Middle-class middle-aged, three generations in the same house, and their happiness and harmony, these three terms are combined at one time, which is easy to think of a group with a family car as the core appeal. They all have a strong family view in their hearts, there are many factors that need to be considered, and the situation of two generations and three generations in the same house is common, and on holidays, it is often a family of five or six to travel collectively.
However, a problem that cannot be ignored is that in terms of functionality, the long-term lack of vitality of large-size SUV products that can truly meet the travel needs of families and multiple people in multiple dimensions and multiple scenarios is an indisputable fact. It wasn't until the emergence of Ford Lingyu that the author finally met a medium-sized SUV that better understood The Chinese family.
1
A joint venture medium and large SUV specially built for Chinese
Even if the two-child, three-child policy has detonated the market demand for medium and large SUVs, urging the launch of more products, from the Highlander in previous years, to the Highlander, Tuon, and the pioneers, and then to the strong listing of Ford Lingyu this year, if consumers at this level take family travel as a car purchase just need, in fact, the choice is still not wide.
At the same time, a reality that cannot be ignored is that whether it is Highlander or Tuon and Pioneer, the product definition is based on the North American and European markets, but Chinese consumers, especially family users who attach importance to multi-person travel, have requirements for workmanship, materials, texture, etc., far exceeding those of European and American consumers.
For example, Highlander, which is developed based on the North American market, has never been improved for the Chinese market, so even if highlander has been slightly strengthened this year, the criticism of the interior is not strong, and the configuration of intelligent technology is low.
Highlander
Tuon
European cars take Volkswagen as an example, its interior can always get good evaluation overseas, and the domestic version can also maintain a relatively high process quality, but it has to be said that the combination of hard materials and piano paint to enhance texture is not in line with the values of Chinese consumers. At the same time, these models developed by overseas markets, ergonomic design, seat layout, often tend to meet the european and American figure and family composition, not necessarily in line with the driving experience of Chinese.
In this context, the positioning of Ford Lingyu is somewhat "special" among a number of joint venture medium and large SUVs. As a joint venture medium and large SUV that gathers Ford's global R&D resources, it is a brand new model developed from the inside out according to the needs of Chinese. Therefore, in terms of familiarity with Chinese consumers, compared with those opponents who did not take the Chinese market as the core focus at the beginning of the design, they have their own advantages and give Chinese consumers enough "respect".
2
Meet the four elements of the Chinese three generations of product points
How to truly meet the needs of Chinese-style home users must be the place where Ford Lingyu needs to work hard this time.
From the analysis of the product focus of Ford Lingyu model, it is not difficult to find that it focuses on four major elements: the shaping of the sense of quality, the comfort of all seats, the intelligent experience in line with Chinese characteristics, and the power system representing "professional". These four elements are precisely the combination of the pain points of the market segment and the inherent strength points of The Ford brand product force.
First of all, as a new model, The Ford Lingyu design is different from the rounded or hard-core shape of the conventional large-size SUV, which adopts a domineering and full of scientific and technological design language, just like the laser-cut daytime lamp group, the light rail type integrated through the taillights, but also with dynamic lighting effects, more "keep pace with the times" to pay attention to the creation of a sense of science and technology.
The car adopts a double-color quality elegant design and luxurious leather seats, and its car is also specially designed for parent-child rides, and most of the places that can be touched are wrapped in leather, or soft plastic materials, and the shaping of materials and luxurious atmosphere is far better than Highlander, Pioneer and other models. At the same time, the two-inch suspension integrated intelligent linkage screen creates a visual effect in the car and a better sense of technology. These meet the needs of Chinese consumers not only in terms of experience, but also in many occasions.
Secondly, the comfortable atmosphere of the space is the focus of the "true three rows" of large SUVs. Compared with the competitors, the size of the Ford Lingyu is not large, but it has also reached the middle and upper level, which is a limited guarantee of the size of the space.
On this basis, The ford Lingyu understands the Chinese family better than the competitors, which is to solve the ergonomic comfort problem of each seat. It is equipped with the same level of unique electric adjustment, ventilation and heating functions can adjust the independent armrests, aviation headrests and three independent air conditioning, including the third row of seats, including the third row of seats "head pillow, shoulder rest, leg support, foot support" first class experience.
It is worth mentioning that Ford Lingyu is also the only one in the same class with 5 seats, 6 seats, as well as 7 seats 2/3/2 version and innovative 7 seat 2/2/3 version, which is equivalent to giving the decision of seat layout to consumers. Therefore, whether you are two generations in the same house, three generations in the same house, or a newly married family, these considerations allow each family structure to find a suitable travel posture in Ford Lingyu.
