Ford Philippines Appoints Tim Wels as Managing Director to Lead Growth and Innovation

Ford Motor Company has announced the appointment of Tim Wels as Managing Director of Ford Philippines, effective November 1, 2026. Currently serving as General Manager of Marketing and Strategy at Ford Australia, Wels will succeed Pedro Simoes, who will be returning to the Middle East.

Wels will relocate to Manila and report directly to Andrew Birkic, Vice President of Sales and Service at Ford International Markets Group (IMG).

In his new role, Wels will oversee Ford’s operations in the Philippines, focusing on sustaining growth, enhancing the ownership and aftersales experience, and strengthening relationships with dealer partners to better serve customers. His appointment comes at an exciting time for Ford Philippines, following the recent launches of the refreshed Ranger and Everest lineup, the Territory Hybrid Platinum, and ongoing efforts to improve aftersales services through the new Parts Distribution Center and Learning Center.

“With a proven track record of driving profitable growth, strengthening brand value, and leading high-performing teams, I am confident that Tim will effectively lead our team and collaborate with our dealer partners to further elevate the Ford brand in the Philippines,” said Birkic.

He also expressed appreciation for Pedro Simoes: “On behalf of the Ford team, I want to thank Pedro for his significant contributions to Ford Philippines. Pedro successfully led an organizational and cultural transformation, positioning the business for continued success. We wish him all the best in his new role.”

Wels has been with Ford Australia since 2008, accumulating nearly two decades of experience across retail, product and brand marketing, vehicle launches, customer experience, marketing communications, and business strategy—deepening his understanding of the automotive industry.

“I am excited to join our talented team in the Philippines,” said Wels. “I look forward to working with our dedicated employees, dealers, and partners who have been instrumental in Ford Philippines’ success—especially as we approach our 30th anniversary in 2027, with an exciting vehicle lineup and enhanced ownership offerings for Filipino customers.”