IAUTO
Speed Depth Attitude
Introduction |
2022/01/25
With the increasingly perfect "infrastructure" and the creation of a complete and solid moat, Ford China has ushered in today's accumulation.
Reporter 丨 Yang Jing
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
Financial writer Wu Xiaobo pointed out in his 2021 New Year's Eve speech that this era has entered the "K-type era", the industry is sharply differentiated, and it is likely that only a few companies that can cope with changes and achieve innovation can stand out. So what do these companies need to do most in the K-type era? He believes that first stand tall and then stand tall, first live and then live well.
This phenomenon is particularly evident in the Chinese automotive industry, which is facing many uncertainties as the COVID-19 pandemic and the global chip shortage continue to impact, but what is certain is that, as Wu Xiaobo said, car companies that have gained a foothold in 2021 will certainly have the strength and ability to fight the upcoming risks and continue to make progress.
Just as Ford Motor co., Ltd. in the "Ford China 2.0" plan smoothly transformed the stage, Ford in the SUV, intelligent technology and Lincoln domestic model and other aspects of the market widely recognized. A total of 624,802 vehicles were sold in 2021, up 3.7% year-on-year. Among the 28 joint ventures with data to follow, it stood out and became one of the few car companies to achieve positive sales growth throughout the year.
Such a report card is not easy to come by, but it is expected. The experience of history has always proved that only strong products that meet the needs of consumers will not fluctuate with the changes in the car market. Just like Ford China, it has always maintained a keen ability to capture the market and steadily move forward in the face of adversity.
New strategies and new products help move forward
Under the leadership of Ford Motor's global strategy Ford+, the four major center layouts of "Ford China 2.0" have fully demonstrated results in 2020, Andd China's research and development capabilities in new energy, product research and development and digital technology have been significantly improved, and new products have entered a bumper harvest period in 2021.
Ford brand passenger car sales reached 237,646 units in the whole year, and Ford brand SUVs and high-end sedan sales accounted for 71.6% of total passenger car sales. Lincoln's annual sales set a record for the brand's entry into China, reaching 91,621 units, up 48% year-on-year, making it one of the fastest growing luxury brands. Ford brand and Jiangling brand commercial vehicles sold 264,237 units in the whole year, outperforming the commercial vehicle market.
With the steady advancement of the strategy, as well as the innovation and accumulation of electrification, artificial intelligence technology, digital technology, product and service experience, in 2021, Ford EVOS, Mustang Mach-E have begun delivery, Ford Lingrui has opened pre-sale, F-150 Raptor confirmed the introduction of China, Lincoln Z booking is hot.
Ford China has been hovering in the shackles of the brand for too long, and in the battle of brand rebranding, the new generation of products is undoubtedly the best "breaker". Taking the differentiation strategy as an opportunity, taking the comprehensive innovation of product strength as the sword, breaking the haze that has haunted Ford China in recent years and reshaping the value chain system is the unshirkable mission of all new products after that.
Ford, a great car company, pioneered the first industrial revolution with assembly lines. China is a great automobile market and sits on the world's largest market scale. When greatness meets greatness, it should collide with a fiery spark.
Globally, Ford has invented assembly line production, Model T cars, and the world's leading models in market segments such as muscle cars, pickups, and SUVs. In China, Ford will continue to provide products with unique Ford design DNA and first-class technology experience centered on the needs of Chinese consumers, and continue to demonstrate Ford's pioneering and enterprising pioneering spirit of innovation for a hundred years.
Chen Anning, President and CEO of Ford China, said, "We are pleased to see that through design, Ford's iconic classic elements can be perfectly integrated with China's innovation trends, which is the most intuitive way for Ford to connect with Chinese customers. ”
Ford continues to advance on fuel vehicles and tries to add the label of "intelligence" to the new model. Take the Ford EVOS as an example, which is the first global strategic model of the Ford China 2.0 designed and developed by the Ford China team around the needs of Chinese consumers and making full use of global resources.
In this car, not only adopts Ford China's new generation of design language "potential energy aesthetics", 12.3 + 27 inches through the giant screen, but also equipped with Ford's new generation of electronic and electrical architecture - FNV intelligent interconnection network architecture, which can continue to evolve and grow through the OTA upgrade of the whole vehicle.
We should not underestimate the potential and strength of the century-old Ford, nor should we underestimate the courage and confidence of this century-old car company. Now ford China's new product development speed has been greatly improved, like last year's Guangzhou Auto Show debut Lincoln Z, the development cycle took only 36 months, the launch rate is not slower than China's local car companies.
