Ford Motor Co. sales chief Randy Ortiz reportedly will retire March 1 after 28 years of service.

Ortiz has served as head of sales for the Ford, Lincoln and Mercury brands since January 2007.

He joined Ford in 1982 and steadily ascended the sales and marketing ranks, holding positions in the auto maker’s Customer Service Division and Worldwide Direct Market Operations.

Ortiz is expected to be succeeded by Hal Feder, currently CEO of the auto maker’s South African operations, a position he has held for the past two years. Feder, who began his career at Ford in 1983, will report directly to Ken Czubay, vice president-sales and marketing.