Ford Motor Company has announced the appointment of Tim Wels as managing director, Ford Philippines, effective November 1, 2026. Tim is currently general manager, Marketing and Strategy, Ford Australia. He will succeed Pedro Simoes who will be repatriating to the Middle East.
Wels will relocate to Manila and will report directly to Andrew Birkic, vice president, Sales and Service, Ford International Markets Group (IMG).
In his new role, Wels will be responsible for leading Ford’s business in the Philippines, including sustaining Ford’s growth in the market, improving the ownership and aftersales experience, and fostering strong relationships with dealer partners to better serve customers. Wels’ appointment comes at an exciting time for Ford Philippines with the recent launches of the refreshed Ranger and Everest lineup and Territory Hybrid Platinum, as well as the continuation of its commitment to improve the aftersales experience with the 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.
“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,” added Birkic.
Wels joined Ford Australia in 2008 and has since built close to two decades of experience leading and growing the business across retail, product and brand marketing, new vehicle launches, customer experience, marketing communications and business strategy, resulting in his deep understanding of the automotive industry.
“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.”
