more closely with the dealers. I see it as a great way to improve the value of the product to everyone. Win win win. The customer wins, the dealer wins and the company wins with better service and lower overall cost to everyone.”

Ford Australia president Bill Osborne said today that the passing of Mr Polites “robbed his family, friends and colleagues of a dedicated, focused and determined man who was an inspiration to everyone he met”.

“Geoff was home in Australia for the birth of his first grandchild and unfortunately became critically ill while here. He passed away with his wife and family by his side,” Mr Osborne said.

“Despite battling ill health for the past two years, Geoff never lost sight of his goal to return Jaguar Land Rover to profitability. He exhibited similar strength of leadership and determination during his time as president of Ford Australia – qualities which resulted in the successful introduction of the BA Falcon in 2002 and the Ford Territory in 2004.

“Despite having moved onto other roles within Ford Motor Company, Geoff continued to believe passionately in the products and the team at Ford Australia. His energy, enthusiasm and support for our business will be sorely missed.”

Ford of Europe executive vice-president Lewis Booth said on Sunday that Mr Polites was “not just a respected colleague but a great friend”.

“Geoff was always someone to look up to throughout his almost 40-year career in the automotive industry. His passion for the car business was legend, but the resolve he showed since taking over as CEO of Jaguar Land Rover in 2005 was something very special,” he said.

“His leadership of the team that has put the Jaguar Land Rover business back into profitability has been exceptional. Geoff has given Jaguar Land Rover the solid foundation and established the strong management team it needs for a successful future. We will miss our friend very much.”

Jaguar Land Rover’s chief financial officer David Smith has become acting CEO at Jaguar Land Rover until a successor is appointed.

By Terry Martin