Ford Motor Company officially announced that Tim Wels will be Ford Philippines’ new Managing Director effective November 1, 2026. Wels will succeed Pedro Simoes, who will be repatriating to the Middle East.
The Blue Oval brand shared that Tim Wels currently holds the position of General Manager, Marketing and Strategy for Ford Australia. Wels will relocate to Manila and will report directly to Ford International Markets Group Vice President, Sales and Service, Andrew Birkic.
“With a proven track record of driving profitable growth, enhancing brand value, and leading high-performing cross-functional teams, I am confident that Tim [Wels] 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.
Wels is expected to sustain Ford’s growth in the local market, with a focus on improving the brand’s ownership and aftersales experience. He is also tasked with creating strong relationships with dealer partners to better serve customers. Ford PH’s appointment of a new Managing Director comes at a time when the car brand is actively introducing new products in the market.
Among the new products from Ford PH is the launch of the refreshed Ranger and Everest lineup, as well as the Territory Hybrid Platinum. The refreshed Ford Ranger and Ford Everest are both equipped with a new turbocharged 3.0-liter V6 diesel engine. The Territory Hybrid Platinum, on the other hand, comes with an introductory price of P1,655,000, and is integrated with a black roof, gloss black trim pieces, exclusive Platinum badging, LED daytime running lights, and newly designed 19-inch alloy wheels.
Aside from continuing Ford PH’s momentum, Wels’ appointment is also driven by efforts to improve the car brand’s aftersales experience with the new Parts Distribution Center and Learning Center.
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. 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,” shared Wels.
Autocar’s Take
Ford Philippines will have a new Managing Director effective November 1, 2026. Tim Wels will be succeeding Pedro Simoes, who has been Ford PH’s Managing Director for two years. During Simoes tenure as Ford PH’s leader, the car brand registered a strong sales performance, which was mainly driven by the Territory Hybrid. Ford Philippines sold a total of 21,784 units last year, ending its 2025 sales campaign as one of the top five best-selling car brands in the country. Among the vehicles that helped Ford’s sales push in 2025 is the Territory Hybrid, which posted over 1,645 units sold.
