Ford going big on EVs

Ford Philippines managing director Pedro Simoes, who was formally introduced as the new chief of the company in the country, announced their big plans in 2025 in a year-end gathering recently attended by media partners.

Simoes said that Ford Philippines will kick off its electrification journey with new vehicles that will boost its product portfolio and cater to the growing demand for electric vehicles (EVs) in the country. After taking the time to research, plan and work with Ford teams around the world, Ford Philippines is launching a suite of EVs next year backed by Ford Motor Company’s global expertise in EVs. 

Ford Philippines will also launch the Ford Signature 2025 dealership design for its dealer showrooms, focusing on hospitality and customer-centricity. This dealer showroom refresh is a response to customers wanting to experience an engaging retail environment that allows for personalized interactions, a place that builds a sense of trust and belonging. 

Ford Philippines remains committed to improving the quality of service delivery and ownership experience with a new Learning Center, a facility that will enable high-quality training among its pool of dealer technicians. The new facility will also allow for adequate space for the conduct of training programs related to EVs. The new Learning Center will also provide non-technical training to dealer sales personnel, effectively upskilling them to deliver better customer experience.

Pedro replaced Mike Breen and will report directly to Yukontorn “Vickie” Wisadkosin, the president of Ford ASEAN and Asia Pacific Distributor Markets. Pedro joined the Ford Middle East team in Dubai, United Arab Emirates (UAE) in 2016 and brings extensive experience in leading and growing businesses. He has most recently served as marketing, commercial vehicle and fleet director for the Middle East where he established new department, team and processes for the region in 2021. Prior to that, Pedro was retail marketing & revenue management director for the region, working with markets in Africa, Middle East and Asia Pacific to deliver incremental net profit forecast and 40% volume increase in the first year.