On March 18, a news of Mondeo announcing the pre-sale price detonated the car circle, and almost ten years later, the mid-level car veteran finally ushered in a replacement, and gave a very surprising pre-sale price - 159,800-21.98 million yuan. There were countless likes for a while, and many people said that Ford was very generous this time. The time comes to 2022, and the strategy of car companies to deal with the market is also changing, so how is the pricing of Mondeo this time? Let's analyze it.
The highlights of the new Mondeo are mainly these two
In fact, in terms of design, the new car is not ugly, after putting aside martin's face, the design language of the new Mondeo is more sporty, similar to EVOS, obviously catering to the preferences of young people. In addition to the appearance, I think there are two main highlights of this new car.
The first is its more than 1.1 meters of 27-inch horizontal screen, compared to the three-screen combination design of some cars now, its central part and the screen of the co-driver part are integrated, which is relatively rare at present, and the sense of science and technology will be better. Even at first glance, people will think that this is a new energy vehicle, such a radical design is the first time in the joint venture car at the same price, first give Fu characteristics a thumbs up.
The second is its power system, the whole series of 2.0T + 8AT power combination, the maximum horsepower of 238 horses, the maximum torque of 376 Nm, such parameters are expected to break 100 in about 7 seconds, combined with the pre-price, its mechanical specifications can indeed be called the same level of ceiling. In the 200,000 range of mid-range cars, CVT and DCT are common, but 8AT is rare, which is the main reason why Ford is called thick by many people. And if it plans to launch a 1.5T model in the later stage, the price is bound to further explore, and the cost performance will be more prominent.
The frustrated Mondeo was also a sales warrior
The current Mondeo, in terms of sales performance, really can not squeeze into the mainstream camp, in 2021 the total sales of only more than 30,000 vehicles. However, it was also full of spirits, especially when the 2013 model was listed, it quickly went out of the circle with the Martin face design, until 2017, it could still frequently obtain nearly 10,000 or more than 10,000 monthly sales results. Later, with the rise of competitors and the product force caused by the long-term replacement of models, sales quickly fell to the range of one or two thousand, which was surpassed by Camry, Maiten and other old friends who talked and laughed together.
Honestly, wasn't the Versailles C5 X inspired?
This pre-price of the new Mondeo is hardly reminiscent of another mid-level car player with a similar script, the Dongfeng Citroen Versailles C5 X. This french mid-level car player, knowing that he is not welcome, so he rushed to the mentality of breaking the boat and gave consumers a price that could not be rejected - 143,700-18.67 million yuan, and the configuration was quite high. This move had an immediate effect, versailles C5 X achieved good market results after the listing, and the monthly sales rushed into five thousand stalls, which was a long drought for Citroën.
Although Ford's brand influence in China is much better than that of PSA, it has also lacked explosive products in recent years, and the momentum of new products after listing is not lasting. When Ruiji was listed that year, it also achieved good market results, but now the sales volume is also relatively average. Mondeo was once Ford's fist car product, this replacement, the pressure is not small, Camry, Accord, Maiten, Passat, and even the same As american Regal will also bring it a lot of pressure. The price cut is the last trump card, it is a bayonet fight, it is a backwater battle, it is unsuccessful to become a ren, I believe this is not only the historical experience given by the Versailles C5 X, but also Ford's deliberate decision.
The most nervous now is not the mid-level car, but the "Lingdu L"
The pre-price of the new Mondeo this time can be said to have a wide range of range, which can attack the B class and retreat the A class. For example, the Volkswagen Lingdu L that is recently preparing to be listed, it is now rumored that its starting price is about 150,000-160,000, which is similar to the new Mondeo, but the Mondeo is a B-class car after all, and the whole series of 2.0T displacement, Lingdu L is estimated to be 1.4T displacement, so from the specification point of view, it is indeed a level difference, even if there are frameless doors and hatchback doors, the difference in level cannot be ignored.
In addition to the lingdu L that has not yet been listed, A-class cars such as honda Civic 1.5T high-power models and Volkswagen Sagittarius will have the same problems, their prices are close to the starting price of Mondeo, consumers will inevitably sway, after all, the size of the B-class car, 2.0T+8AT power and the large-size screen are indeed more attractive. Therefore, the most nervous thing now may not be a group of mid-level car friends, but an A-class car with a price of 150,000-160,000, and good luck to them.
Summary of the full text
Although the scenery has been over and the peak has been over, but now Mondeo has been far behind the First Army, Changan Ford is awake this time, and finally realized that "there is no car that cannot be sold, only the price that cannot be sold." In addition, I hope that this time Mondeo's low-end car can also be sold in a real way, rather than as a model configuration that reduces the guidance price of the car series but cannot be mentioned. Finally, I wish that after the launch in April, Mondeo can achieve a satisfactory result.