The series is 2.0T+8AT, 238 hp, 376 Nm. It is 4935mm long and has a wheelbase of 2945mm. Such a joint venture brand mid-size car used to start at least 220,000 yuan in the past, but now, Ford's new generation of Mondeo only needs 159,800 yuan. Isn't that affordable? On the one hand, while lamenting that this car is cheap, we must actually see such a price, which may not be all good news. So let's analyze whose face did the new generation of Mondeo hit and whose heart was broken?
[1] Hit Toyota, Honda, Volkswagen in the face?
It can be said that if you only look at the power, then the new generation of Mondeo, which is pre-priced from 159,800 yuan, hits the face of a number of joint venture brand medium-sized cars, because the same level of joint venture brand medium-sized cars, entry-level models often use 2.0-liter naturally aspirated engines, or 1.4T, 1.5T small-displacement turbocharged engines. For example, Camry, Accord, Maiten, Passat these models. And these models are much more expensive than the new generation of Mondeo. The new generation of Mondeo is 2.0T for the entire series, and the power is indeed very strong. So just look at the power, it does hit the face of a lot of first-line joint venture brand mid-size cars.
[2] Punched Ford in the face?
At present, the Chinese mid-size car market, I think, has been very polarized. Camry, Accord, Maiten, Passat these first-line joint venture brand models, high prices, and good sales. But mid-size cars of joint venture brands like Hyundai Kia, Maribao, Skoda, Citroen are less expensive, but sell lower. So in fact, from the price and sales volume, we can distinguish the level of brand influence.
That is to say, if the brand influence is high, then the new generation of Mondeo can also sell for a high price, and now the new generation of Mondeo is 159,800, which shows that Ford does not have much confidence in its own brand. After all, this is a model tailored to the Chinese market. There is no overseas.
From the product point of view, we should not only care about the low starting price of the pre-sale of 159,800 yuan, because this is the result of an ultra-low configuration. It has no knee airbags, no active brakes, no rear radar, no cruise control, no oversized screens on top, no leather seats, and no automatic headlights. The configuration is very low. Such a configuration design is also rare in the same class of medium-sized cars. In other words, you are equivalent to buying a rough house of a villa and nothing. And the same level of medium-sized cars at least give a reversing radar.
So the pricing strategy of the new generation of Mondeo actually punched its own face!
[3] It hurt the hearts of the previous generation of Mondeo owners
So whose heart has been broken by the new generation of Mondeo, which has pre-sold 159,800? The first is to hurt the hearts of current Mondeo owners, because the previous generation of Mondeo is still on sale, although the sales are low and there is no complete suspension of production. Then before the pre-sale price was announced, there were also users who bought the previous generation model, and the price of the previous generation model was expensive. So this is heartbreaking for the previous generation of Mondeo owners who have just bought it for half a year or a year. Spent more money and bought a car from the previous generation. And the new generation is even more expensive. And the new generation of Mondeo such a low price, it is obvious to put on a very low posture, the original Ford can also be with the Volkswagen, Honda on an equal footing. But now ford owners, have to walk with their heads down.
And for all the old Mondeo owners, there is also a very serious problem, that is, the new generation of Mondeo such a low pre-price, accelerated the depreciation of the previous generation of models. We look at so far, many used car website platforms, the price of the previous generation of Mondeo used cars, there are more than 160,000 sold. I believe that this will certainly not happen when the new generation of Mondeo goes public. The new car is less than 160,000, and the previous generation of second-hand cars sold for 160,000! Therefore, the pre-sale price of 159,800 for the new generation of Mondeo has also hurt the hearts of the previous generation of car owners.