Bronco, translated as wild horse, uncivilized horse.
Ford has a bronco god car, has been out of gear for many years, the first two years in order to expand the territory of the US market, Ford restarted this car, with excellent design, good positioning and reasonable price, Ford bronco once launched by the American consumers love.
Some people think it has something to do with his history of success, let me say, or because it sells cheaply.
The new Ford Bronco is priced at $30,000 in the United States, which is very low in the U.S. market, and according to the salary level of the locals, Nu can work hard to buy a Ford bronco a year, and his price is as high as the Wrangler and Ford F-series pickups.
The pricing is not high, is the core criterion for success in the US market, it is worth mentioning that the new Explorer listed in the United States is priced at $33,000, and the price of the Ford Bronco is even 10% lower than that of the Explorer.
Explorers already know a 5-meter hardcore off-road vehicle with a very familiar configuration and size.
The difference is that the Ford bronco is a non-bearer body, while the Explorer is a bearer body, both models are extremely competitive models inside the brand, and equipped with the same power system, the difference is that the roll point is different, the Ford bronco is more rigid, and the explorer is more at home.
In fact, what I want to discuss more is, how much is the domestic pricing of Ford Bronco?
Explorer domestic pricing of 300,000 yuan, according to its 33,000 US market positioning, domestic status quo comprehensive analysis, in fact, the domestic market starting price of 300,000 levels is not low, Changan Ford in this body has made a lot of money.
From the current point of view, the probability of domestic production is not very large, at least it is unlikely to be domestically produced now.
This means that its production and sales costs are at least 15% more expensive than those of the Ford Explorer, and according to the cost analysis, the FOB price of 30,000 US dollars, shipping costs, loading and unloading costs, distribution profits and tariffs will not rise much in the overall calculation.
After all, fundamentally speaking, the Ford Bronco is equipped with a 2.3L displacement "small displacement turbo engine", which is not very expensive in essence.
That is to say, even if it is an imported car, the cost will not be particularly high, but the cost is not high does not mean that the price is not low, mainly depends on what position Ford wants to put this car, if the car has been mounted into the same luxury car as the Wrangler, then the price must not be low.
In addition, it is worth mentioning that the Wrangler priced at $30,000 in the U.S. market has been set into a luxury car pricing is only 440,000, from the current point of view, the same pricing, positioning of Ford Bronco, if placed in a reasonable position, the pricing will not exceed 400,000.
Because more than 300,000 is his really reasonable pricing range, and it is also the price range where Chinese consumers can consume and save Ford.