THE former CEO of the Australian Automotive Dealer Association (AADA) and longstanding automotive executive Bruce McDonald has died.  

His career as a business executive was primarily in the automotive sector in Australia and overseas, notably with Ford. 

The Australian Marketing Institute (AMI) said Mr McDonald had a distinguished 28-year career with Ford Motor Company in Australia and the United States, culminating in the executive leadership roles of vice-president of marketing and sales, as well as the customer service division of Ford Australia.

“His overriding responsibility was custodian of the Ford brand,” the AMI said. 

“In addition to his strong marketing, business strategy and people skills, Bruce developed a reputation for building a strong and effective partnership with his Ford dealer distribution network. 

“Bruce’s long-term career with Ford Motor Company provided him with extensive international experience and associated exposure to different business cultures and practices. 

“His own leadership development came through his selection as a member of the Ford executive partnering program in Detroit.     

“This provided him first-hand exposure to the leadership styles and behaviours of Ford Motor Company’s most senior leaders.”  

In late 1996, Mr McDonald was awarded a highly sought-after Ford international service assignment to the US for about four years. 

The AMI said his initial appointment was as manager of portfolio brand strategy, Ford Asia-Pacific. 

Bruce McDonald former CEO of the Australian Automotive Dealer Association (AADA)

“This responsibility involved the delivery of extensive marketing training to Ford and advertising agency colleagues in numerous Asia-Pacific markets,” the AMI said. 

“Bruce’s subsequent leadership assignments in the US culminated in his appointment as Ford regional manager, New York.” 

The AMI said Mr McDonald was a mentor to the Royal Melbourne Institute of Technology (RMIT) business plan competition for several years, and a final round judge.  

“He was also chair, RMIT University graduate school of business and law, program advisory board and was the coordinator of the RMIT MBA mentoring program,” it said. 

“Bruce is a graduate of the Australian Institute of Company Directors.”  

Aside from his roles at Ford, Mr McDonald was a successful entrepreneur, presenter, mentor and non-executive director.  

He had been the CEO of Driver Education Centre of Australia (DECA); CEO of the Australian Automotive Dealer Association (AADA) from June 2015 to July 2016; marketing manager at Nissan Australia (1989-1991); non-executive director, Rural Workforce Agency, Victoria (RWAV); founder and director of Advantage Point Business Advisors; chair, The Future Circle and EA Circle groups; and advisor for strategy and client partnerships for Digital Next. 

“Bruce’s core competency is as a sales and marketing leader, underpinned by a zealous customer-centric attitude,” the AMI said.  

“The key to his success, as a long-term Ford Motor Company employee, and as a business entrepreneur, is his ability to apply his considerable emotional intelligence to effectively engage and understand the needs of all stakeholders. 

“As the founder (in 2011) and director of his own consulting business, Advantage Point, Bruce has shared his extensive practical wisdom across a range of market sectors, including automotive wholesale and retail, transport and logistics, horticulture, food, health, petroleum, OH&S, real estate, tourism and manufacturing. 

“Bruce established his business in recognition of the increased reliance by businesses, in all sectors, on discounted price as their primary, but unsustainable, source of brand appeal.”