Mike Breen isn’t your typical managing director. Although Ford has already shared a lot on his professional background prior to his assignment to the Philippines, it’s how he conducts himself that tells a deeper story, specifically on how he plans to steer the Blue Oval amidst challenging times for the local auto industry.
A Michigan native, Breen pretty much has Ford in his blood. He started out his career at the carmaker as a customer service representative before climbing up the corporate ladder performing various marketing and sales roles. His post prior to his appointment as Ford Philippines’ managing director was Marketing Communications Launch Manager for Ford Asia Pacific. Among his biggest achievements? The launch of the first-ever Ranger Raptor in 2018.
Beyond his CV and infectiously upbeat demeanor, Breen is a certified “Plantito.” On the weekends, he doesn’t hit the golf course. Instead, he prefers to spend time in the kitchen as an avid baker. Rather than putting balls into holes in the ground, he’d rather whip up his favorite—chocolate chip cookies for himself, his families, and even Ford associates.
As any baker (or even Plantito) would know, Breen’s hobbies require a whole lot of patience. Moreover, it shows a mastery of ingredients. Baking, after all, is an exact science. Unlike cooking where corrections can be done on the fly, baking requires one to know the right proportion of ingredients, heat, and time. One deviation can potentially end up in something inedible.
It’s this mentality that Breen’s bringing to the table as the new managing director of Ford Philippines. He’s aware of the challenges that face the brand, especially in the area of aftersales service and spare parts. In the seven months he’s been in charge, he and his team have been busy preparing the right ingredients.
The secret sauce is the re-establishment of the Ford dealer council which aims to facilitate a two-way communication between Ford and its entire dealer network. Through good, and more importantly, direct communication with their dealer partners, Breen says they’ve been managing issues surrounding parts and product availability.
The same desire to extend a direct line of communication to customers themselves is also important, and this has led them to come up with a Live Chat function on the Ford Philippines website. It’s all about turning the Ford ownership experience into a familial one, Breen reveals.
Speaking about products, Breen is comfortable and confident in their vehicle line-up despite the discontinuation of the EcoSport, Transit, and Expedition. Nonetheless, he says Ford is always on the look out at opportunities. When asked if these would include more China-made vehicles such as the Equator, he says, “nothing is off the table.” He did confirm the arrival of the next-generation Ranger and Everest this year. Although the exact timing is still a closely guarded secret, Ford Philippines later on confirmed a launch in “the latter half of 2022.”
Like his favorite chocolate chip cookies, Mike Breen’s direction for Ford Philippines is starting to take shape and rise. He knows that changes will not happen overnight, but with a little patience, something good’s on the way. Only time will tell, but it seems Breen’s careful, patient attitude in the kitchen will pay off. And judging by his cookies, he’s gotten his recipe down pat.
did he answer the question of alleged quality issues with Ford vehicles though?
ReplyDeleteFix or Repair Daily
ReplyDeleteWho cares if he is plantito! we would like to know his commitment on strong backing on reliable after sales service to their vehicles.
ReplyDeleteI agree w you.
DeleteIt seems that every after few years you read this kind of article and nothing ever changed/s - still horrible (& expensive) ownership experience. Avoid FORD
ReplyDeleteFORD, you mean, Found On Road Damaged?
DeleteThey're literally moving metal coffins.
In addition to Ford Ph (sorry Ford Ph for this, but...), which car companies unfortunately also have not-so-good after sales services?
ReplyDeleteMazda and Chevrolet.
DeleteI have good experience with Mazda, both the cars and after sales support. Still brought the car to CASA post free PMS / warranty ☺️
DeleteMazda always have no spare parts readily available. Takes weeks to arrive. Even common drain plug gaskets for some models, they do not stock. Prices for parts are also times 3 more expensive compared to Toyota.
DeleteAno po problem sa Chevrolet? Existing din ang same problems sa MG?
DeleteAfter a year of dealing with Toyota Silang (in Cavite), I'm very satisfied with the services of both the sales agent and service advisor who I am dealing with. I'm not sure about other Toyota dealerships though.
ReplyDelete