Text\Blue Cham
On the evening of February 6, the Chinese women's football team successfully won the championship against South Korea, which made hundreds of millions of Chinese feel happy, and the outstanding performance of women's football coach Shui Qingxia also attracted attention. In the auto market, if it can rise in the trough or even counterattack, it will also attract countless applause, and Xiang Dongping, who is the new coach of Jiangling Ford, is undoubtedly placed in such a key position.
After the "defeat" of Beijing Hyundai, Xiang dongping transferred to Jiangling Ford, in addition to serving as the general manager of Jiangling Ford Marketing Company, he also served as a legal person in the newly established Jiangling Ford Automobile Technology (Shanghai) Co., Ltd., which means that Jiangling Ford will invest more energy in the passenger car market in 2022, and coach Xiang Dongping has also been entrusted with heavy responsibilities.
However, whether Xiang Dongping can lead Jiangling Ford out of the new market is still unknown.
On the one hand, under the influence of stock competition and the new four modernizations of automobiles, Xiangdongping will face a more severe test.
Previously, in March 2020, Xiang Dongping had joined Beijing Hyundai as deputy general manager and sales director, and participated in the listing of ten generations of Sonata and seven generations of Elantra, as well as the promotion of the "technology modern" brand label, but whether from the final sales results or from the perspective of market recognition, the performance of Sonata and Elantra can be described as lackluster, especially the performance of ten generations of Sonata is completely unsatisfactory.
It can be said that the reasons may be complicated, but Xiang Dongping did not make a big difference during the modern period in Beijing, after switching to Jiangling Ford, can Xiangdongping be "shamed before a snow" here, and can Jiangling Ford skyrocket? It's hard to say.
On the other hand, Lingrui product performance is average, and the "labeling" strategy has not been sought after. Different from Changan Ford, most of the passenger cars launched by Jiangling Ford are domestic special vehicles that "stick" Ford's standards. From the earliest collar to Lingyu to today's Lingrui, none of Them are Ford's global models, and their product performance has become unworthy compared to the price of the joint venture brand.
Taking Lingrui as an example, a 1.5T turbocharged engine on a medium-sized SUV is regarded by consumers as a small horse-drawn car, and the gearbox is matched with a 7DCT gearbox, which increases consumers' doubts about its reliability. In fact, the earlier launch of Lingyu has been complained by many netizens because of a 6DCT gearbox, and Ford's global models such as Ruiji, Ruijie, etc. have used 6AT or 8AT gearboxes, why is Lingrui, which also hangs the "Ford" standard, still use DCT transmissions? Among them, the cat is not clear, I believe many consumers can also guess.
In fact, with the increasing maturity of the domestic automobile market and the rise of a new generation of consumers, especially the rise of independent brands, jiangling ford products with the "Ford" logo have long been scarce, let alone competitive advantages. Whether it is Lingjie, Lingyu or Lingrui, which is about to be listed, there are many opponents in the same level market, and many brands, including Haval, Changan and Geely's Neng, have long been in the same level of market segments. It is not easy for Jiangling Ford to rely on the "Ford" standard to achieve a breakthrough.
Sales data show that the sales performance of Jiangling Ford in 2021 is not optimistic, and its cumulative sales in 2021 are only 32,500 units in terms of the number of new car traffic insurance purchases, down 5.78% year-on-year, ranking 70th in the sales ranking of car companies. Such sales are only two months or even a month's sales of a car such as the Haval H6. And it is worth noting that in 2021, the domestic passenger car market sales achieved a year-on-year increase of 4.4%, and the reverse decline of Jiangling Ford made people sweat to the east.
Write at the end:
Although Ford put forward the slogan of "more Ford, more China", and Xiang dongping also prescribed a new four-modernization prescription for Jiangling Ford to achieve "specialization, differentiation, personalization and rejuvenation", it remains to be seen whether the slogan can be transformed into sales. However, it is certain that there is not much time left for Xiangdong ping and Jiangling Ford.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Lan Zhan, and the source should be indicated when reprinting)