It's been almost 10 years since the debut of the previous generation of Mondeo.
This car is once again hotly discussed because of a seemingly sincere price of the replacement model.
Many people think that the pre-price of the new Mondeo 159,800-219,800 yuan is very surprising, and it seems that it has put down the body and is directly approaching the most cost-effective Korean car - to know that the guidance price of the Sonata 1.5T entry version is also 161,800 yuan, and the new Mondeo is still 2.0T.
In addition to the applause, the spectators also had a feeling of compassion for the cheers of the twilight years.
But whether the price of Mondeo is sincere enough, we have to look at it from both sides.
First, the new Mondeo and EVOS, which has just been on the market for two months, and the upcoming Lincoln Z, are both part of Ford's new C2 platform. In the case that the three major parts are the same and the interior layout is basically the same, the pre-price of lincoln Z is from 252,800 yuan, while the guidance price of Ford EVOS is 199,800-259,800 yuan - if only from the dimensions of space, power and intelligence, the new Mondeo is obviously more cost-effective.
After all, it is a 27-inch 4K fish screen, all 175kW (Lincoln Z is 181kW), 376Nm, are the front front drive arrangement of the front McPherson rear multi-link, plus the Mondeo and EVOS design are highly consistent, the interior of the three is not much different, and the Mondeo, which is cheaper than tens of thousands, is indeed more fragrant.
Why did Mondeo, who prides himself on being a B-class flagship car, set a price similar to that of the A+ class car of Lingdu L?
I think there are two reasons.
First, because Ford's brand power has continued to decline in recent years, the terminal price of the current Mondeo has already fallen into the price range of 160,000-220,000, and the value of this car has become a long-term consumer consensus;
Second, the sales performance of EVOS, a special model in the Chinese market that was originally highly expected, did not perform well - as the leader of Ford's round of product offensive, EVOS, which was once generally optimistic by many people, had an average monthly sales of only 1,000 units in the first few months of listing.
In fact, whether it is EVOS or Mondeo, the product strength is not weak in horizontal comparison. Especially after Ford has spent a lot of energy to study the preferences of the Chinese market, the detailed design, nearly 5 meters long + super 2.9 meters wheelbase, 1.1 meters ultra-wide area HD giant screen, SYNC + 2.0 Zhixing interconnection system, Co-Pilot360 Zhixing driving assistance, 2.0T+8AT... You said that for a B-class car with less than 200,000, these product experiences are not fresh enough and not sincere enough.
But the other side of this matter is that the folding of EVOS is very realistic and helpless to prove that Ford, which was too slow to iterate in the past, has been firmly labeled as an "outdated joint venture" in the hearts of Chinese consumers.
Especially when the new car-making forces can provide 2 lidar + 5 millimeter wave radar + 12 ultrasonic sensors + 13 high-definition cameras and other intelligent hardware on a model at the same price, as well as 30TOPS computing power chips, can achieve NGP, cross-floor parking memory parking and other high-end auxiliary driving functions, power performance is equal, comfort configuration is more than enough, you say that Mondeo still has the confidence to set the price to 200,000 or even 250,000 or more as in the past.
If you insist that the fuel car still has a better battery life experience than the tram, then look at the fuel consumption performance of the Camry dual engine, the Accord hybrid, and even the BYD Han DM-i with a comprehensive endurance of more than 1300km, a powerful alternative to the traditional fuel B-class car, which is mushrooming in an endless stream.
And furthermore, Mondeo's pricing is not entirely worthy of scrutiny.
Look carefully at the configuration table, you will find that the new Mondeo minimum model does not carry the core selling point 27 inches with fish screen, and even the important conventional configuration of the reversing radar, so if you want to buy the USP of this car, you have to choose at least 179,800 sub-lows.
And although this car has the same eye-catching "potential energy aesthetics" design expression as EVOS, the official wind resistance coefficient has reached 0.293Cd, and it is also emphasized as a product highlight of Mondeo.
What is this concept? The drag coefficient of bmw X3 is 0.29, the drag coefficient of WEI ES6 is 0.28, and the same B-class car, camry's wind resistance coefficient is 0.27, Passat is 0.269, and the drag coefficient of 99 years Of Passat B5 is only 0.28 - that is to say, the new Mondeo as a car, the wind resistance coefficient is not as low as a SUV 2 years ago or a car 20 years ago.
In the minds of consumers, Ford's "oil tiger" label has always been a key factor influencing their purchase decisions, in the face of innovative design and excellent aerodynamic performance, the new Mondeo has obviously chosen the former - in today's high oil price social context, good-looking leather bags obviously do not have a practical coat of flattery, especially for consumers who choose cars within 200,000.
But then again, Ford is indeed transforming, after all, in a number of joint venture brands, you can't see whose screens and cars are more eye-catching than Ford. It's just that in the next few days, we will most likely see one "helpless Mondeo" appear on the market, and we can only exchange the image of a twilight hero for some tragic but limited sympathy.
The essence of the problem is not in the price. Especially as a B-class car, you have to have a long long board to provide people with enough face, the previous face is based on horsepower, driving quality, rich configuration, and now the face is dependent on computing power, toy attributes, targeted configuration.
Consumers no longer need a balanced experience of everything, a car that has a trade-off and takes care of the needs of a single ethnic group to the extreme, in order to have the opportunity to break through the stock market.
You see the new forces that sold for three or four hundred thousand, but they did not make any compromises on the price.
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