New CEO looks to build momentum and listens to feedback

FORD PHILIPPINES Managing Director, Mike Breen, took office in June 2021, but only reached our part of the world two months ago due to the pandemic.

Last week, the executive was finally able to meet with members of the Filipino media at a lunch in Makati City. He reported how Ford Philippines recorded robust sales in the first quarter of the year, delivering 4,634 units, led by Ford Ranger and Ford Territory.

In March alone, the Territory’s small SUV recorded its highest ever sales figure, with 904 units, 51% more than the same month a year ago. It looks like the Ford territory is continuing to lead the way for the company as it remains the leader in its segment, “with an average quarterly market share of 54% and a market share of 63% in March”, according to the company. .

“We have started this year off well as we see the growing popularity of our Ford vehicle lineup with our customers, particularly the Ford Territory which continues to be one of the best selling SUVs on the market today” , underlined Mr. Breen. . “With the easing of travel restrictions and increased demand for safe mobility, we are optimistic that our momentum will continue over the next quarter with our Ford dealerships nationwide.”

In total, the territory passed the 10,000 unit sales mark. Since its launch in August 2020, 10,758 units have been sold, according to the latest calculations from Ford Philippines. The firm is looking to build on that momentum to surpass its 20,000 vehicles sold in 2021 — led by the Ford Ranger with 9,184 vehicles moved. “It’s been amazing for us and we’re looking to build on that as we move forward,” he said.

In addition to wearing the crown for small SUV sales, Ford Philippines also continues to dominate the 4×4 pickup truck market – something that will no doubt be amplified when the all-new Ranger (and Everest) launches this year.

For Mr. Breen, the priority now is to get to work. “Leading the team and spending time with them,” he said.

He also met the dealership teams. “This is where the rubber meets the road,” the executive described. “I see, I understand and I realize what a wonderful dealer network we have, focused on customers and their satisfaction. In some cases, we need to find ways to make it easier for dealers to pick up customers. It’s on us. We are ready to do it and we will continue to do it and I can’t wait to be there. To do this, we must also spend time with them.

The good news, he added, is that they all point in the same direction. It is a matter of advancing “collective organization”.

Part of the progress, of course, involves Ford’s vehicle portfolio. Mr Breen said he was “confident” in the local range, although he added that they will be adding “exciting new products”. Responding to a question about the global semiconductor shortage and its implication on vehicle production, he said Ford was focused on keeping the impact to a minimum. “It’s not just a challenge for Ford, but we’re doing everything to protect our production.”

Responding to a question from ‘Velocity’ about dealership business, Mr Breen said it was imperative to know where they came from. “We have again launched a Dealer Council Committee to formalize dealer feedback and feedback, and ensure we hear and understand what the concerns are; to allow us to have sub-committees to work with them.

As for the outlook? “Real opportunities come as no surprise to anyone,” he said. “We need to improve parts availability. Uma (PK Umanshankar, its predecessor) has made great strides over the past year, and as we prepare for the Ranger and Everest launches, we need to make sure we have the right parts when those units arrive.

Vehicle and parts availability will be an enduring priority, but Breen also shared that communication is a must between Ford Philippines and its dealer network. “Good, clear communication,” he said, citing dealer feedback. “Just keep them posted on what’s going on. Everything we do should be aimed at helping dealers meet customer needs. »

In line with the goal of improving customer experience, Ford Philippines is introducing the Click to Chat feature on its website “to improve (its) customer-facing processes and systems to increase efficiency and agility of the way (it works)”.

In a statement, Breen said, “Click to Chat has been introduced as we continue to recognize that convenience and getting real-time access and support from Ford is important to our customers. (It’s) an innovative feature that extends our customer service operations into the digital space to ensure we are able to listen and respond to our customers’ queries.

Customers can access the feature by visiting the Ford Philippines website and clicking “Live Chat” on the right side of the page. They must enter their name, email address, 11-digit mobile number, and city or province. The navigator will also be asked if they are a current Ford owner and if the issue is sales or service related. Finally, customers will need to agree to the privacy statement before they can chat with a customer service agent.

Click to Chat is available Monday through Friday, 8 a.m. to 6 p.m. During offline hours and weekends, customers can click “Leave a Message” located on the right side of the page. An agent will take care of their request once the agents are back online. Besides Click to Chat, customers can also contact Ford Philippines through its Customer Contact Center at +632-8866-9408, by email at [email protected] or through its social media pages on Facebook, Twitter and Instagram.

“The Ford Philippines team is 100% focused on dealership support. I believe customers will see an increased level of engagement and accessibility to Ford through our dealerships, through Click to Chat, on the Ford website and other online and offline opportunities,” Mr. Breen concluded.