Ford Motor Company has appointed Tim Wels as managing director of Ford Philippines effective November 1, 2026, succeeding Pedro Simoes, who will be repatriating to the Middle East.
Wels is currently general manager for marketing and strategy at Ford Australia. He will relocate to Manila and report directly to Andrew Birkic, vice president for sales and service at Ford International Markets Group.
Leading Ford’s next phase in the Philippines
In his new role, Wels will lead Ford’s business in the Philippines, with responsibilities covering market growth, ownership and aftersales experience, and relationships with dealer partners.
His appointment comes as Ford Philippines continues to expand its local lineup and aftersales capabilities. Recent developments include the launch of the refreshed Ranger and Everest, the Territory Hybrid Platinum, and the opening of a new Parts Distribution Center and Learning Center.
“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,” said Birkic.
Nearly two decades with Ford
Wels joined Ford Australia in 2008 and has since held roles across retail, product and brand marketing, new vehicle launches, customer experience, marketing communications, and business strategy.
That experience gives him a broad view of both commercial operations and customer-facing functions as he takes over Ford’s Philippine business.
“I am excited to be joining our talented team in the Philippines,” said Wels. “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.”
Simoes moves on after transformation work
Birkic also acknowledged Pedro Simoes for his contributions to the Philippine organization.
“Pedro successfully led an organizational and culture transformation and positioned the business for success in its next phase,” Birkic said. “We wish him the very best in his new role.”
The leadership transition comes at a time when Ford Philippines is balancing new product launches with a stronger focus on ownership, dealer support, and aftersales infrastructure. With its 30th anniversary approaching in 2027, Wels will take over a business entering its next stage of local development.
More information is available through the Ford Philippines website.