Text/Shore Qing
In recent years, with the continuous growth of national economic income, cars have gradually become a travel necessity for mainland residents, at the same time, China has gradually grown into the world's largest automobile market, and more and more foreign brands want to take root in China.
The joint venture brand is their first step in the domestic market, the foreign party is responsible for the technology, the Chinese side is responsible for the market, and in the balance of market and technology, define the appropriate product. In the fiercely competitive market, it is often only the winners who can stand out, under great pressure, this year's Changan Ford ushered in many changes, in addition to the Ford 2.0 strategy, product renewal, more of an in-depth study, rooted in the fighting momentum.
One of the shifts: the change to intelligence
When it comes to Changan Ford's performance this year, it is inevitable to avoid the Ford EVOS car, as the first strategic model of "Ford China 2.0", since its debut at the Shanghai Auto Show, it has attracted the attention of countless media and consumers.
Ford EVOS is regarded by everyone as the key product of Changan Ford's breakthrough, which not only perfectly retains the performance of the Ford brand, but also makes many innovative attempts under the Ford 2.0 strategy to make many innovative attempts after the study of Chinese consumer preferences, which can be said to be the most controversial and highest subversive work of Changan Ford this year.
To be honest, like most friends, the first time I saw this car, I directly classified it into the field of electric vehicles, ev (electric) and OS (intelligent) names are difficult to make a direct judgment on his identity, but with many intelligent configurations, it is really a fuel car.
The 1.1-meter ultra-wide area giant screen spans the main passenger car, and the resolution reaches the 4K level, which brings a huge shock to the user's visual senses at the first time, and such a bold design style breaks the public's cognition of Changan Ford. The dynamic avant-garde appearance of "potential energy aesthetics" and the smart cockpit full of technology always make people ignore the identity of its fuel vehicle.
The progress of technology will affect the appearance of industrial products, the reduction of chip power consumption makes notebook computers more and more thin, the emergence of U disks has replaced the previous VCD, the development of touch screen technology has made the button mobile phone a thing of the past, and when the car enters the "new four modernizations" period, the appearance of the transportation tools in people's cognition is also changing, both inside and outside.
In the past, people's inherent cognition, traditional car companies / fuel vehicles are always not linked to intelligence, but Ford EVOS with the vehicle OTA + 27-inch screen + intelligent technology system + L2 automatic assisted driving and other intelligent vehicle standards, completely broke people's inherent concept of unintelligent fuel vehicles.
The second-generation SYNC+ system equipped with Ford EVOS combines Baidu artificial intelligence technology and domestic Internet application ecology, voice control and gesture control, and is equipped with Ford's first virtual artificial intelligence assistant VPA Zhixing partner. The vehicle-to-road collaboration system based on cellular vehicle networking technology (C-V2X) and supports vehicle OTA upgrades can continue to evolve and grow.
The vehicle control capability and powerful cloud platform of SYNC+2.0 Zhixing Interconnection System not only adapt to the needs of more Chinese users, but also make it extremely competitive in the fuel vehicle market, and gradually become a major advantage for Ford to surpass other joint venture brands.
To some extent, Ford EVOS is a breakthrough evolution in the concept of traditional car companies. In the Ford EVOS, what we can see is a Changan Ford that understands the needs of Chinese users better.
Shift two: Toward electrification
If Ford EVOS is the direction of Changan Ford's next-generation intelligent products, then the arrival of Music Mach-E is another surprise that Changan Ford gave users this year.
As a traditional car company, Ford's layout on China's new energy track is just right, after the technology and design have been improved, the new generation of Ford Co-Pilot360 Zhixing driver assistance system and SYNC+ Zhixing infotainment system in the domestic Mustang Mach-E first installed, and Ford EVOS together showed Ford China's intelligent strength.
Who says that traditional car companies can't build "smart cars"? Who says that only new forces can do a good job in new energy? As a traditional car company, Changan Ford, driven by The Ford 2.0 strategy and under the commitment of "more Ford, more China", has made a qualitative evolution in terms of intelligence and taken the first step to challenge the new forces of car manufacturing.
From the appearance to the interior, from the intelligent cockpit to the voice system, Changan Ford's change in the new product is not out of thin air, but in the entire product design and development process, always keep in mind the needs of consumers as the first, "more Ford, more China" is not just a verbal commitment, Changan Ford really achieved customer needs as the core to build.
