Hello, everyone!
Three years later, three years later, three years later, three years later.
Nine years, almost ten years!
Mondeo! You've finally changed!
A new generation of Mondeo
so
New Mondeo, is it worth the wait?
Mondeo's past
Fiery Mondeo
In the late 1980s, Ford invested $6 billion to develop the Mondeo, one of Ford's most important global models. In Britain, Mondeo was once a national god car, and even gave birth to the term "Mondeo Men", which is used to refer to the small and successful middle class in Britain, who can afford to buy and drive Mondeo.
The original Mondeo + Mondeo Man
As early as 2004, It was introduced into China by Changan Ford, becoming the second domestic Ford model after carnival. Later, it was replaced by Mondeo, which once experienced a downturn in sales because of its positioning, but lovers still flocked to it.
The first generation of domestic Mondeo
Mondeo wins
The arrival of "Martin Face" Mondeo in 2013 brought the series to its peak. The Martin-like Montius became one of the hottest mid-range cars on the market, selling more than 100,000 for four consecutive years.
The reason for the fire is not complicated: the appearance is beautiful enough, sporty enough, young enough; the power is enough, the 2.0T low-power version has 203 horses; the configuration is high enough, the airbag is all 10 airbags. At that time, Ford was also full of spirits, and Fox and Wing Tiger were at a high level of sales. Ford's influence in China is at a high point, the water is rising, and it is difficult for Mondeo to think about it.
Mondeo on the edge
After the peak, it is a long period of loneliness. For nine years since 2013, Mondeo has not changed. Although the appearance value is not yet outdated, the kernel is more or less outdated. After nine years of re-fragrant cars, the product force can not suppress those rising stars.
The big screen is more or less abrupt
However, behind the marginalization of Mondeo is more for Ford's brand power: "head iron dead three cylinders", "a hundred years of Ford destroyed in Chang'an"... These negative news have caused Ford's brand value to decline rapidly. The bustling Ford store is no longer buzzing.
At present, Fox's monthly sales are only about 3,000
Ford in previous years didn't seem to understand China. In terms of the introduction of original global synchronous models, Ford can also be said to be a model student, but the original taste also means that the water and soil are not satisfied. Many of these things have been analyzed in many articles and will not be developed today. In short, the introduction of models has not received positive feedback from the market: "Don't say ford is cold, these cars are still worth starting!" 》
All this makes the Ford brand gradually stand aside from the mainstream, with Montyt.
So, can the new generation of Mondeo be revived?
Brand new Mondeo
"Special" Mondeo
Is the new generation of Mondeo special? It's a very dialectical question: yes and no.
Judging from the current news, overseas Mondeo is indeed gone, the new generation of new Mondeo will only be sold in the Chinese market, and there are many Chinese designers involved in the design process. However, the testing phase is frequently captured in Europe, the United States and other places. Therefore, although it is a special model for the Chinese market, the development of the new generation of Mondeo should be carried out overseas.
Mondeo photographed in Europe
It's not hard to see the connection between the new Mondeo and ford's other new car, the EVOS. The EVOS is essentially the all-new Mondeo Crossover model. Although Mondeo is no longer available overseas, it will be EVOS that will replace it in the future. As a sibling model, the Mondeo should also follow the same global development standards.
Ford EVOS
Moreover, the new generation of Mondeo is not without the possibility of returning to Europe in the future. After the release of the new Mondeo, many overseas netizens expressed their envy for Chinese consumers, and there was a little bit of sourness. There are also comments on the extranet that this is what Europeans like, but unfortunately it just doesn't sell Europe.
At this week's press conference, the new Mondeo did not reveal much information, and all we can see is a new look:
The appearance, too, is currently controversial. Some people feel that the appearance of the replacement is young and sporty: some people feel that the appearance of the replacement is too exaggerated, like a domestic car, lacking the calm that a mid-level car should have. What was shown at the press conference should be a two-color high-end model, in addition to the body monochrome version, there will also be a more sporty ST-line version.
The interior of the new Mondeo is still half-covered by the pipa. However, we can refer to EVOS! Not surprisingly, the interior of the new Mondeo also looks like this:
EVOS interior
Three strong selling points
First, the power is enough to give strength, and the early stage may be fully 2.0T. One of the big selling points of the old Mondeo is the power. Even now, its power parameters are not outdated. According to the currently known information, the new Mondeo will also feature the 2.0T version. The powertrain is exactly the same as that of EVOS, with a maximum of 238 horsepower and 376N·m, which can be said to be a very strong level in the same level.
In the future, Mondeo may also launch a new energy version. According to the news revealed by overseas sources, EVOS may provide two power modes of PHEV and pure electric in the European and American markets, of which the pure electric drive system will be transplanted to The Mustang Mach-E. Mondeo, which has the same platform as EVOS, may also launch a similar new energy version.