The new generation of products that ride the wind and waves will become the dark horse that detonated the Chinese auto market, which perfectly interprets Ford's brand concept of forge ahead and pioneering innovation. They are not only representatives of the pioneer innovation of the Ford brand in the intelligent era, but also have the great significance of breaking through themselves, transcending legends and leading the times.
The thickness of the foundation determines the future height. Especially in the Chinese auto market, the competition between car brands is still a contest of competitiveness. With the increasingly perfect "infrastructure" and the creation of a complete and solid moat, Ford China has ushered in today's accumulation and occupies a place in the Chinese auto market.
The new four modernizations are indispensable to customer experience
The automotive industry is rapidly transforming into electrification, interconnection and intelligence, and the era of electrification and change brings various opportunities and possibilities. For Ford China, electrification is undoubtedly a key move in the transformation under pressure. Chen Anning said, "Ford Motor will fully exert its electrification and lead the competition and development of the electric vehicle market as a challenger in the field of electrification." ”
How to make Ford's electrification road win the recognition of users in the Chinese automotive market, especially in the face of a new generation of consumers, Ford China has set up a special electric vehicle division to be fully responsible for the production, manufacturing, marketing, charging network and user experience of Ford electric vehicles in China. The delivery of the domestic Mustang Mach-E to retail users at the end of last year marked a different electric vehicle experience for Chinese consumers.
Yes, the goal of Ford electrification was never to follow, but to lead. For Toyota, Volkswagen and other automobile companies that have been working in traditional markets for many years, they cannot and cannot lose the existing advantages of traditional fuel vehicles. Therefore, Volkswagen's ID series and Japanese-feared electrification products are difficult to compare with Tesla and Weilai in the eyes of Chinese auto consumers.
Electrification and intelligent products alone cannot win, there must be a subversive breakthrough with characteristics that is difficult for competitors at the same level to replicate. Jim Farley, president and CEO of Ford Motor, has bluntly said that for the Ford China team, it is more important to create a new DNA for Ford, a DNA with Chinese genes.
Therefore, the younger generation of consumers in addition to the Tesla Model 3 and Xiaopeng P7, also put the Mustang Mach-E into the purchase list. This is the charm of Ford's electrification products, and the strength of the new user experience created by the direct sales channel of China's exclusive electric brand "Ford Select". Ford electrification products and Ford fuel vehicle products go hand in hand, and together in the new era of prominence.
Not only electrification, But also Ford China must stand at the forefront of digitalization, intelligence and customer experience. Combined with Ford China's years of solid accumulation in the fields of intelligent networking, autonomous driving, AI and data analysis, it will accelerate the pace of local scientific and technological innovation. Sync+2.0 Chi Heng Interconnection System, BlueCruise "Blue Smart Driving", C-V2X Vehicle-to-Road Collaboration System, etc., in just two years, Ford Motor has relied on hard-core technology to create an innovative customer driving experience.
"In China, we will not copy all of North America's approach, we will accelerate our electrification more around the needs of Chinese consumers and the development trend of China's electric vehicle market." Chen Anning once again emphasized Ford's confidence and determination in the Chinese market. The advantage of Ford electrification is the "four-in-one", that is, the brand spirit of pioneering innovation, legendary models, electrification technology and intelligent experience, which is difficult for start-ups to do.
At the beginning of the 20th century, the world's first assembly line simplified the assembly process of the Model T, which led to the enlightenment and revitalization of the modern industrial system in the United States, which led to the ford and consequent modern industrial system in the United States. From Tesla to the new domestic car-making forces, one after another has appeared. Today's Ford, once again as a challenger to win the battle for change, in a hundred years of unprecedented changes, will be a number of traditional car giants behind.
Ford China integrates the brand spirit of "pioneering innovation" and the service concept of "hospitality as a family", and further improves the new customer relationship through upgrading dealer showrooms and services, integrating digital channels and experiences, and using technological innovation and family customer experience.
Century-old Ford is undergoing great changes with the transformation of the automotive industry, China is the most important card in Ford's global future plan, China is the core of future globalization and industrial change, Ford Global hopes to learn in China not only has lessons, but also advanced practices, which is the significance of Ford China for Ford Motor Global.
Every step taken is a breakthrough for Ford. Insight into market changes, strengthening China strategy, and tailoring products and services for Chinese customers all determine that Ford can go further ahead. When the new era comes, Ford China must first stand and then stand tall.
| Yang Jing |
No sleep at noon
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