Bert Serre

FORMER public affairs manager of Ford Australia, Hubert (Bert) Serre, who was seconded to Ford Australia for the 1988 launch of the EA Falcon, has died at his home in Windsor, Canada. He was aged 74.

He leaves his wife of 53 years, Maureen, three children, and five grandchildren.

The French-Canadian started his career in the newsroom of his local radio station CKLW Windsor and then moved to Chrysler and Ford in public affairs roles.

He was seconded from Ford in Detroit to Australia for the launch of the all-new EA Falcon in early 1988 and remained for some months before returning to the US.

He was back in Australia in late 1989 and held the public affairs post for three years before handing the position over to Mike Jarvis and returning to Detroit. Mr Serre told one of his best friends, another ex-Ford PR man, Jim Bright, that the Australian stint was “his best ever”.

Back in the US, he held senior posts with Ford including director supporting communications for product development, manufacturing, purchasing and supply, and the regional field offices. He then left the company to join an automotive supply company before retiring.

In December 2013, he fell from the roof of his house in Windsor, Canada, breaking 29 bones – including his right hip and all his ribs – and bruising a lung, damaging his kidneys and incurring concussion.

He spent 61 days in hospital and staged a full recovery, however he became unwell and tests showed cancer.

He had an operation and was recovering from that procedure at home last Wednesday, dying unexpectedly the next day.

Mr Jarvis said he was a wonderful man and they remained good friends, both after working together in Detroit and later when they visited each other.

Mr Bright said Mr Serre was highly regarded in the industry and by news media in the US and abroad.

John Mellor, publisher of GoAutoMedia, said that Mr Serre established a strong working relationship with journalists as the company was emerging from a long era where public relations was conducted by a rigid form of palace guard that found that articles about Ford Australia and its products were largely unwelcome.

“Bert welcomed calls from journalists and was practiced in the fine art of giving enough to help the writer get the yarn done without giving too many of Ford’s secrets away.”

By Neil Dowling