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Buy a car to see the face first, this is simply the iron law of young people's consumption, but also more than a hundred years of auto industry development brought about by the experience summary, from the 60s and 70s of the last century style exaggerated muscle car, to now a more sci-fi new energy car than a new energy car, from the supercar of the track, to the pure-blood off-road vehicle that can cross the mountains, each hot-selling model is inseparable from its own appearance.
Toyota's Camry, Asian Dragon, Honda's Accord, Civic, or more high-end Lexus ES, BMW 3 Series, etc., are more or less benefited by the value, especially the BMW 3 Series, which was controversial when it was listed for compromising on comfort, but people who bought it shouted "true fragrance", and last year ended with 173,000 vehicles, and the winner was undoubted.
So, can Ford Mondeo and Volkswagen Lingdu L become popular with their looks?
Ford Mondeo: Purely made in China, kung fu is outside the product
Entering the third decade of the 21st century, Ford has changed its aggressive expansion posture around the world, actively contracting to seek an electrification breakthrough, and successfully reached a market value of $100 billion for the first time on January 13 this year.
In the Chinese market, Ford's performance is relatively sluggish, slow product updates, channel disorder, marketing strategy is unclear and other issues overlap together, want to be reborn, Ford needs a number of blockbuster models to boost morale, SUV is Ford EVOS, the sedan is naturally the new Ford Mondeo.
Ford Mondeo has a history, it is a treasure that has been through the BTCC arena, is the B+ class sedan of IKEA, and is also the first batch of models to implement the sports model, but the fourth generation of products on sale has been struggling for 9 years, it is a proper veteran, and even Ford Headquarters said two years ago that it will not be replaced, and Ford China insists on launching, because the Chinese car market can not be separated from cars.
For the understanding of the Chinese car market, the two are separated, and because of this, the fifth generation of Mondeo, tailored by The Ford China Design Center for the Chinese market, can put aside the guidance of overseas executives and focus on polishing the elements that please Chinese consumers.
After bidding farewell to the "Martin face", the new Mondeo has become a little less familiar, it is more like a sedan version of EVOS, it not only has a sporty shape, but the most important thing is that it has the most core elements of a popular car in China - size, 4935mm length and 2945mm wheelbase, simply and directly show its practicality.
Practicality will always be the first choice for Chinese consumers to buy a car, even if it is a hot selling Japanese car that emphasizes the driving control attribute, their core is still placed on the word practical, the most obvious example is Tianlai, the 2.0T engine parameters and performance of Ward's top ten can be called the first in the same level, but consumers still like the 2.0L self-priming version, "cheap bowl" is YYDS.
The scale of the new Ford Mondeo is very good, it is a bit of EVOS elements, such as 3D parametric scale grille can love to swing with the rhythm of breathing, - equipped with narrow line anti-hook shape of the split LED headlights and central through LED strips, these new energy vehicles common technology elements have not been pulled down.
In addition to these favorite details, in order to create a more youthful posture, the designers also equipped with a black roof and provided hidden door handles.
The most eye-catching thing at the rear of the car is the classic three-stage taillight design of the Mustang, with a lens design inside, and the camera of the reversing image also adopts an embedded design, which is very mature.
If the shape will make you accustomed to the need to think about the old modeling, then the car has simply become exaggerated to no, directly to the 1.1-meter large joint screen, which is rare in the field of new energy, 12.3-inch LCD dashboard and 27-inch 4K center console will have more ways to play.
Can it flip? This is also the embarrassment that the new Mondeo faces.
You can see many shiny elements, fully flat rear floor, amazing size and shape, SYNC+ car machine system can be comparable to the new forces of car manufacturing, Ford Blue Cruise on the road to intelligent driving more and more smoothly, but all this will be accompanied by Ford's overall decline and it is difficult to reach its due height, Ford China 2.0 era needs more explosive cars to reshape consumer confidence, the new Mondeo will be a solid foundation, after all, China's mid-level car market is too coiled.
