Changan Ford has been in the domestic auto market for many years with classic models such as the Focus, Mondeo and Yihu, but due to factors such as slow product updates in recent years, the overall competitiveness has declined. With the sharp edge, explorer and other new models have been put into the domestic market, the market performance has picked up. In order to continue the current recovery trend and open up new market segments, a cross-border sports model specially built for Chinese consumers, the Ford EVOS, was officially launched at the 2021 Guangzhou Auto Show. So how does this new model perform in terms of product strength? Can it be recognized by young consumers and contribute to changan ford to contribute to the market? This issue of the quality car will be interpreted in detail for you.
First, basic information and product highlights
Changan Ford EVOS launched a total of 5 models for consumers to choose, as the first global strategic model born under the "Ford China 2.0" strategy, EVOS is a cross-border coupe SUV based on Ford's FNV intelligent interconnection network architecture, which has outstanding advantages in intelligence. In addition, the EVOS is equipped with Ford's fourth-generation EcoBoost 2.0T engine, which accelerates to 6.6 seconds from 100 kilometers.
The styling design of Changan Ford EVOS is led by The Ford China Design Center, which adopts the design concept of "potential energy aesthetics" for the first time, the overall shape is more dynamic, and the polygonal grille is equipped with a 3D parametric scale armor mesh inside, which increases the visual impact of the front face. The split headlights are outstanding, and the LED wind blade light strip above has a high degree of recognition after being lit. The rear of the vehicle is full of shape, and most of them are outlined by lines, which is very layered under the illumination of light and shadow. The dual C-shaped taillights also feature a blackened design, and the internal kinetic scale texture also adds to their recognition.
The overall shape of the vehicle interior is simple, the most eye-catching is the 1.1 meters above the center console through the large screen, which contains a 12.3-inch LCD meter and a 27-inch multimedia large screen, of which the 12.3-inch LCD meter can provide a variety of themes and animation effects, and the display effect is outstanding. The 27-inch central control screen is rare in the same level, and the interior is equipped with a Qualcomm Snapdragon 820A processor, which has the characteristics of high performance, high stability and high scalability, and the overall computing power and cloud computing platform capabilities are very outstanding.
Changan Ford EVOS is also equipped with the latest SYNC+2.0 Zhixing interconnection system, and the internal display style and UI design are more intuitive and concise. In addition, the car is also equipped with gesture recognition, such as when we compare the "OK" gesture, the music will play, and the music will pause than the "boo" gesture.
Second, product competitiveness analysis
Nowadays, with the increasing saturation of the domestic SUV market, many manufacturers are developing new market segments, changan ford EVOS after the listing, in the market will mainly face some "cross-border" SUV models, including Guangqi Honda Guandao and SAIC Volkswagen Tiguan X.
Judging from the current price, Changan Ford EVOS has certain advantages in the three models, and the configuration level is also satisfactory. In terms of model discounts, since Changan Ford EVOS has just been launched, there are currently no discounts. The Guangqi Honda Guandao and SAIC Volkswagen Tiguan X have been on the market for a relatively long time, and there are currently terminal discounts of 26,000 and 22,000 respectively. (For reference only, subject to actual in-store offers).
From the perspective of exterior design, the three models have adopted a large-scale slip-back design, and the overall shape is more dynamic. In terms of details, Changan Ford EVOS's split LED headlights and parametric scale armor mesh make their visual effects obvious; the overall visual experience of GAC Honda Guandao is relatively thick, and the wide chrome trim on the front face and the slightly expanded wheel eyebrows enhance the tough atmosphere of the whole vehicle; and although Tiguan X adopts a family design language, the "C" shaped decoration at both ends of the bumper is still dynamic.
In order to facilitate the comparison of configurations, three models with similar prices were selected for horizontal evaluation. Through comparison, we can see that in the case of similar prices, Changan Ford EVOS can buy secondary top-of-the-line models, while the other two models are only low-end models. Therefore, in terms of configuration, Changan Ford EVOS is naturally the most comprehensive in terms of various configurations, highlighting the cost performance, especially in the safety and driving assistance configuration, which has incomparable advantages, equipped with knee airbags rare at the same level.
