On March 14, Ford Lingrui announced the pre-sale price of the EcoBoost 170 fine-collar model, which was pre-sold for 148,800 yuan as the entry-level model of Ford Lingrui. The author can't help but wonder, Ford Lingrui did not just pre-sell 3 cars a month ago, and planned to go public on March 17, how to approach the eve of the listing, but added 1 model, and the listing date of the 4 cars was adjusted to March 25.
What is the marketing model of this magical operation of Ford Lingrui? To rub traffic? Or is the market attention low and warming up again? Whether the Ford Lingrui car is worth looking forward to, let's take a look.
Self-proclaimed medium-sized SUV, but "tall" but not powerful
Leaving aside the appearance of the opinion, let's go directly to the dry goods to talk. The official self-proclaimed Lingrui is a medium-sized SUV, but from the body size, the three circumferences are 4630/1935/1706mm, and the wheelbase is 2726mm. From the data point of view, Lingrui is actually closer to the compact SUV. Compared with the collar of the brother and compact SUV, the lingrui car is only 50mm longer and the wheelbase is 10mm longer (the collar is 4580mm long and the wheelbase is 2716mm), which is really a bit cold.
Even so, lingrui's starting price of 148,800 yuan is nearly 40,000 yuan higher than that of lingrui. In fact, as early as 1 month ago, the pre-sale price of the Lingrui Platinum collar type was 158,800 yuan, and netizens complained at that time: there is no advantage over 140,000 yuan. I don't know if the second round of pre-sale of Jiangling Ford is affected by public opinion?
1.5T engine, 125kW of power is too weak
Since the size is under-ignited, let's take a look at the power. Lingrui is equipped with a 1.5T engine, which is matched by a 7-speed wet dual-clutch transmission, and the maximum power is 125kW. Although it is equipped with the same displacement engine as the Collar, but the value is 22kW higher, lingrui seems to be able to breathe a sigh of relief at this time.
Don't worry, attention officers! Most of the medium-sized SUVs of more than 100,000 yuan have been equipped with 2.0T engines, such as the hot-selling Tiguan L power has reached 137kW, even if the Changan CS85 COUPE is equipped with a 1.5T engine, its maximum output power is also 131kW, which is 16kW higher than Lingrui. The 2.0T engine equipped with the Changan CS85 COUPE has a maximum output of 171kW, and the matching gearbox is upgraded to 8AT, and the key is that the price is also 147,900 yuan. It's better than not knowing.
The market reputation of the main engine factory is poor, and it cannot be used as a solid backing
Although Lingrui hangs the Ford logo, it should be known that Ford cooperates with Changan and Jiangling in the domestic market, and Lingrui belongs to the Camp of Jiangling Ford, jiangling ford currently has 5 passenger models on sale, and Changan Ford has as many as 9 models on sale, almost twice that of Jiangling Ford models. However, in terms of sales, Jiangling Ford is far from the same, the data shows that in 2021, Changan Ford sold 210474 vehicles, Jiangling Ford sold 33835, and Changan Ford sales were more than 6 times that of Jiangling Ford.
The reason, in addition to marketing problems, may be related to product quality.
On the vehicle quality network, there are many complaints about the three major pieces of Jiangling Ford, such as engine shaking/fault lights, transmission oil leakage, chassis abnormal sound, etc. It is understood that Lingyu's engine is a 2.0T engine developed by Jiangling, and the gearbox uses a SAIC 6DCT gearbox with a relatively high failure rate, so it seems that there are some complaints.
The strange thing is that in the Jiangling Ford template reply, Changan Ford was mentioned many times, such as Changan Ford has received and called the Changan Ford customer service hotline... Does Jiangling Ford not even have the minimum customer service?
Conclusion: At present, the commercial vehicles on sale under Jiangling Ford are only two models of Quanshun and the new generation of Quanshun, and the passenger car plus Lingrui has reached 5 models, which shows that Jiangling Ford has gradually transformed into a passenger car. In fact, as early as September last year, Jiangling Ford changed its business framework and Xiang Dongping became vice president of Jiangling Ford and general manager of the passenger car company, which has sent a signal of strategic transformation. However, in order to gain a foothold in the passenger car market, if the product quality is lacking, the cost performance is questioned, the market positioning is not accurate, and even the best marketing masters are difficult to turn the tide, not to mention that Xiang Dongping failed to complete the brand goal when he worked for Volvo, Tianji, and Beijing Hyundai before, what reason do we have to believe that he can lead Jiangling Ford to transform successfully?