Ford Philippines welcomes new Managing Director, Michael Breen

Published April 29, 2021, 9:46 AM

by Inigo Roces

Incoming Ford Philippines Managing Director, Michael Breen.

Ford Philippines will be helmed a new managing director beginning June 1, 2021. Ford Motor Company announced the appointment of Michael ‘Mike’ Breen as managing director.

Breen is currently managing director, Ford Asia Pacific Direct Markets (APDM). Breen will relocate to Manila and will report directly to Yukontorn ‘Vickie’ Wisadkosin, president, Ford ASEAN.

In his new role, Breen will be responsible for continuing to drive Ford’s momentum in the Philippines, including sustaining the success of its vehicle lineup and further enhancing the ownership and aftersales experience for Ford customers.

In his present role which he assumed in 2019, Breen leads a team that supports distributors across 25 countries working around various product requirements and customer engagement initiatives. Under his leadership as managing director, he supported distributors to grow Ford’s presence in selected markets by introducing new products which led to a 15 percent increase in volume and 5.6 points improvement in market share.

He takes the reigns from former managing director, PK ‘Uma’ Umashankar, who was appointed as the new director of Ford Customer Service Division, International Markets Group (IMG).

“Mike brings with him a wealth of experience gained from close to three decades of working in Ford markets all over the world,” said Wisadkosin. “As APDM country lead complemented by his extensive expertise in dealer relations, marketing, and sales operations, I am confident that Mike’s leadership in the Philippines, together with our dealer partners, will help us improve customer experience to further grow the Ford brand in the market.”

Breen joined Ford in 1993 as a customer service representative in Ford North America, climbing up the ranks while performing various marketing and sales roles. As Brand Content and Alliance Manager, Breen led the launch and execution of a groundbreaking partnership with Home Shopping Network which helped increase leads and sales as well as improved overall perception of the Ford brand.

In 2016, he was appointed Truck and SUV Launch Manager in Ford Asia Pacific based in Shanghai, China where he facilitated the integration among teams in Marketing Communications, Media Communications, truck, and various Asia Pacific markets to support the launch of the Ranger Raptor in 2018. In 2018, he moved to Bangkok, Thailand as Marketing Communications Launch Manager, Ford Asia Pacific Operations.

Breen earned a Bachelor’s degree in Business Communications from Oakland University in 1991.