Volkswagen Lingdu L: the bottom of the coupe home core
Equipped with a slender slipback design, as well as a stable tail, coupled with an aggressive front face, can the new Lingdu based on the MQB Evo platform be listed and sold in 2022?
If Toyota has turned around with the TNGA architecture, then Volkswagen has undoubtedly focused on the MQB Evo platform.
Entering a new decade, Volkswagen also needs to upgrade and transform the existing product line, especially to be able to respond to the current increasingly important electrification and intelligent construction, MQB Evo platform in the chassis structure and electrical wiring two aspects of the substantial evolution, digital service platform, larger screen, intelligent architecture optimization to bring massive communication speed, so that the public has the confidence to create a small market in the field of sports cars to strive for products that break through 10,000 sales.
Lingdu L is just in time, it has a good foundation in itself, the "wide-body coupe" unveiled in 2014, 7 years has almost reached a replacement cycle, in addition, the volkswagen for the post-90s car is also just able to assume the vanguard role of youthful transformation, is simply the best player to test the market reaction.
The non-balanced layout of the front face emphasizes the downward pulling down the visual center of gravity, the middle network area is accompanied by the perception of the ID family in the new energy era is compressed as much as possible, the function of the intake is handed over to the lower grille, and the horizontal luminous light strip connects the two side headlights, which is also required by the new energy era. In other words, Volkswagen's consideration this time may be to unify the design styles of new energy vehicles and fuel vehicles, and finally form the current more radical front face shape.
In terms of size, the new car is 4784mm long, 1831mm wide, 1469mm high, with a wheelbase of 2731mm, and the waistline extends from the front wheel to the taillight position, which is very stretched.
The rear shape of the car is unified with volkswagen's coupe SUV style, the through-type taillights are based on black, coupled with the LED light group arranged vertically, with a strong sports car style, full of modernity, and the English logo of LAMANDO L is added below the LOGO, which is also a very highly accepted method in the market. In order to cooperate with the leeward wind, Volkswagen also directly brought a hatchback type tailgate to Lingdu L.
In addition, the frameless doors that were only equipped on the luxury coupe in the past were lowered to this A+ class sedan, making the gold content of this "coupe" sufficient, which is also the most characteristic design element of the new car in addition to the tail style. If the new generation of Lingdu L with frameless doors can control the guide price to a reasonable range, with the frameless doors and hatchback tailgates, the two most important characteristics of coupe models, it will surely become the first choice for young audiences.
As a family car, Volkswagen still does not change the comfort style, the dual screen is very technological, but it is still based on the most fundamental needs to create a cockpit, or, when you see any Volkswagen with a "personality" label, you must not ignore its efforts at the practical level, the wheelbase has grown from the previous generation of 2656mm to the current 2731mm, and the trunk has also expanded from 480L to 545L. An excellent industrial design product should first be practical, and secondly should be beautiful.
Therefore, the scene faced by Lingdu L is much better than that of Ford Mondeo, which is also the basis for the appearance of beauty and pleasing interior design, Volkswagen has enough resources to promote this car, brand influence, channels, marketing and a series of departments can instantly burst out of due combat effectiveness, and convert the advantages of Lingdu L into sales, after all, the change of Lingdu L is what the young volkswagen in our minds should look like.
Write at the end
Compared with history, the annual sales of Ford Mondeo at its peak can exceed 120,000 vehicles, and the monthly sales of Lingdu are also close to 20,000 in the past, which is more important than now.
Ford Mondeo is facing a more severe situation, after all, on this track, consumers buy cars to see the value of the face, will also consider more things other than the value of the face, and these branches and vines are exactly the Ford 2.0 period to refill, I think, Mondeo is destined to become the foundation of Ford's journey, it is expected to rank among the sales ranks, but the living space will inevitably be compressed for off-site reasons.
Volkswagen Lingdu L is also a model that can turn over by looking, the hot products on this track do not need to pursue comprehensive, but there are one or two flash points, Honda Civic, Volkswagen Sagitar are obvious examples, not to mention the public's requirements for it are not so high, with its quality and the public's channels, word of mouth, performance-oriented and other factors superimposed, monthly sales should not be difficult.