Third, product quality & service trend analysis
As a new model of Changan Ford, will the EVOS have the hidden danger of quality problems? In this regard, we will start from the failure of EVOS models in the past year, and compare the fault problems to preliminarily predict the development trend of new car quality problems in the future. Since the EVOS is a brand new model, we will analyze the complaints of the Changan Ford SUV series in the past year.
Through the complaint data of Changan Ford SUV models in the past year, it can be found that the fault problems are mainly concentrated in the problems of "transmission setbacks", "engine leakage antifreeze" and "engine oil leakage", and the complaints are mainly concentrated on models such as Wing Tiger and Explorer. Through further analysis, it is learned that most of the above problems come from the old models in 2017 and before, and the new models listed in the follow-up are rarely involved, which shows that the manufacturer has optimized the failure problems of the old models. Since the EVOS is a brand new model, it can be considered that the probability of the above problems is small, but whether there will be new problems will be determined after a period of time before it can be determined.
With the continuous development of China's automobile market, the level of brand pre-sales/after-sales service, the quality of the purchase experience has gradually become an important factor affecting consumers' final purchase. Therefore, based on the massive big data of the vehicle quality network, we will analyze the service problems that have prevailed in brands or car series in the past year to provide a more objective reference for consumers to purchase models.
Since the Ford EVOS is a brand new model, we will analyze the service complaints of Changan Ford in the past year. By screening Changan Ford's complaint data, it can be found that the problems with relatively large number of complaints are "irregular operation" and "no spare parts", and the number of complaints has reached 30 and 31 cases respectively.
In terms of measuring the reputation of new car after-sales service, we will analyze the response of enterprises to car owners' complaints, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of the car quality network, the response rate of the models under the Changan Ford brand in the past year has been 100%, which shows that the manufacturer still attaches great importance to the complaints and demands of the owners, and is also actively solving the problem.
Fourth, after-sales service policy and network distribution
Officials said that consumers who buy Ford EVOS can get a "stunning triple gift", which includes a stunning car purchase gift: 36 periods of 0 interest rate financial plan / 0 down payment car purchase plan / up to 59 periods of low interest rate financial plan. Amazing car replacement gift: any brand replacement enjoys lifetime free maintenance + up to 10,000 yuan replacement subsidy. Amazing car gift: 3 free basic maintenance + 2 years free roadside assistance + 3 years or 100,000 km vehicle warranty (first come) + continuous OTA upgrades.
In addition, Ford EVOS can also enjoy the vehicle quality repair service provided by Changan Ford for up to three years or 100,000 kilometers (whichever is first-come), and two years or 50,000 kilometers (both of which are first-come) vehicle quality three-pack service, in the product package repair period and the three-guarantee period, the product quality problems that occur with the purchase invoice and three-pack certificate, in accordance with the national automobile three-pack regulations to enjoy free maintenance and related policies; at the same time, also enjoy a replacement of engine oil and oil filter service. (Text source Changan Ford official website)
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of the brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the car quality network, Changan Ford currently has a total of 767 dealer stores in China, covering 31 provinces, autonomous regions and municipalities directly under the central government. Among them, shandong, Guangdong and Hebei have a large number of dealers. Overall, Changan Ford's dealership number and coverage perform satisfactorily among the joint venture brands.
summary
In recent years, Changan Ford has gradually entered a trough period, market sales and brand influence have declined, in order to return to the right track, Changan Ford has launched a series of rectification measures from 2020, and the speed of new car launch has also been significantly accelerated. Today, with the official listing of EVOS, it reflects the continuous deepening of the localization process of Changan Ford. From the perspective of the product itself, Ford EVOS is unique in the same level with its cross-border styling design, and the rich basic configuration and intelligent configuration have obvious advantages compared with the same level of models, which fully meets the needs of domestic consumers. From its price point of view, the advantages of Ford EVOS are obvious, and the starting price of 199,800 also lowers the threshold for starting a joint venture mid-size SUV. On the whole, changan ford EVOS has strong comprehensive strength and outstanding cost performance, and the market performance is worth looking forward to.