New Ford PHL chief looks to build on brand strengths
NOT YET a month in his new role, Ford Philippines Managing Director Michael “Mike” Breen is understandably eager to get to Manila. There’s lots of work to be done, but the pandemic is keeping him away for now. But that’s not stopping him from hitting the ground running.
Twenty-eight years already with the Blue Oval, the executive’s latest stop takes him (eventually, that is) to Manila after five years in the Asia-Pacific region — first China, then Thailand.
Mr. Breen was formally introduced recently to the Philippine motoring media through a Zoom call that had him dialing in from Bangkok. “I’m thrilled. I can’t wait to come to the Philippines,” he said with a smile. “I hear it’s more fun in the Philippines.”
You have to hand it to the guy; Mike did his homework.
Mr. Breen aspires to “take Ford to the next level” while acknowledging the groundwork laid down by his predecessors. It’s not all lip service, either. He actually lists this as among his three top priorities.
Primarily, it’s about leveraging continuity. “I don’t want to mess up the progress already made by the people before me,” he averred — insisting that Ford is already set upon a “great course” evidenced in category strength in small SUVs and 4x4s, and even inroads in corporate social responsibility.
Mr. Breen wants to build upon these, and “take the opportunity in our global footprint to leverage global initiatives to set up Ford’s future in the market” in areas such as vehicle connectivity and electric vehicle (EV) integration into the portfolio. “All markets are moving in this direction,” he said. “We need to continue to ensure that the Philippines is in the consideration set.”
Secondly, although Mr. Breen doesn’t want to telegraph upcoming new products, Ford Philippines will continue to take a serious look at expanding its portfolio of commercial vehicles, which the company said remains a great growth opportunity.
Third on the list is looking after the consumer experience — particularly in the realm of after-sales. “In partnership with dealers, we want to keep customers in the forefront,” he said. “Treat them like family — a foundational core. (This) also relates to the customer shopping experience even before they set foot in a Ford dealership.” Ford Philippines will work toward greater parts availability, while doing more to assure customer safety in its facilities.
Mike Breen is also providing insight into the kind of leadership style he intends to bring to the table. Empowerment and trust are two words that hold special meaning for the executive. “It’s so important to leverage the knowledge and expertise of people around you,” he declared. This entails not only the buy-in of dealer partners and the Ford Philippines team itself but even external partners, media, and, of course, customers past and present.
“We’re not in this alone,” Mr. Breen stressed.
The executive shared that he has substantial experience in the “coordination and execution of brand content and alliance… one of the coolest jobs out there.” More specifically, while he was stationed in Shanghai, Mr. Breen was directly involved in the marketing campaign for the 2018 regional launch of the Ranger Raptor. Among other things, he brought units to New Zealand to shoot promotional video. Of course, he pleasantly acknowledged the warm reception the model has enjoyed in the Philippines.
FORD RANGER RAPTOR X
Speaking of the Raptor, Ford Philippines will continue to bet on the proven affection of truck buyers for the alpha variant of the Ranger. Next month, it will bring in the so-called Ford Ranger Raptor X to “leverage on the immense success of the Ranger Raptor in the market as we continue to boost our 4×4 truck lineup and reach a new group of performance pickup enthusiasts who are into aesthetic modifications,” Mr. Breen said in a release. There’s no time for dilly-dallying either, as the Raptor X will be limited to 200 units in the local market.
It is distinguished from the non-X Raptor in a number of ways. There’s an “over-the-top” body stripes on the bonnet, roof, and tailgate — with a carbon twill texture in matte black “framed with a searing red keyline graphic and side body stripe decal covering side doors and rear quarter panel.” The matte-black finish extends to the grille, door handles, bumper cover, tailgate handle, fender vent, and fog light bezel.
The Raptor X also gets an extended leg sports bar, red front tow hooks, and matte-black wheels fitted with 33-inch BF Goodrich All-Terrain tires.
Inside are Ford Performance touches: body-contoured sport seats with red stitching (which extends throughout the interior), chrome accents on the air-conditioning vents, and hydrographic and “black alley” accents across the dashboard.
Under the hood is the familiar 2.0-liter bi-turbo diesel engine capable of serving up 213ps and 500Nm of output, mated to a 10-speed transmission. Six driving modes are available through Ford’s Terrain Management System (TMS). The Raptor X also receives 2.5-inch Fox Racing shocks “capable of delivering 30% more wheel travel compared to the standard Ranger.”
The Raptor X comes in Arctic White, Conquer Gray, and Performance Blue, and will be priced at P2.038 million.
WILDTRAK 4X4 WITH POWER ROLLER SHUTTER
Meanwhile, the Ranger Wildtrak 4×4 now gets a power roller shutter, “a segment-first original equipment manufactured product from Ford that offers greater security and functionality when transporting cargo.” Mr. Breen added, “With the power roller shutter, our customers can enjoy added protection, convenience and safety with a feature bearing the Ford quality DNA.”
Ford said the product, which boasts an anti-pinch feature to prevent injury or damage, sports a “sleeker and cleaner profile than most after-market offerings.” For enhanced convenience, the power roller shutter can be activated from inside the cabin through a switch on the dashboard, via a button in the tray, or by using the key fob. The Ranger Wildtrak 4×4 with power roller shutter will be initially priced at P1.728 million, and is now available at Ford dealerships nationwide.
At the end of the day, Mike Breen considers it among his more crucial responsibilities to give Filipino consumers a seat at Ford’s global table. “I want to help bring what’s happening in the Philippines into the Ford internal system to ensure that the (country) is top of mind. What’s most important to customers in the Philippines?”
That kind enablement and recognition surely augurs well not only for discriminating Pinoy auto buyers but, more importantly, the future of the Blue Oval here.