Wels to replace Simoes as Ford PH managing director

MANILA: Ford Philippines will be under Tim Wels—the current Marketing and Strategy general manager for the Blue Oval’s Australian arm—starting November 1.

In a statement, the American automotive marque’s distributor in the country said the new leader—who will succeed Pedro Simoes—will directly report to Ford International Markets Group-Sales and Service Vice President Andrew Birkic.

Wels has been with Ford Australia since 2008 and helped grow the business across retail, product and brand marketing, new vehicle launches, customer experience, marketing communications and business strategy.

In his new role, the upcoming managing director “will be responsible for leading Ford’s business in the Philippines”—sustaining the brand’s growth in the market, improving the ownership and aftersales experience, and fostering strong relationships with dealer partners to better serve customers.

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“I am excited to be joining our talented team in the Philippines,” Wels said.

“I look forward to working with our passionate group of employees, dealers and partners who have all been instrumental to the success of Ford Philippines, especially as it approaches its 30th anniversary in 2027 with an exciting vehicle line-up and enhanced ownership offerings for Filipino customers,” he added.

His appointment followed Ford Philippines’ launch of the refreshed Ranger and Everest lineup and Territory Hybrid Platinum as well as the opening of the new Parts Distribution Center and Learning Center.

Meanwhile, Birkic expressed confidence in Wels’ capabilities as a leader.

“With a proven track record of driving profitable growth, enhancing brand value, and leading high-performing cross-functional teams, I am confident that Tim will be able to lead the team and work together with our dealer partners to further strengthen the Ford brand in the Philippines,” Birkic was quoted as saying.

On the other hand, Wels’ predecessor Simoes, will be repatriated to the Middle East.

“On behalf of the Ford team, I also want to express my appreciation to Pedro for his significant contributions to Ford Philippines. Pedro successfully led an organizational and culture transformation and positioned the business for success in its next phase. We wish him the very best in his new role,” he added.

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