Simoes to lead Ford PH soon

MANILA: Ford Motor Company has appointed Pedro Simoes as the next Ford Group Philippines managing director.

Effective December 1, the newly-hailed leader will succeed Michael Allen Breen who will be repatriating back to the United States (US).

According to Ford, Pedro — who is the current marketing, commercial vehicle and fleet director for the brand’s Middle East arm — shall be relocating to Manila and will report directly to Ford ASEAN and Asia Pacific Distributor Markets President Yukontorn Wisadkosin.

Once he assumes the position, Pedro will become responsible for “continuing to drive Ford’s growth in the Philippines”, which include sustaining the brand’s momentum, further boosting ownership and aftersales experience, and nurturing relationships with dealer partners to better serve customers.

“With proven track record of success in driving brand growth, market expansion, and collaborative leadership style, I am confident that Pedro will be able to lead the team and work together with our dealer partners to further strengthen our presence in the Philippines,” Wisadkosin was quoted as saying.

“We want to also express our sincere appreciation for Mike’s exceptional contributions to the growth of the Ford brand in the Philippines, having led the team to deliver exceptional business results. His personal commitment and engaging leadership have strengthened dealer relations significantly. We wish him the very best of luck in his new role in the US,” the executive added.

To recall, it was during Breen's term that the latest version of the Mustang as well as the legendary Bronco nameplate were brought to the country.

Prior to his upcoming position, Pedro joined the Ford Middle East team in Dubai, United Arab Emirates (UAE) in 2016 and served as marketing, commercial vehicle and fleet director where he established a new department, team and processes for the region in 2021.

In addition, he also became the retail marketing and revenue management director for the region, working with markets in Africa, the Middle East, and Asia Pacific.

The Dearborn-headquartered automotive marque noted that Simoes also held key leadership roles in marketing, brand, products, and sales functions for various automotive brands.

He earned his Bachelor of Science in Engineering (BESc) and Master of Science (MS) in Material Science Engineering from Universidade Nova de Lisboa, Portugal in 2007, and Executive Advance Marketing Program from Universidade Catolica Portuguesa in 2012.

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