Looking at a product from a different perspective, you will get very different reviews. If Mondeo pricing is used as a benchmark, Ford EVOS will become more and more embarrassing. Looking at it in reverse, we can see the unprecedented courage of the new Mondeo.
Attitudes vary from angle to angle, but people are more willing to accept that "due to EVOS pricing mistakes, Mondeo's comprehensive pragmatic pricing has emerged".
So what does the new Mondeo stand for?
At an online event, Changan Ford announced the price of Mondeo starting from 159,800, which was unexpected. A high-power engine equipped with 2.0T, with a maximum power of 175 kilowatts and a maximum torque of 376 Nm, sold to a tight price range is also somewhat "unacceptable" today. Even the Supreme configuration is only 199,800, plus st-Line is only 219,800.
The pricing of the new Mondeo has to be said to be very explosive.
The more explosive it is, the more it is reminiscent of EVOS. The top of the new Mondeo just bought the entrance to EVOS, and there is not much gap between the two in terms of power, performance, intelligence and space. This somewhat means that EVOS's attempt to use the premium strategy of SUV styling does not seem to be interesting under the complete background of the new Mondeo.
In fact, Mondeo's pricing has also ushered in a new era for Changan Ford – Ford China has begun to have more pricing power. On the road to sales, Ford China and Changan Ford are very hungry. After all, this is the first heavyweight model after Ford's localization, and the main responsibility of this batch of models is to revitalize Ford's business in China.
If the two most important models can't be widely discussed, what about the Fox and the SUV behind?
Because the new Mondeo and EVOS are designed and developed by the Chinese team, the product positioning and cost control, the Chinese side has greater dominance and freedom. Compared with the high cost and pricing system brought about by the introduction of products in the past, local procurement is conducive to reducing costs, and reducing costs means that Ford can come up with more competitive pricing. This is the biggest advantage of Ford's fully localized operation.
Cost control naturally has the confidence of such a price; but on the other hand, Ford has long faded out of the consumer's vision, and the brand influence needs time to slowly rebuild. In particular, the previous generation of Mondeo has been in service for too long, a large number of users have replaced other models, as many KOLs say, if a model maintains normal updates, there will be sustainable old belts and new ones - either old users for new models, or old users introduce new users to buy new models.
These can not be said to be absent in Ford Mondeo, but the effect is much reduced.
That is to say, the top priority is not how Mondeo products perform, but through a series of product launches to build the brand, so that Ford returns to the public vision, considering the purchase of a car once again to take Ford into account.
The market is brutal, and there are no other expectations for Ford. As a joint venture brand that decided to renew its mid-level products, lower prices would be the first step, otherwise it would be difficult to compete with wavering customers in the hands of other brands. Only by competing for customers and building awareness of Mondeo and New Ford can the so-called brand continuity be possible.
In a sense, the price of new Mondeo, although somewhat unexpected, is in everyone's expectation. Everyone knows that if Ford wants to recover in China, it must come up with very hot products and very hot prices. I just don't know when Ford will wake up and when he will make such a decision.
For this reason, the pricing of the new Mondeo is very shocking, and if you think about it, there is some truth, the sooner Ford's fierce appearance is seen, the happier it is.
Price aside, Ford Mondeo doesn't actually have much to say. The selling point of the entire product is almost the same as that of EVOS. The appearance built by the aesthetic trend of electrification has a relatively homogeneous leap-forward spatial performance, especially the rear space, which can be used to use words such as "jaw-dropping".
After being completely localized, the SYNC+ locomotive system is a very important selling point for Mondeo and is currently one of the most perfectly performed models in the entire Ford series. Compared to the rematching of ford's Mustang Mach-E hardware and software after decoupling, compared to the refocusion of Fox's later reinstallation, the intelligence of the new Mondeo is embedded in genes. From the beginning, new Mondeo has regarded intelligence as one of the foundations, matching hardware for software and choosing adaptation for hardware, so not only is the software experience more complete, but also the support of FOTA in the whole vehicle.
In this regard, the new Mondeo and the new EVOS will soon usher in a major and eye-catching car system update.
