Ford Motor Company has appointed Tim Wels as managing director of its Philippine operations effective Nov. 1, 2026.
Wels, currently general manager for marketing and strategy at Ford Australia, will succeed Pedro Simoes, who will return to the Middle East for a new assignment.
Wels will relocate to Manila and report to Andrew Birkic, vice president for sales and service at Ford International Markets Group.
He will oversee Ford’s Philippine business, including its sales strategy, dealer relationships, customer experience, and aftersales operations.
“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,” Birkic said.
Wels joined Ford Australia in 2008 and has held roles covering retail, product and brand marketing, vehicle launches, customer experience, marketing communications, and business strategy.
His appointment follows the Philippine launches of Ford’s refreshed Ranger and Everest models and the Territory Hybrid Platinum.
The automaker has also opened a new parts distribution center and learning center as part of its aftersales operations.
“I am excited to be joining our talented team in the Philippines,” Wels said. “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.”
Birkic also credited Simoes with overseeing changes within Ford’s Philippine organization.
“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,” he said.