The third transformation: the product line is gradually enriched
Since the beginning of 2020, the auto market has been intermittently affected by the epidemic, and this year it is facing the crisis of lack of core and rising raw material prices, but Changan Ford has withstood the pressure and achieved steady sales growth.
In 2021, Changan Ford's annual sales reached 304,682 units, an increase of 20.29% year-on-year. In January, it achieved a major victory for the new year, with a total of 22,107 units sold. As of July 26,000 sales, the cumulative sales volume in the first half of 2021 was 147,000 units, an increase of 23.38% year-on-year.
In September, Changan Ford's sales volume was 20,707 units, an increase of 6% year-on-year, an increase of 17.3% month-on-month, achieving double growth year-on-year, of which the sales volume of high-end models accounted for as much as 60%, and the high value of the product was recognized by consumers, which also means that Ford's brand has achieved remarkable results.
Intuitive data can always evaluate the quality of the product, and the double recognition of the market and consumers is also the most intuitive reaction to the product force. The sixth-generation Ford Explorer also exceeded 33,000 cumulative sales on its first anniversary, ranking the ace of 350,000 joint venture medium and large SUV sales.
In the annual China Automobile Sales Service Satisfaction Research Report released by J.D. Power in the past two years, Changan Ford has repeatedly ranked among the top sales satisfaction in the mainstream car segment with high scores, fully demonstrating its high-quality after-sales service level.
In addition, Changan Ford has a good product distribution in various segments, including Forres, Fox, Fox, Fox Active, Mondeo and Taurus in the car field, covering products from compact cars to medium-sized cars, SUV models have Wing Tiger, Sharp Edge, Sharp World and Explorer, and products from compact SUVs to medium and large SUVs. Also on the smart layout are the Mustang Mach-E and Ford EVOS.
At present, high-value models represented by Ford Explorer, Ruijie PLUS, Ruiji and New Mondeo have become the main sales force of Changan Ford, and the brand premium ability continues to increase.
Relying on a comprehensive product spectrum, Changan Ford can be described as a full harvest this year.
Shift 4: User-centric development
As the world's largest automobile market, China has always become an important target customer of foreign brands, and how to accurately grasp the needs and preferences of Chinese consumers has become the first step in the development layout of foreign brands, and it is also the top priority of core development.
As a century-old brand, Ford is clearly well versed in this, and since Chen Anning once again took the helm of Ford China and proposed the Ford China 2.0 plan in April 2019, the tone of Ford China's development has evolved from "consumer-centric" to "more Ford, more China" with strong localization implications.
Similarly, Mr. Zhu Huarong, chairman of Changan Automobile, once mentioned that "users will eventually choose those brands that have chosen users", and in the tone of consumer-centric development, the two ideas can be said to coincide. With the blessing of the double buff, "customer demand-centric" has become Changan Ford's action plan.
Whether it is the design idea centered on the needs of Chinese consumers, or the formation of a new business leadership team in China, and the transformation of Changan Ford's leading development in the domestic design center, from design to management to technology research and development, it is not difficult to see Ford's determination to "localize China".
Changan Ford's transformation strategy has set a good example for the industry: when auto brands create their own products, it is important to create unique cultural attributes, but paying attention to the needs of consumers is the foundation of their own. In order to meet the intelligent needs that Chinese consumers value today, Changan Ford's models are widely equipped with humanized forward-looking technology configurations such as SYNC+ Chi Heng infotainment system.
In addition, Changan Ford also showed the service concept of "hospitality as a friend" in the third space of Ford Intelligence, warm lighting and interior design give people a kind feeling, Ford Intelligent Third Space is inspired by EVOS smart cockpit, upgraded after-sales service process and new online member community, throughout the entire life cycle from purchase decisions to products and service experience after the car.
The problems encountered by users in the use of the car will be properly solved, and Changan Ford will truly implement the concept of hospitality into action, bringing users a new after-sales service experience.
Write at the end:
Since its inception, Ford Motor has a history of 120 years, is a century-old brand that has truly been precipitated through the historical years, and after working with Changan Automobile, the two sides complement each other with their own advantages and jointly achieve today's Changan Ford.
2021 is a year of renewal of Changan Ford's products, the strength of traditional enterprises coupled with the momentum of electrification, Changan Ford's 2022 is full of vitality and expectations.