Pedro Simoes appointed as new Ford PH managing director

Pedro Simoes will succeed Mike Breen as the new boss of Ford Group PH

A new executive will soon be leading Ford Group Philippines. Recently, Ford Motor Company announced the appointment of Pedro Simoes as managing director of Ford Group Philippines, effective December 1.

Currently, Simoes serves as marketing, commercial vehicle, and fleet director of Ford Middle East. He will succeed Michael “Mike” Breen who will be repatriating back to the US. Simoes will relocate to Manila and will report directly to Yukontorn ‘Vickie’ Wisadkosin, president of Ford ASEAN and Asia Pacific Distributor Markets.

In his new role, Simoes will be responsible for continuing to drive Ford’s growth in the Philippines including sustaining the strong momentum for the Ford brand. In addition, he is tasked with further enhancing the ownership and aftersales experience, as well as fostering strong relationships with dealer partners to better serve Ford 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,” said Wisadkosin.

Pedro first joined the Ford Middle East team in Dubai, United Arab Emirates (UAE) in 2016 and brings extensive experience in leading and growing businesses. He most recently served as marketing, commercial vehicle, and fleet director for the Middle East where he established a new department, team, and processes for the region in 2021.

Before that, Pedro was retail marketing & revenue management director for the region, working with markets in Africa, the Middle East, and Asia Pacific to deliver incremental net profit forecast and a 40% volume increase in the first year. Throughout his career, he has held key leadership roles in marketing, brand, products, and sales functions for various automotive brands, resulting in his deep understanding of the automotive industry.

In addition, he earned a Bachelor of Science in Engineering (BESc) and Master of Science (MS) in Material Science Engineering from Universidade Nova de Lisboa, Portugal in 2007, and Executive Advance Marketing Program from Universidade Catolica Portuguesa in 2012.