It must be emphasized that ford SYNC+ is not a smart car launched by an ordinary joint venture brand, this is a new, truly brand new system.
Ford is based on the bottom floor of the Baidu system, based on the Chinese market, a smart building that lays the foundation little by little and builds up layer by layer. This is completely different from the application that the joint venture brand needs to implant Chinese users in the car machine system in overseas markets, SYNC+ is more thorough, and it is also a set of systems developed for Chinese users independent of overseas SYNC 3.
The only thing that worries people is the manipulation.
Unfortunately, after experiencing the Ford Taurus in 2015, I have never experienced Changan Ford's new products again, even the new EVOS and the new Mondeo.
While I was very impressed by the Fox, Ford's consistent handling and mechanical qualities deeply impressed every user who followed Ford, and even the crappy gearbox was still a familiar taste. However, these feelings cannot be applied to neo-Mondeo and EVOS.
New Mondeo is a completely different set of products from Fox, and the Chinese team naturally knows the attitude of Chinese users towards control and power, so it will adjust to this aspect.
Ford is a car company known for its control, which is manifested in the willingness to compromise space and "indulge in the extraordinary", so in many products in the past, whether it is Mondeo, Yihu or Ruijie, Ford's product space is not the largest, because space and control are a pair of irreconcilable contradictions.
As a result, the new Camry has increased in size and space after becoming more open; Mazda Artez is known as the best mid-level car to drive, and the space is obviously not the best; the previous generation of Buick Regal is the best steel cannon mid-level car in the same class, and the crappy space in the rear row is also endless.
This makes people very skeptical that the new Mondeo can maintain its previous characteristics after expanding the space indefinitely. Obviously, the manipulation of the new Mondeo is "degenerate", and this degradation is a change made to a larger space. The reason may be sad, because Chinese consumers don't care about handling at all – the sales of good models are not very good.
As a front-drive car, after the new Mondeo reduced the engine compartment, the A-pillar was more forward, the driving position was more forward, the crew compartment and the trunk were like "boxes" attached to the power unit, and the tail was bound to perform less competently than before.
In the test drive activities launched by Changan Ford, the media evaluation also confirmed this logic, and the new Mondeo is like a "mature" car. The so-called maturity is to provide better tranquility and comfort under a very large space, rather than noisy and bumpy movement.
Although it can be assumed that the new Mondeo is not as good as the old Mondeo in terms of control, this will certainly affect consumer evaluation of it. Because the new Mondeo is not necessarily inferior to its competitors. In fact, many models made similar changes earlier. Volkswagen Magotan is just after the generations of updates, the tail is becoming more and more obvious, like dragging a box.
Chinese consumers need such a car, and it is difficult for ordinary consumers to judge what is controlled and what is good to drive. There is usually a chance to drive a lot of cars to feel the true meaning of the control. Today's consumer population, even young people, can experience very few cars, and not everyone drives the first car in their lives at the age of 18. Although the new generation grew up in the rear of the car, these models are often the comfort cars that emphasize the "big sofa" from generation to generation.
The new Mondeo doesn't need to be very good at handling, as long as it makes the user feel that it is not difficult to open and very easy to get started. This is also the positioning of a mainstream mid-level car, and there are many products under this feature, such as the bigger and bigger Accord, the bigger and bigger Magotan, and the bigger and bigger Regal, and their control is degrading.
If there is an exception, Camry did not emphasize control at all before, and now relies on TNGA to increase the control product indicators. It's not the same thing as Ford Mondeo's shift back to the mainstream, which used to overemphasize maneuverability.
The new Mondeo and EVOS should be the most responsible for Changan Ford's sales, and these two models must need to be raised, so from Mondeo, it can be judged that EVOS will be adjusted in the later stage. Changan Ford has such room for price reduction, helping it become a very competitive model.
However, in this way, the Ford user group will gradually split. Some users' memories of Ford remain on Fox, Yihu, and Ruijie, and another part of more users stay on new Mondeo and EVOS. Ford, of the two groups of populations, is not the same.
So what does it matter?
Figure | Sourced from the web
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