Tim Wels named new managing director of Ford Philippines

Ford Motor Company has named Tim Wels as the new managing director of Ford Philippines, with his appointment set to take effect on November 1, 2026. He will relocate to Manila for the role and report directly to Andrew Birkic, vice president of Sales and Service for Ford’s International Markets Group (IMG).

Wels currently serves as general manager for Marketing and Strategy at Ford Australia. He will take over from Pedro Simoes, who is set to return to the Middle East.

As managing director, Wels will oversee Ford’s operations in the Philippines, with a focus on maintaining the brand’s growth while improving the overall ownership and aftersales experience. He will also work closely with Ford’s dealer network as the automaker looks to strengthen its customer support and market presence.

His arrival comes as Ford Philippines continues to expand its local lineup and aftersales operations. The automaker recently introduced refreshed versions of the Ranger and Everest, along with the Territory Hybrid Platinum. Ford has also been working to improve its aftersales capabilities through the new Parts Distribution Center and Learning Center.

“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,” said Birkic.

Birkic also thanked Simoes for his contributions during his time leading the local operation, noting his role in the company’s organizational and culture transformation.

Wels brings nearly two decades of experience with Ford Australia, having joined the company in 2008. His previous responsibilities have covered retail, product and brand marketing, vehicle launches, customer experience, marketing communications, and business strategy.

Wels will take the reins as Ford Philippines heads toward its 30th anniversary in 2027, with the company set to continue rolling out new vehicles and ownership initiatives for the local market.