In short, the Ford Lingyu optimizes the comfort of each driver and occupant on the simple size of space, which exceeds the expectations of potential consumers for such three-row SUV rides
In addition, the level of intelligence of the joint venture car has always been a slot point, and the Ford brand that has been striving for intelligent car experience in the past two years has forced Ford Lingyu to turn this slot point into a highlight.
Its Tencent-based TAI3.0 car machine system, whether it is intelligent voice interaction covering three rows of seats, or AR real-life navigation and other functions, is a plus for large families to travel by car. This localization advantage of the car machine system also provides a series of Tencent ecological software familiar to Chinese consumers, and can even log on to WeChat.
In terms of intelligent driving, Ford Lingyu is also equipped with TJA Road Congestion Assist /ICA Integrated Adaptive Cruise that is more in line with China's national conditions. Regardless of whether it is low speed or high speed, the vehicle can be automatically kept in the center of the lane at a set speed, and according to the state of the car in front, it can be stopped/heeled. If there is no lane line or the lane line is not clear, you can also automatically turn the rudder according to the driving path of the car in front.
In addition, it also provides a blind zone display system that ensures the safety of the blind areas on the left and right sides, anti-collision assistance functions, and a one-stop fully automatic parking assistance system that solves the problem of difficult parking of large vehicles. Even if there is a warning that the rear passenger is locked in the car when getting off the bus, Ford Lingyu also reminds the passengers to get off safely. In a variety of car use scenarios, you can find the corresponding functions.
Consumers are also impressed by Ford's consistent safety and driving control DNA, and Ford Lingyu has also taken the lead this time. It is equipped with Ward's top ten, 2.0T engine, in accordance with Ford's global standards, after a precisely tuned power steering control system, in terms of technological advancement and performance are more interesting than competitors.
Passive safety also takes into account the needs of family travel, the only one covering the first, second and third rows of the whole car side air curtain, the key parts of the body using the same level of unique 1500Mpa high-strength boron steel, and the use of skeleton cage ring design to enhance the overall stiffness, for the safety of family travel to provide protection.
There is no doubt that such a machine is tailored for a Chinese-style family from the source, based on the unexpected satisfaction of the potential consumer demand of the market segment, Ford Lingyu can be said to be the first time in the same level to achieve a product around the insight of Chinese consumers.
3
Turn sales into nags
Move your home space into the car showroom
The product strength has enough advantages, and the latter bridge of communication with consumers, the terminal channel, cannot be ignored. In fact, since this year, Ford has taken the lead in launching the independent cannon of traditional car companies' channels, and has begun to implement the "Family Space Home Space Ford Experience Store" nationwide.
To sum up, Ford's "new concept" experience store has three major features, one of which is that the sales level is more transparent, whether it is model quotation, financial and insurance solutions, or optional services are left to users to choose.
The second is that it is no longer the hardcore and simple automobile product sales place in the past, but uses a large area of warm colors to decorate the entire experience space, and the sofas and pillows that can be seen everywhere can give consumers a comfortable car purchase experience like home.
At the same time, the interior of the exhibition hall has also made special partitions, including the mother and baby room and the children's entertainment area, which to a large extent allows parents to watch, test and buy cars in a relaxed and pleasant state, which can basically meet all the needs of the family car buying group.
The third is to create an interactive experience space that advocates parent-child care and lifestyle like a family through the insight of the Chinese-style family.
For example, in the future, we plan to carry out in-depth cooperation with LEGO to introduce LEGO courses into the experience store.
In short, the Family Space Space Ford Experience Store is not a traditional 4S store based on sales in the past, but from the three levels of senses, experience and atmosphere, it provides consumers with a comfortable service like home. This practice of treating each other with sincerity and treating users as "family" is bound to feed back to the product side and help Ford Lingyu, which was born under a more Ford and more Chinese strategy, get more and more user attention and recognition.
Behind the renewal of the entire product strategy and channel system, it is Ford's insight into home users and determination to enter the Chinese market.
Extremely intelligent view
Models that can hit the heart of consumer demand have always been "net reds" in the market. We have clearly seen that the arrival of ford Lingyu's joint venture medium and large SUV, around the starting point of the Chinese family, has performed remarkablely in terms of cabin quality, space, comfort and intelligent technology valued by three generations of the same family and many mouths. It is believed that this car will bring more in line with the travel experience of users' habits for multiple ports, and become an irreplaceable product for Chinese consumers when choosing joint venture medium and large SUVs.
From the perspective of the industry, looking at the current joint venture medium and large SUV market, there are very few that really have the ability to meet the needs of Chinese-style home users, and the market gap caused by this demand is precisely the product value and mission of Ford Lingyu in the domestic market. Of course, for consumers, Fordken is also a very happy thing to make exclusive adjustments to products and channels for Chinese-style home users.