Meet Peter Morlor: Driving the Future of the Ford F-150 in Europe

We are thrilled to welcome Peter Morlor, who joined us on 16 December 2024 as Head of Sales and Business Development for the Ford F-150 in Europe. Peter will lead efforts to further develop the business strategy and strengthen the presence of the Ford F-150 in the European market. With a wealth of experience and a passion for lifestyle vehicles, Peter is ready to make an impact. Let’s hear his thoughts on the journey ahead.

How does it feel to be on board?

It feels fantastic! After 25 years in Stockholm, I relocated to M?lndal to take on this exciting role at Hedin US Motors. This group company has seen incredible expansion, and I am proud to be part of it. Early in my career, I made a firm decision never to work on something I wasn’t truly passionate about—and I have stayed true to that.

My passion lies in niche lifestyle vehicles, such as the Ford F-150. I absolutely love these types of products. Handling a vehicle like the Ford F-150 requires expertise not only in the product itself but also in managing the entire import process, including planning and production. Few people in Europe have experience in this area, but I do—and that makes me feel like I am exactly where I should be. I am confident that I can make a real impact here.

Tell us a bit about yourself and your background.

I come from a strong sports background, having competed at an elite level in multiple disciplines. Fitness and discipline have shaped my career, and I still start every day with a workout—a routine I’ve followed since my teenage years. I am a dynamic leader and entrepreneur with a diverse background across multiple industries, particularly in the automotive sector, where I have held leadership roles for over 20 years. Most recently, I worked as a Project Development Manager in my own company. Prior to that, I served as CEO and Country Manager at AGT Europe Automotive Import, as well as CEO and founder of SRT Center and Pickup Center STHLM.

My expertise in building dealer networks and streamlining operations will be invaluable in this new role. I also have a background in media, where I began as a writer and later became a professional photographer. Over the years, I have photographed countless cars and even founded my own media company.

What are your thoughts on the Ford F-150?

It’s an icon—no doubt about it. This year marks the 50th anniversary of the Ford F-150, and it remains one of the most recognisable vehicle brands worldwide. In Europe, the Ford F-150 is seen as both a lifestyle and work vehicle. Whether towing a boat, transporting a snowmobile, or serving as a reliable workhorse, its versatility is unmatched. That’s what sets it apart, that is act as a combination.

What will be your main focus moving forward?

My top priority is refining our business model. Since joining, I’ve focused on identifying ways to improve efficiency, reduce costs, and optimise operations. I am also focused on maximising our in-house resources and ensuring we operate as effectively as possible. As Head of Sales and Business Development, my role extends beyond traditional sales management. I take a holistic approach, working across the entire process to drive improvements and create a sustainable, successful model.

What are you most looking forward to?

I am eager to refine and optimise our business model to ensure we achieve the best possible results. Of course, I am also incredibly excited about the upcoming model launch in 2025. It’s shaping up to be a very exciting year!

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Welcome to the team, Peter!