Ford Philippines has opened a new training facility in Calamba, Laguna as the company ramps up efforts to improve customer service standards, strengthen dealership capabilities, and prepare its network for the growing transition toward electrified mobility. Dubbed the Ford Learning Center, the newly inaugurated 1,500 sqm facility will serve as the primary training hub for Ford dealer personnel nationwide, replacing the company’s previous 110 sqm training area in Makati.
The investment highlights Ford Philippines’ push to modernize the ownership experience by equipping dealership employees with updated technical expertise, product knowledge, and customer service skills. The company’s move proves to be timely as vehicle technologies continue to evolve rapidly.
The Ford Learning Center features seven mechanical bays, including a dedicated electric vehicle training bay, four classrooms, meeting spaces, office areas, and a dedicated showroom for hands-on product demonstrations and customer interaction simulations. At the heart of the facility is a 451 sqm workshop designed to replicate real dealership operations. Equipped with two-post and four-post lifts, the mechanical bay allows technicians to undergo diagnostics, repair procedures, and certification programs for both internal combustion and electric vehicles in a controlled environment.
Ford says the facility can also accommodate more than 100 participants per training session. This is made possible via its configurable classroom setup, allowing simultaneous instruction for technicians, service advisors, and sales personnel.
According to Ford Philippines Managing Director Pedro Simoes, the Learning Center represents more than a physical expansion of the company’s training capabilities. It is also a long-term commitment to the Philippine market and the overall customer ownership journey.
The opening of the Ford Learning Center forms part of Ford’s after-sales strategy. It follows the establishment of its Parts Distribution Center in Laguna in 2024 and the rollout of services such as Online Service Booking, Mobile Service Vehicle, Express Service, Service Price Calculator, and Pickup and Delivery.
Supporting the company’s after-sales modernization efforts is the appointment of Pushparaj Muthusamy as the new director of Ford’s Customer Service Division in the Philippines. Based in Manila, Muthusamy will oversee after-sales operations, dealer relations, and service retention initiatives aimed at improving the Ford ownership experience. He succeeds Joyce Laxamana, who has moved to the role of Parts Supply and Logistics Director for Ford ASEAN.
With more than 15 years of experience in after-sales planning, service operations, and analytics, Muthusamy is expected to play a key role as Ford Philippines continues enhancing its customer service and dealership capabilities in the electrified era.
Autocar’s Take
The newly opened Ford Learning Center has the potential to become one of Ford Philippines’ most important investments in recent years. Modern vehicles are becoming more software-driven, connected, and electrified, making dealership competence more critical than ever.
Customers may never see the classrooms or mechanical bays in Calamba, but they will feel the difference through faster repairs, more accurate diagnostics, and better customer interactions. Also, the appointment of Pushparaj Muthusamy further reinforces Ford’s after-sales ambitions, suggesting that ownership experience is becoming just as important as vehicle sales themselves.
However, one tiny detail that caught our attention was how the center managed to include braille letterings on the signages of each area. For example, the “Ranger” classroom. Below the Ranger name is a braille equivalent that spells “R A N G E R”. For visually impaired visitors or trainees, this is big news as the blind community has been pushing for inclusivity in the society, especially in the working class. Thank you, Ford Philippines for this meaningful attention to detail.
