For the Ford brand, I believe that most of the current riders will not have too deep impressions, but those who have liked to study cars for many years can also say one or two of its characteristic technologies. At the market terminal, Ford's life is not good, the average monthly sales have been maintained at the level of about 20,000 units, and the peak of the annual sales of nearly one million cut 80%. Consumers' cognition of the Ford brand mostly stays in the impression of strong power, but high fuel consumption, small space and poor retention rate.
And recently when Xiaobian visited the store, there were not many customers in the Ford 4s store, although it was a weekend, but there were not many customers in the store to see the car, only two or three groups of customers. And Xiaobian also consulted the current ford models of preferential treatment, several models of preferential range are not small, like the standard 2.0T + 8AT power of The Ford Sharp, entry-level models have fallen into the 150,000 range, the cost performance is not high.
On the same day, Xiaobian also went to Lincoln's 4s store, the atmosphere in the store is very different from Ford, not only has a lot of customers, but also the service staff who receive customers are somewhat insufficient, and there are car friends who directly look at the car on the spot. The atmosphere in this store is very good, which is the opposite of my previous belief that Lincoln's second-tier luxury brand has not many people.
From the actual sales data, Lincoln's average monthly sales are about 7,000 units, and the annual sales even exceed ordinary second-tier joint venture brands such as Mitsubishi, Skoda, and Citroen, and sales continue to grow.
It can be said that although Lincoln's sales are not as good as Ford's in absolute terms, the heat of the market terminal is higher. So why is Lincoln a luxury brand that performs better than Ford?
In fact, if you seriously compare the models of the same level of the two brands, the gap between the three major parts of the vehicle is very small. Take the compact SUV for the Ford Sharp edge and Lincoln Adventurer to compare, are the use of 2.0T + 8AT power combination, even the engine model is exactly the same, and the chassis are also the combination of front McPherson, rear multi-link, but the price of the two models has a big gap, the Adventurer entry model is 246,800 yuan, the Sharp Edge is only 169,800 yuan. If you count the terminal discounts of the two models, the price gap is even greater.
It is reasonable to say that the cost performance of Ruiji is undoubtedly higher, and the sales volume on the terminal will be better. However, in terms of actual sales, the adventurers sold more than 39,000 vehicles in the first 11 months of this year, while the Sharp Edge sold less than 29,000 vehicles, and the gap is very obvious.
The main reason for this sales contrast is that ordinary brands and luxury brand consumers have different demand for vehicles.
Consumers of ordinary brand models pay more attention to space, fuel saving, retention rate and practicality, and the cost of using cars in the later period and being able to get back more money when selling used cars are more important for themselves. Consumers of luxury brand models are more concerned about the feeling of the vehicle to themselves, high fuel consumption, expensive maintenance does not matter to themselves, better power experience, more adequate face and in line with their own personality These are more important for consumers.
And Ford's set of power combination, fuel consumption performance in the same level has no advantage, and the later maintenance costs are expensive, the retention rate is also very general, coupled with Ford's previous crisis problem improper handling, so that the reputation has dropped significantly, so sales have not improved.
When you go to the Lincoln 4s store, you will feel that the customer service is doing a good job, and the women's rest area, free luxurious lunch and meticulous service can satisfy consumers at this level.
Therefore, the sales of Ford models are not good, not that there is any problem with their own technology, but that they should sum up their experience and launch more models that meet the market is what should be done in the future. In terms of services, Ford needs to learn more from Lincoln, and how to make consumers who choose it have more sense of belonging is the right direction.