Ex-Ford NZ boss joins Armstrong’s
The Armstrong Motor Group has appointed Simon Rutherford as chief executive officer of Auto Distributors New Zealand (ADNZ), the company’s import and distribution operation.
He joins ADNZ after an extensive career with Ford. Most recently, Rutherford, pictured, was general manager of marketing strategy launch and integration with Ford International Markets Group before which he was managing director of Ford NZ for eight-and-a-half years.
“I’m excited to be given the opportunity to lead the ADNZ team at a time of considerable transition, disruption and opportunity in the motor industry,” says Rutherford. “I intend to build strong, collaborative and enduring relationships with all my colleagues, and our OEM partners, dealers and suppliers.”
Troy Kennedy, Armstrong’s chief executive officer, adds: “We are delighted to have someone of Simon’s calibre join the group at this critical time.
“He’s a hugely experienced automotive executive, bringing significant global and local knowledge and proven strengths in distribution, retail, operations, strategy, sales, marketing and customer experience.
“Simon is well-respected in New Zealand’s automotive industry and was president of the Motor Industry Association from 2022-24.”
In his new role, Rutherford will have oversight of all ADNZ brands, including developing and growing the Leapmotor and smart brands where the company sees significant growth opportunities.
“This appointment further strengthens the Armstrong leadership team as we look to build on our success by helping more New Zealanders get behind the wheel of their dream cars,” adds Kennedy. “Simon will help take our distributor division, ADNZ, into its next exciting phase of growth.”
ADNZ has a key role in Armstrong’s. It is the official importer and distributor of Peugeot, Citroen, Opel, Leapmotor and, most recently, smart vehicles for New Zealand. It is 100 per cent Kiwi-owned and operated by its parent company.
Rutherford’s car-industry career
Simon Rutherford worked in the UK, China, Thailand and US before moving to New Zealand in 2016 to take the wheel at Ford NZ.
His career has included local, regional and global roles covering all facets of the car industry – from retail, parts and distribution to sales and marketing.
Rutherford has a track record of driving sales and customer service outcomes, with particular success in delivering successful marketing, strategy, process improvements and technology upgrades.
He started with his career in the industry in 1996 as vehicle sales area manager with Brunel Ford in south-west England before becoming general manager of retail automotive sales for Brunel Ford Bristol.
Rutherford then worked for Ford Motor Company in the UK for six years as a general field manager for London and the south-east, and was then national brand manager for Ford Mondeo.
He joined Ford Asia-Pacific and Africa in 2005 as field sales and marketing, and OTD, manager based in Bangkok, Thailand, for almost four years. Then it was off to Shanghai in China to be sales planning and programming manager until 2011 before two-and-a-half years as manager of order fulfilment and OTD.
In July 2023, Rutherford headed to Dearborn, Michigan, to become manager of global order to delivery. In January 2026, he was appointed managing director of Ford NZ, a position he held for eight-and-a-half years.
Married with two boys, he enjoys travel, running and sports. As a passionate Nottingham Forest FC fan, he has enjoyed the team’s recent revival and the key role Kiwi Chris Wood has played in that.
“Growing up in Malawi, Africa, and attending boarding school and university in the UK has given me a great platform for my career with Ford Motor Company and the many and varied experiences it has offered,” he says.
“After my initial work experience with Carlsberg in the UK. I have enjoyed 30-plus years in the automotive business. My various roles have included market, regional and global, and ranged from major change management programs across multiple functions to market and dealer retail roles.”
About Armstrong’s
Founded by Rick Armstrong in 1993, Armstrong’s employs more than 600 people and retails around 16,000 vehicles per year. It operates 20 dealerships and represents 18 marques across Auckland, Wellington, Christchurch and Dunedin.
It is also the official New Zealand distributor for Peugeot, Citroen, Opel, Leapmotor and smart. It operates a wider range of automotive businesses including an Auto Body Shop, ADNZ and Drive Holidays, and has a partnership in Auctions Online.