Second, the new Mondeo, one of the outstanding characteristics is: large. The new Mondeo has a length, width and height of 4935mm/1875mm/1500mm, and the wheelbase is as high as 2945mm, which is already a cross-level level.
We can refer to EVOS, Mondeo should have a good performance in the vertical and horizontal space of the rear. The size of EVOS space, please see: "Ford EVOS and Crown Road ratio space, and the new forces to compare the car machine, what will be the result?" 》
Third, intelligent cockpit, super big screen. EVOS and Lincoln Z on the same platform have a highlight configuration: a huge central control screen up to 1.1 meters long. This screen will also appear on the new generation of Mondeo if nothing else. In addition to the large screen, the degree of intelligence of SYNC+ will also be one of the best in today's joint venture car companies.
The picture shows EVOS
The new generation of displacement, horsepower is in place, the space is in place, the size of the screen is in place, and Mondeo is OK from the product strength. Whether it's worth it, we'll have to look at the price. At present, the pre-sale price of Mondeo has not yet been announced, but we can guess!
Price prediction
The price of the new Mondeo, we have two models to use as a reference: EVOS and Lincoln Z.
The first is EVOS, which is a crossover SUV model with the same platform, and is currently priced at 199,800-25.98 million. However, 199,800 of them are large-scale customized versions, and ordinary consumers cannot buy them. The actual low price is 229,800, which is definitely higher than Mondeo.
As a luxury brand sedan with the same platform and the same level, the Lincoln Z is currently pre-priced at 25.50-34.20 million. Although this price cannot be used as a reference for Mondeo, Lincoln's recent pricing strategy has a certain reference value. As a sub-brand of Ford, the price of Lincoln's new model is basically "one step in place, no discounts". Therefore, it is very likely that Mondeo will directly set a competitive price.
In summary, we believe that the pricing of the initial 2.0T model of Mondeo will be 190,000-230,000 yuan as a whole, and the main configuration will be around 20, and the follow-up may be launched using the current Mondeo 1.5T four-cylinder engine model, further reducing the price. Pure prediction, if the final pricing does not match myself, please refer to the manufacturer's pricing.
Now is also a good time to bottom out the old Mondeo. If you can accept the old interior, it is actually still very fragrant: 182 horsepower 1.5T engine, the whole series comes standard with 10 airbags, and most areas land less than 160,000. Some fans provide online reports that there are surprise prices in some areas: the terminal price is only more than 130,000.
Ford's brand power
Since last year, Ford has come up with a brand new slogan: "More Ford, more China."
Why wasn't ford enough in China? The reason is nothing more than the lack of localization design and development capabilities in China. Japanese manufacturers themselves are more familiar with Asian consumers. European and American car companies such as GM and Volkswagen have long focused on setting up high-level development centers and design centers in China, and developing "special models" for Chinese consumer needs, such as langyi and Tuang, which are led by SAIC Volkswagen.
More Chinese Ford
At the Mondeo conference, the considerable part of the space was the establishment of the new Ford China Design Center. As Ford's newest design center in the world, it has complete design development capabilities. The new Ford China Design Center is designed to build products with the promise of "More Ford, More China".
In fact, in the past two years, Ford has launched a series of models that are more in line with the tastes of Chinese consumers, such as EVOS:
There is no doubt that today's Ford is closer to the needs of Chinese consumers, to have space, to have a large screen, such a practice, consumers will certainly welcome. In addition, Ford has also begun to correct the deviation of past products, Fox is expected to re-produce the four-cylinder model this year, hoping that it is not too late today when there is a Volkswagen, a Japanese downward pressure, and an independent brand struggling upwards.
At least, the once-popular Ford, attracting many clusters of Ford, began to return to the brand.
Write at the end
Let's bring the conversation back to Montydow, is this car worth it? If the pricing is in place, Mondeo's product strength is enough to support the word "value". Buy or not buy? As a new product, Mondeo's reliability, failure rate and other aspects of concern to everyone, of course, also need to be tested by the market. It will certainly not return to the very high sales level it used to be in the short term, but it is worth looking forward to.
Not only Ford, in today's environment, the pressure on second- and third-tier brands is indeed very large. If the products of second- and third-tier brands want to sell well, they need more than one unique selling point; what they need is the product force to surpass all aspects of first-line brand products; and there needs to be no big slot point. Even so, it will take some time and place to benefit people.
Well, the same two hundred thousand, is it volkswagen's Maiten, Passat, or the hybrid Camry or Accord? Or a 2.0T Mondeo, which one do you choose? How much do you think is the most reasonable price for Mondeo?