Lead
Introduction
Obviously, in the battle of new Mondeo, Changan Ford has made a fierce effort to try to pull the vitality of the brand with the "cost-effective" outstanding Mondeo, which in turn promotes the hot sales of the entire brand.
Author 丨 Xu Jinkai
Responsible editor 丨 Luo Chao
Editor 丨Zhu Jinbin
"Is the whole series 2.0T+8AT?"
"The price was 30,000 lower than I expected."
"Ford, what's wrong with that?"
On the evening of March 18, Changan Ford officially announced the pre-price of the new generation of Mondeo, the new car pushed a total of 4 models, the pre-sale official guidance price was 159,800 yuan - 219,800 yuan, the pre-sale price was lower than everyone imagined, the entry-level model was nearly 40,000 lower than the previous generation, which also made the new car the cheapest 2.0T model in the high-end car market, after all, the guidance price of the Mindreb 2.0T model that people next door could not see was also 190,000 miles away.
But it won't be easy.
On the one hand, in the context of the industry of the transformation of new and old kinetic energy in the automotive industry, the rising new energy has grabbed a lot of attention, on the other hand, the competition in the middle and high-end car market in which Mondeo is located is too fierce, and the state of German and Japanese rotation has lasted for nearly 10 years.
Changan Ford has a deep understanding of such a state, and simply "reduces the price and increases the allocation" to win.
The new choice of the most conscientious
I have to admit that the new generation of Mondeo is quite exciting, and it exists like a benchmark in the entire mid-to-high-end car market, which is mainly reflected in many aspects such as power, space, and intelligence.
The body size of the new generation of Mondeo is 4935 * 1875 * 1500mm, compared with the previous generation of models in the width increased by 23mm, in the length increased by 63mm, in the same class of models, the American car itself is slightly better in the space performance, further widening, elongation of the initiative will also be the new generation of Mondeo competitiveness in the large space level further increased.
Not only that, the new generation of Mondeo also has the longest wheelbase of 2945mm, compared to buick LaCrosse's 2905mm, Passat's 2871mm and Camry's 2825mm, all in an absolute leading position, such a hard reality makes Mondeo the best in its class.
At the power system level, the power combination of the new generation of Mondeo 2.0T+8At can also stand out, of which the fourth-generation Ford Ecoboost 2.0T engine is based on Ford's many international award-winning star models, which can meet stringent emission standards while providing strong power, rated at 175kW, peak torque of 376N m. Matching the upgraded 8AT gearbox, the rapid shift response is also second to none in its class, plus the three driving modes of standard/energy saving/sports, which can easily switch between daily commuting and intense driving.
Looking at the same level of models horizontally, Passat and Maiteng low-end models are 1.4T, Accord 1.5T, Mindibao medium and high-end is 2.0T, the price of the new generation of Mondeo is not high, but the power system is counted among the models of the same level, and the zero hundred acceleration of 6.5 seconds will also make the new generation of Mondeo become a very sporty part of the mid-to-high-end car market.
In addition, the new generation of Mondeo is also equipped with a 1.1-meter ultra-wide area HD giant screen, integrating a 12.3-inch full-color digital LCD instrument cluster and a 27-inch ultra-large true 4K central control screen. Among them, the 12.3-inch full-color digital LCD dashboard integrates AR navigation, entertainment, road condition mode and other functions, and the 27-inch central control screen supports Ford's first "joint driving fun" function in the industry, through the split screen, the whole screen can be freely switched, allowing the main and co-drivers to drive together, improve driving safety.
The huge screen will be a new generation of Mondeo's sense of science and technology, but also to give consumers a new car enjoyment, more worth mentioning that the new generation of Mondeo is also equipped with Ford's new generation of Co-Pilot360 intelligent driving assistance system, equipped with advanced visual perception system, equipped with 23 sensor configurations, can achieve up to 18 intelligent driving assistance configurations, to achieve L2 level active assist driving, improve driving safety while greatly reducing driving fatigue.
It is no exaggeration to say that the new generation of Mondeo is the most technological model in the current high-end car market, coupled with its huge space performance and strong power system and affordable price, will form a certain impact on the existing market pattern and gradually enhance its market position.
What is the future?
In addition to a variety of hard power, the new generation of Mondeo performance, in the driving experience also fully considered the feelings of Chinese consumers, the new generation of Mondeo in-depth insight into Chinese user preferences, the chassis, body structure of the deep improvement, reduce the parking and low speed steering force, steering lighter, smoother control, so that the car length of nearly 5 meters Mondeo flexible control, breaking people's american car "big and bulky" inherent impression.
What is more worth mentioning is that thanks to the use of Ford's new electronic and electrical platform - Ford FNV intelligent interconnection network architecture, the new generation of Mondeo has the ability to fully utilize the whole vehicle OTA and can be continuously upgraded and evolved, which is very attractive to Chinese consumers who are quite demanding on intelligence.
From this state, it is not difficult to see that the new generation of Mondeo portrays the elements that many Chinese consumers love, which may be its original intention to win the Chinese market and drive the upward development of the entire Ford brand.
"The new generation of Mondeo has a role in promoting the development of the Ford brand in China, but the promotion may be relatively limited, after all, in the fiercely competitive market, only the hard power of the product is not enough, but also the coordinated operation of the entire system, from the early supply chain system to production, marketing and post-maintenance and maintenance, etc., there can be no hard injuries, otherwise the market performance will be affected." There are industry insider performances.
Indeed, Ford's performance in China in recent years has not been conspicuous, and according to the sales data released by Ford China, for the whole of last year, Ford sold a total of 624,802 new cars in China, an increase of 3.7% year-on-year compared with last year. Among them, Lincoln's annual sales reached 91,621 units, an increase of 48.3% year-on-year, and Ford brand passenger cars delivered a total of 237,646 units in the whole year, which was basically the same as in 2020. To know that the Ford brand passenger car, that year, but to hit the million sales target.
Adversely affected by various factors, the performance of Ford brand passenger cars in recent years is not outstanding, which has largely led to the decline in the ability of the entire system, of which the biggest impact is the dealer withdrawal, and in 2019, Ford has also experienced a wave of network withdrawal. The decline in channel capacity will greatly affect the market performance of new cars, which is the first factor limiting the popularity of the new generation of Mondeo.
Secondly, from the perspective of the entire Ford, Taurus suspension of production, Mondeo price decline, these two brand image of the product have reduced the expectations at the brand level, in order to seek the overall sales rise, from the perspective of long-term development, such an approach is not wrong, but the brand image shaping is a long-term project, Changan Ford must plan the aftermath to avoid embarking on the old road of Mindibao. Or maybe Changan Ford has long planned, Mondeo has a little improvement, and then resurrect Taurus to create a higher brand image, is also a good choice.
Overall, the advantages outweigh the disadvantages, and the sincerity of the new generation of Mondeo will become a key step to boost Changan Ford's progress, as to what height it can push, it will wait for the test of the market.
| Xu Jinkai |
Moving forward in the midst of possession and loss...