Older people probably remember how hot Ford was at home at the time.
In 2016, Ford achieved sales of 944,000 vehicles, and at that time, the Fox, Echinodge, and Mondeo were all popular models, and the Impreza even had to raise the price at one point to mention the car. However, the good times did not last long, in just 3 years, Ford's sales fell to the bottom, and in 2019, Changan Ford sold only 184,000 vehicles in China. From January to November this year, the cumulative sales of Changan Ford Automobile was 193011, which seemed to have picked up, but Fox's sales were only 823, Ford Ruijie was 1696, Ande Explorer was 2394, and Ford's god car scenery was no longer beautiful.
Why did Ford, once a glamorous car, fall into such a situation? In fact, arrogance accounted for a large factor, arrogance crushed Ford and made Ford lose the good game.
The main model is replaced every eight years
Perhaps overwhelmed by sales performance, many of Ford's models have not been replaced for a long time.
As a strategic SUV model of Ford, The Wing Tiger was born from 2012 to 2020, and its replacement model, Ford Ruiji, was launched for eight years.
The current Mondeo is the fourth generation of models, which has not been replaced since it was domestically produced in 2013, and until recently, there was news of a new generation of Mondeo road tests, and it has not been replaced for a full eight years.
Ford's main sales model, the Focus, was launched in 2010 and was not replaced until 2018, which is another eight years. However, the replacement of Fox, suddenly from the original popular model, has become today's uncompromising niche model, the whole series of standard three-cylinder engines, low-end model suspension reduced to torque beam, so that this god car, life and death.
Several of Ford's main models are replaced once every eight years, and Ford seems to be on the bar with eight years. In the case of competitors changing generations every four or five years and changing models every year, Ford cars are slow and miss the opportunity.
Quality scandals are frequent
If it is only a slow replacement cycle, it is not a fatal problem, after all, Toyota's Prado, Land Cruiser and other models, the replacement cycle is also very slow, but the quality of Ford cars is far from stable.
First of all, the double-clutch transmission has a bump, a strange sound, and a large-scale explosion, and this dual-clutch transmission can be said to be infamous. Then there is the broken shaft door, many of Ford's models of Wing Tiger, Mondeo, Taurus, etc. have broken shafts, the reason is that the suspension horn quality of many Ford models is not good, and it is still "broken" after the recall. Then there is the stink door, mondeo car owners across the country because of the odor door rights protection, but Ford has not given a satisfactory solution to the owner.
The quality problem is not terrible, what is terrible is that Ford's solution measures after the problem has occurred, until the problem breaks out in a large area, and it has not been able to fundamentally solve the problem, which is enough to see the arrogance and lack of sincerity of Ford.
High-level turmoil frequently changes managers
In May of this year, Ford Motor Co. had 8 senior executive changes in 10 days, and this is just a microcosm of Ford's years. In 10 years, the chairman or CEO of Ford Motor has changed 7 terms, which has also led to some policies and plans of Ford Motor, which does not have good continuity.
Ford China Chairman/CEO changes at a glance
Cheng Meiwei 1998 -2009.04
Gersino April 2009 - October 2010
In March 2008, he took over as CEO of Cheng Meiwei
Han Ruiqi October 2010 - November 2010
David Siu 2011 –December 2012
Luo Lixiang December 2012 - June 2016
David Siu 2106 – July 2017
Fried July 2017 - September 2017
Luo Guanhong September 2017 - February 2018
Fleur Lydia February 2018 - November 2018
Chen Anning November 2018—
The good news is that Ford Also seems to be aware of the problem, and in April 2019, Ford China announced its business development plan "Ford China 2.0" in China. The plan mainly focuses on five major plans, such as accelerating product development and launch speed, developing intelligent technology, deepening strategic partnerships, and adhering to innovation and local talent training. From 2019 to the end of 2021, Changan Ford has successively launched at least 18 new products, including 5 new energy models. Ford also proposed the "Ford China Product 330 Plan" in 2019, launching more than 30 new models in three years and putting forward the slogan of "More Ford, More China".
But once the reputation collapses, it is difficult to reverse, Ford wants to reproduce the glory of the year, it is already impossible, can only hope in the fiercely competitive domestic automobile market, to keep the basic disk, so as not to fall to the edge of the brand, survive, is the first issue that Ford Motor needs to think about.