20 years ago, what overseas brands introduced, we drove what cars, 20 years later, we like what cars, overseas brands will build what cars. This sentence is used to summarize most of the current overseas brands is most appropriate, after all, in the case of China's car industry and the rapid maturity of Chinese consumers, there are only two ways for overseas brands to "change and go".
Among them, Ford, as one of the most active joint venture brands in recent years, since the launch of the "Ford China 2.0" transformation plan in 2019, whether it is Ford or Lincoln for high-end, it can give Chinese consumers a clear localization atmosphere and product sincerity.
Lincoln relies on the domestic adventurer, navigator, Lincoln Z and other models to increase the market heat, and sales in 2021 increased by 48% year-on-year. After the launch of a series of new cars such as Ruiji and Ford EVOS, Ford also received good market feedback.
Recently, with the official pre-sale of Ford's fifth-generation Mondeo, the pre-price is only: 15.98 ~ 219,800 yuan, and far below the same level of price, once again become the focus of the automotive market, so for this new Mondeo, after 9 years of final replacement, can it once again bring "highlights" to Ford in the Chinese market?
Products built for the needs of Chinese users
It must be admitted that since the 1990s, Mondeo has been the most valued model of the Ford brand, after all, under the model label of "the highest R&D cost", Mondeo was one of the best-selling medium-sized models of the Ford brand in the global and Chinese markets.
Although in the early years, Ford Mondeo had announced the suspension of production in the North American market, based on the huge potential of China's B-segment car market, Ford resolutely chose to replace the Mondeo in the Chinese market. Therefore, for the fifth generation of Mondeo, it can be said that it is a product specially built for Chinese consumers.
Judging from the comprehensive strength of the products given by Ford's new Mondeo, the sneakback coupe shape, the highly technological interior, the 2945mm cross-level body wheelbase, the 2.0T+8AT zero hundred acceleration is only 6.5s power level, the L2 active driving assistance, and the market price is far lower than that of the joint venture model of the same level. It seems that everything you can think of, everything you want to have, can be achieved on the fifth generation of Mondeo.
From the "grounding gas" of product quality to the "people-friendliness" of pricing strategies. It is not difficult to find that Changan Ford does give enough sincerity to the new Mondeo, which is specific to the strongest price perceived by consumers, and the new Mondeo is 33,000 yuan lower than the current model.
Coupled with the fact that the new Mondeo and Ford pure electric vehicles share the same FNV intelligent networking architecture, so for the new Mondeo, it is not "fuel vehicle plus tablet" but truly future-oriented, from the inside out are new technology models, which is indeed worth learning from some joint venture car companies.
So back to the main topic, what are the chances of winning for Mondeo, which wants to re-enter the B-class market through low prices?
Can sincerity be in place to become a blockbuster?
For this problem, in the current environment of continuous rolling of automotive products, it can be determined that the "high configuration, low price" model of the new Mondeo will not necessarily help Changan Ford to reverse the decline quickly.
It must be admitted that due to the current market gap in the field of medium-sized sports cars for Chinese brands, for new Mondeo, with strong enough market recognition and product selling points, it is indeed possible to grasp the potential users of medium-sized cars between joint ventures and Chinese brands.
However, if the new Mondeo is placed in a joint venture B-class car, users who are willing to choose the joint venture B-class car, in the case of paying more attention to brand power, the new Mondeo will also have a lot of pressure in the face of powerful models such as Camry, Tianlai, Maiten, Accord and so on.
What's more, in the case that the current product is already the basic demand of the market, Changan Ford wants to rely solely on the new Mondeo this time, and the revitalization of the brand is obviously slightly thinner, after all, the vehicle and brand power have been seriously consumed before, and at this stage, Changan Ford wants to re-support a B-class product, which requires long-term brand building investment and excellent reputation in the product side.
Therefore, for Changan Ford, when facing young consumers, what is needed is excellent products, but what is more needed is the brand label. What group does Ford represent? What is Mondeo's vehicle philosophy?
Before the product attributes are widely disseminated, the marketing of the product will become the key to limiting the further upward movement of the new Mondeo or Changan Ford.
Summary: As a joint venture brand, Changan Ford is the most active member of the Chinese market. It must be admitted that whether it is the previously launched Ruiji, EVOS or the new Mondeo that has been given heavy hope, we can see the profound car-making strength of "Centennial Ford" under the wave of world automobile transformation. Although at this stage, the localization process of Changan Ford in the Chinese market is still in the exploration stage, it can be believed that for this century-old car company, it is only a matter of time before it wants to find the traffic password that belongs to this era.