Jiangling Ford's dream of "business transfer" is probably not so easy to achieve.
Author: Lu Weijia
For a long time, Jiangling Ford has been a commercial figure, mainly responsible for Ford's commercial vehicle segment business in the Chinese market, and its brand positioning and business are as good as Changan Ford's well water, which only produces and sells passenger cars.
However, when the time came to around 2018, Changan Ford suffered a jump in brand sales due to a series of its own reasons and the impact of the cold winter of the automobile market, and its position in the terminal market also retreated from the first line to the second line.
At that time, Jiangling Ford, which has been limited to the commercial market, seemed to see the opportunity of its own "business transfer", so it held the mentality of testing the water to change the S330 of Jiangling Motors, and the S330 of Jiangling Motors became a Ford territory.
What exceeds everyone's expectations is that the S330, which was originally ignored by everyone, was greatly welcomed by the market when it was listed in early 2019, and the highest monthly sales were even close to 7,000 vehicles, which was once one of the best-selling models of the Ford brand in the Chinese market.
Of course, considering the starting price of the collar as low as 109,800 yuan, and the consumer psychology of many consumers "buying a car = buying a car", in fact, it is normal for the collar to make a good start for Jiangling Ford's "business transfer" plan. It should be known that the Changan Ford Impreza, which is also a compact SUV, has a starting price of 60,000 yuan higher than that of the Collar, which is much higher than the Cost Performance of the Collar.
Based on this, Jiangling Ford seems to have tasted the sweetness of "business transfer", following the collar model and launched the Lingyu positioned as a medium-sized SUV. The difference is that Jiangling Ford has not relied on the replacement of the standard like the collar, but based on the strategic plan of "more Ford, more China" to develop the Chinese market special models.
It is worth mentioning that under the deployment of the "More Ford, More China" strategic plan, Jiangling Ford will continue to launch models that are only produced and sold in the Chinese market, and Lingrui (pre-priced at 158,880-188,800 yuan), which officially opened pre-sale recently, is the latest model launched by the Jiangling Ford brand.
In terms of appearance, Ling Rui as the "Sport" version of the field, the general design of the front part of the car is still highly close to the Lingyu, but when the line of sight comes to the side and the rear of the car, the gap between the two cars can be opened.
So we can see that LingRui, like other new cars specifically available for the Chinese market, uses the latest "potential energy aesthetics" design language of the Ford brand, and the iconic hexagon grille and split headlights are used.
In terms of body size, because Lingrui's model positioning is one level lower than Lingyu, and only provides a 5-seat version, the body length and wheelbase length of Lingrui are much shorter than Lingyu, and the specific length, width and height are 4630/1935/1706mm, and the wheelbase is 2726mm.
In addition, if you compare the mid-size SUV models on the market laterally, lingrui's body size is more in line with the standard of an A+ SUV, and Jiangling Ford defines it as a medium-sized SUV.
In the power part, all lingrui models are equipped with 1.5T EcoBoost turbocharged four-cylinder engines. Although this engine is the result of a new ford brand development, its maximum output is only 170 horsepower, the peak torque is 260 Nm, and the transmission may match the 7-speed wet dual-clutch transmission.
In contrast, the Lingyu series comes standard with a 2.0T EcoBoost engine with a maximum output of 224 hp and a peak torque of 360 Nm. The "old" Wing Rover is equipped with a 1.5TEcoBoost four-cylinder engine, and the maximum output power has reached 182 horsepower.
In other words, if Lingrui does not add a 2.0T engine version in the later stage, presumably the output power of the 1.5T EcoBoost will be difficult to meet the needs of consumers.
Fortunately, Lingrui in the interior part can follow the dual screen design and electronic gear shift mechanism of Lingyu tong, which not only makes the new car more technological than other joint venture SUV models, but also caters to the consumer psychology of the Chinese consumer market in pursuit of large-size screens.
At the same time, Lingrui also used a large area of leather materials for wrapping inside the carriage, and the solidity of the materials was much higher than that of the joint venture models of the same level. If the car logo is covered, I believe that many people may mistakenly think that this is a domestic car.
It is evident that Lingrui is at least in terms of the appearance and interior atmosphere creation, and is a qualified and promising Chinese special car.
However, if we refer to the fact that Lingyu currently has only about 1,000 monthly sales, we cannot guarantee that Lingrui can continue the phenomenon that Lingyu was listed on the market and sold hot.
After all, as of now, Jiangling Ford's commercial image in the Chinese market has not been completely transformed, consumers can accept the price ceiling of Jiangling Ford models is naturally not high, coupled with the Changan Ford side of the box has also launched a series of sincere Chinese special models, Jiangling Ford's "business transfer" road may not be smooth.
(Image from the Internet)
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