Mondeo, which has stopped production in Europe and the United States, has finally ushered in a replacement after nearly 9 years. The new generation of Mondeo adopts a new design language, especially the interior design, which has been greatly improved, compared with the previous Ford "straight man" like interior style, the new generation of Mondeo's interior is obviously closer to the pace of the times. It is worth mentioning that EVOS and the new generation of Mondeo this new design language is designed by the Chinese side, and will be promoted to more Ford's global models in the future.
Medium-sized cars are the surface of the joint venture brand, the new generation of Mondeo has come up with a lot of sincerity, and even many people say that it is "ready for everything, only the price is owed", the new car has not yet been officially listed, but we may wish to speculate about its future price.
Straight to the point, I think the price of the new generation of Mondeo will be similar to EVOS, mainly because the two cars are basically the same in terms of platform architecture, powertrain, interior and exterior design, etc., and more are the design differences in some details. Although according to the past practice, the medium-sized car equivalent reference model in the joint venture brand is its own compact SUV, but because of the relationship between Mondeo and EVOS itself, the two still have great horizontal reference significance in terms of price.
So the question now is, will the price of the new generation of Mondeo be lower than that of EVOS? Tall? Or is it directly flat?
First of all, the price of EVOS is 199,800-259,800 yuan, and a total of 5 configuration models have been launched. In fact, the lowest technology version of EVOS has no scheduling plan, not even a configuration table, so the lowest match that everyone can buy is the fashion version priced at 225,800 yuan, which is 26,000 more expensive than the starting price of 199,800 yuan.
Following the usual idea that SUV of the same class will be more expensive than a sedan, I guess the price of the new generation of Mondeo will be cheaper than EVOS. EVOS is more like a wayfinding for Ford's new generation of design language, but the current ford brand image in China is relatively weak to support high-end models, from the sluggish sales of EVOS we can see the leopard. Medium-sized car as a representative of the joint venture brand, it not only to support the brand image, but also to take on the responsibility of the volume, in the case of EVOS sales are not as expected, Ford in China must adjust the current pricing strategy, so I predict that the starting price of the new generation of Mondeo is 185,800 yuan, but like EVOS, the lowest model is not for sale, the real starting price of the new generation of Mondeo, will be close to 200,000 sub-low models, guess one, 198,800.
Some people say that the current Mondeo has two models on sale, the starting price is 192,800 yuan, the power has become 1.5T+6AT, although the current new generation of Mondeo has not exposed more configuration information, but it is known that it will be equipped with a 2.0T+8AT powertrain and the interior has a huge screen of up to 1.1 meters, these two configurations alone can know that the price of the new generation of Mondeo will definitely be higher than the current Mondeo. This is not unreasonable, but the sales volume of the current Mondeo is very low, to some extent reflecting its pricing market is not accepted, so the new generation of Mondeo with EVOS sales strategy is feasible - both to lower the price of the model, but also to maintain the threshold of the actual transaction price, at this stage, the Ford brand is still very delicate, to have sales can not be set too high price, but on the other hand to maintain the brand value is equally important.
At the same time, the starting price of Taurus is now 228,900 yuan, and taurus is positioned higher than Mondeo, so the new generation of Mondeo is even less likely to actually sell a model of 225,800 yuan like EVOS, which is very close to the starting price of Taurus, not to mention that this will make consumers feel that it is better to go directly to Taurus, and the result of this is that Ford will lose this part of the consumer.
Like many joint venture brands, Ford in China is also interested in getting rid of the "cheap" label and promoting its own brand upwards. Starting with EVOS, we can see ford's rhythm of change - EVOS is marketed with more unique shapes, more exquisite interiors, and more "high" pricing, which is completely different from the previous Ford and even Lincoln's "open and close" style.
Take the sharp edge listed two years ago as an example, it gives people the feeling of designing ordinary but sporty SUV, the overall lack of delicacy, now EVOS and a new generation of Mondeo with a new attitude, is to strengthen Ford's brand image in China, so the new generation of Mondeo can not be too cheap, but will not take the initiative to explore the low, to avoid falling into the price war of the mud, but let the brand go up into the "dead end", for Ford ideal state, the new generation of Mondeo's main sales price should be more than 200,000.
We may wish to list the prices of several popular mid-size cars for comparison, and the new generation of Mondeo will inevitably refer to them and price them - GAC Honda Accord, priced at 169,800-25.98 million yuan; GAC Toyota Camry, priced at 17.98-26.98 million yuan; FAW-Volkswagen Magotan, priced at 186,900-30.99 million yuan. In terms of powertrain, Accord: 1.5T + CVT / 2.0L hybrid; Camry: 2.0L + CVT / 2.5L + 8AT / 2.5L hybrid; Magotan: 1.4T / 2.0T + 7-speed DCT.
In fact, the 260TURBO comfort version of the accord with a minimum of 169,800 yuan is also "a non-sale product in order to lower the price", in fact, it should start from a sub-low of 179,800 yuan, then the actual price of the Accord terminal is 17.98-25.98 million, and there is no absolute advantage in the starting price.
Accord, Camry and Magotan can achieve low starting prices, in addition to the pricing strategy, largely because they are lower displacement powertrain, which means that the cost, displacement tax, etc. are lower, so they will have more advantages in pricing than the new generation of 2.0T+8AT Mondeo, as for the problem of price exploration, I speculate that the new generation of Mondeo will put this task on the future 1.5T model.
In terms of the price of high-end power, the Accord 2.0L hybrid is 199,800 yuan, the Camry 2.5L/2.5 hybrid is 219,800 yuan, and the Maiteng 2.0T (330TSI) is 219,900 yuan, so I predict that the 2.0T version of the new generation of Mondeo will focus on less than 210,000 yuan in order to be more competitive in the subdivision price, the price of the new car we guess is 18.58-2498 million yuan, but the sales strategy is the same as EVOS, first set a low-price model to play the "digital game." ", pull down the price of the model, and will put the main sales model to less than 210,000, and finally use the high price of the top to maintain the high-end image of the model." With the emergence of the 1.5T version of Mondeo in the future, the main price range of the new generation of Mondeo will further explore.
The editor said: Ford in China has had more than a decade of good times, sales once "two to compete for one", but in recent years, Ford's strategy seems to have a problem, performance cars do very well, but the sales of family cars are difficult to say, although the pickup F-150 is the industry benchmark, but it does not meet the needs of domestic consumption, for a time, Ford in China in the dilemma, the brand image has been greatly hit.
Now Ford in China is trying to change, EVOS and the new generation of Mondeo is a very good work, the overall development in a more refined direction, but the higher price has also led to the sales of EVOS tepid, so how to price the new generation of Mondeo is very important - both to meet the needs of the brand upwards, but also to gain an advantage in comparison. But now it has ushered in the era of electrification, and the hybrid system is emerging in an endless stream, which is where Ford is still relatively weak, and Ford wants to break through in China to reproduce the glory, and undoubtedly needs to continue to work hard.