Yota Baron has been appointed the new Chief Financial Officer (CFO) for Ford South Africa, the first woman to fill this position in the local company’s history.
She previously served as CFO for Direct Markets within the Ford International Markets Group.
Originally from South Africa, Baron takes over as CFO of the local operations from Joseph (Pepe) Verga, who will be returning to the United States. Verga has been Ford South Africa’s CFO since November 2016.
“We welcome Yota back to the Ford South Africa family, where her vast global experience in finance will further enhance our drive to reinvigorate our business as we focus on creating must-have products and services, treating customers like family and delivering on our goal of turning our automotive operations around to be more competitive,” says Neale Hill, MD of Ford South Africa.
“It is fitting that the announcement of Yota’s appointment happens in August, which is Women’s Month,” Hill says. “Her intimate knowledge of the local operations, matched to her extensive financial acumen on a global stage, will be invaluable during this exciting new chapter for Ford in South Africa.
Baron has gained a wealth of experience during her 31-year career at Ford, with her focus primarily on emerging markets in the Asia Pacific, Middle East and Africa regions in several leadership positions, including internal control, treasury, customs and tax, marketing, as well as manufacturing finance.
She was instrumental in setting up the Finance team in the regional Ford Dubai office for Middle East and Africa, where she was responsible for financial control of the Marketing Sales & Service division for two and a half years, before taking over the role of Profit Manager in March 2018 – a position she held until being appointed CFO for Ford Direct Markets in September 2020.
Prior to relocating to Dubai, Baron was the Operations Controller at Ford South Africa, responsible for the financial management of the Silverton Assembly Plant in Pretoria and the Struandale Engine Plant in Gqeberha (Port Elizabeth), between August 2013 and September 2015.
This followed almost seven years in the finance arm of the Asia Pacific region in Bangkok and Shanghai, first as Marketing Sales and Service Controller from 2007, then moving into the Business Planning Manager role in 2010.
“Returning to South Africa and being reunited with our daughters, family and friends after a long separation owing to travel restrictions have been a blessing and cannot be measured,” Baron says.
Baron has a Commerce Degree she attained at The University of Pretoria, and speaks Afrikaans, English and Greek. She has two children and is married to husband, Michael.
Martina Biene, a stalwart not only of Volkswagen in South Africa but of the automotive industry across the African continent, leaves Volkswagen Group Africa (VWGA) to join Škoda Auto as the new Board member for Sales and Marketing, effective 1 October 2026.
With a solid foundation in the parts division of a dealership, and having worked his way up through the ranks across several departments, Hyde Park Toyota's new Dealer Principal says he is ready for the challenge ahead.
Mitsubishi Motors has revived the Pajero name with the launch of the fifth generation Pajero Cross Country. The new model does not simply replace the previous Pajero that disappeared from the market in 2021. Its relationship with the Pajero Sport is equally important, particularly for markets such as South Africa.
Advertisement
Advertisement
I have bad reflexes. I was once run over by a car being pushed by two guys
Woody Allen
Martina Biene, a stalwart not only of Volkswagen in South Africa but of the automotive industry across the African continent, leaves Volkswagen Group Africa (VWGA) to join Škoda Auto as the new Board member for Sales and Marketing, effective 1 October 2026.
The Toyota Starlet has improved from zero to a four-star rating for adult occupant protection in Global NCAP's latest #SaferCarsForAfrica crash test results. This follows a safety upgrade to make six airbags a standard fit.
Ford Motor Company of Southern Africa has released a new corporate manifesto that sets out its commitment to the country, its customers and its dealer network, alongside a renewed push to champion industrialisation as central to South Africa's future.
