Simoes to helm Ford PH

Pedro Simoes shall be the next Ford Group Philippines managing director.

In a statement, Simoes’ appointment is set to take effect on December 1. He will succeed Michael Allen Breen, who will be going back to the United States (US).

Currently serving as the Ford Middle East’s marketing, commercial vehicle and fleet director, the newly-hailed leader shall relocate to Manila and will report directly to Ford ASEAN and Asia Pacific Distributor Markets President Yukontorn Wisadkosin.

Once he takes on his new role, Pedro shall become responsible for “continuing to drive Ford’s growth in the Philippines”, which include sustaining the brand’s momentum, further boosting ownership and aftersales experience, and nurturing relationships with dealer partners to better serve customers.

“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,” Wisadkosin said.

Meanwhile, the Ford ASEAN executive expressed appreciation over Breen contributions to the country that led to the marque’s growth in the Philippines.  “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,” Wisadkosin added.

Notably, it was during Breen's tenure that Ford brought locally the all-new Mustang as well as the Bronco nameplate.

Simoes credentials

Prior to his soon-to-assume position, Pedro joined Ford Middle East in 2016 and served as marketing, commercial vehicle and fleet director where he established a new department, team and processes for the region in 2021. He also became the retail marketing and revenue management director for the region, working with markets in Africa, the Middle East, and Asia Pacific.

Further, Ford shared that Simoes also held key leadership roles in marketing, brand, products, and sales functions for various automotive brands.

He finished his Bachelor of Science in Engineering and Master of Science in Material Science Engineering at the Universidade Nova de Lisboa, Portugal in 2007, and Executive Advance Marketing Program at Universidade Catolica Portuguesa in 2012.

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