Ford Philippines’ may soon offer electrified models in their lineup in 2025. This was revealed during Ford’s yearend announcements as well as the introduction of its new managing director, Pedro Simoes.
According to Simoes, the company has invested significant time in researching and strategizing its approach to the growing demand for electric vehicles (EVs) in the Philippines. Ford Philippines will kick off its electrification journey in 2025 with new vehicles that will enhance its product portfolio and meet the increasing demand for electric vehicles in the country.
Ford has several electrified models in their lineup. Key models include the fully electric Mustang Mach-E, F-150 Lightning, and Transit. There are also hybrid vehicles like the Maverick pickup.
Specific details regarding the EV lineup will be revealed in the coming months, but the announcement highlights Ford’s own commitment to tech progression and environmental consciousness. The electrification plan aligns with global trends and addresses the rising interest among Filipino consumers in more sustainable and efficient transportation options, positioning Ford as a key player in the evolving local automotive market.
New managing director
Ford Motor Company recently appointed Pedro Simoes as the new managing director of Ford Group Philippines, effective December 1. Simoes, who previously held the position of marketing, commercial vehicle, and fleet director for Ford Middle East, succeeds Michael "Mike" Breen, who will be returning to the United States.
Simoes brings extensive experience to his new role, having joined Ford in 2016 in Dubai, UAE. During his time in the Middle East, he established new departments, teams, and processes that significantly contributed to the company's growth in the region. Notably, Simoes’ leadership in marketing and revenue management led to a remarkable 40% volume increase in his first year, along with improved profitability.
In his new position, Simoes will relocate to Manila and report directly to Yukontorn "Vickie" Wisadkosin, president of Ford ASEAN and Asia Pacific Distributor Markets. Wisadkosin expressed confidence in Simoes' ability to lead Ford Philippines into a new era, stating, “With proven track record of success in driving brand growth, market expansion, and collaborative leadership style, I am confident that Pedro will be able to lead the team and work together with our dealer partners to further strengthen our presence in the Philippines.”
Simoes’ predecessor, Mike Breen, was recognized for his exceptional contributions during his tenure. Wisadkosin expressed gratitude, saying, “We want to also express our sincere appreciation for Mike’s exceptional contributions to the growth of the Ford brand in the Philippines, having led the team to deliver exceptional business results. His personal commitment and engaging leadership have strengthened dealer relations significantly. We wish him the very best of luck in his new role in the US.”
Enhancing customer experience
In addition to its electrification strategy, Ford Philippines is set to launch the Ford Signature 2025 dealership design for its showrooms. This initiative aims to redefine the retail experience for customers by creating engaging, customer-centric spaces. The new design emphasizes hospitality and personalized interactions, fostering trust and a sense of belonging among customers. Ford is pushing to become a lifestyle brand by creating core memories for customers and employees, hoping to drive further brand loyalty and long-term success.
Training for the future
Ford Philippines also announced the opening of a new Learning Center to support its continuous improvement of its service quality. This facility will act as a training hub for dealer technicians, equipping them with the skills needed to handle the latest automotive technologies, including EVs. In addition to technical training, the center will offer non-technical programs for dealer sales personnel, aiming to elevate the customer service experience across the board.
A vision for growth
Pedro Simoes’ appointment marks the beginning of an exciting chapter for Ford Philippines. With a clear focus on electrification, customer-centric dealership designs, and enhanced training facilities, the company is poised to strengthen its position in the Philippine automotive market. As Ford Philippines embarks on its electrification journey in 2025, it signals a broader commitment to sustainability and innovation. Under Simoes’ leadership, the company aims not only to meet the growing demand for EVs but also to redefine the automotive retail experience, ensuring a bright future for the brand and its customers in the Philippines.