The pricing of the new generation of Mondeo is lower than everyone expects, and Changan Ford is really desperate?
Written/Appeared: Rao Weihao
Photography / Post-production: Zhong Chuwen
-This episode lasts 6.5 minutes, click the play button below to watch-
Last week, there was a hot discussion in the car circle, Changan Ford announced the pre-price of the new generation of Mondeo: 15.98-21.98 million, lower than many people expected, and this is only the pre-sale price, the final pricing may be lower, to know that the previous generation of 1.5T Mondeo, the starting price is 190,000.
The new Mondeo has several features: China Special, 2.0T+8AT, "CBA".
The first two everyone can understand ah, so what does "CBA" mean? Refers to the price of a B-Class car with the size of a C-Class car, selling an A-Class car. With a length of 4935mm, a width of 1875mm, and a wheelbase of 2945mm, the body size of the new generation Mondeo has surpassed the lengthened BMW 3 Series, and the standard axle 5 Series. This is a typical Chinese special supply car, which is accurate to the taste of the Chinese people. In fact, the new generation of Mondeo is indeed a model designed by Ford China, and it will only be listed in the domestic market at present.
For Changan Ford, China's special supply is the only way they can go. For example, Fox, when Changan Ford sales support, now you have a budget of more than a hundred thousand, basically can not remember it, one of the most important reasons for this is the three-cylinder, this car is used in the world three-cylinder engine, but the three-cylinder in the country is a dead knot, although I admit that the Fox this car is very good to drive, good power, handsome appearance, but this is not useful. Ford's research and development focus on North America and Europe, and the products that are suitable for selling in China are either not replaced for a long time or completely uncompetitive. Therefore, engaging in Chinese special supply is the only way for Ford to break through the current predicament in China.
Everyone's concerns about the special supply are mainly concentrated in the fear that the manufacturer will cut corners in places where we are not easy to find, especially the collision of that piece, first of all, it shows that I am not "washing the ground" for Changan Ford, whether it is good or not, or wait for the results of the research and development of the insurance to have a conclusion. From the previous history, Changan Ford is still doing relatively well in this regard, as long as it does not engage in chicken and dog theft, China special supply I think it is no problem. If Mondeo can do a good job, the future resale to North America I think is also possible, the next door GM has done this kind of thing before, Changan Ford can refer to the reference.
The picture shows the results of Changan Ford's "full G" research institute
From the book point of view, the whole series of 2.0T + 8AT, selling this price is very cost-effective, but the Internet said that it has no opponent at all, it is also exaggerated, next door to the general Chevrolet Mai Ruibao XL, 2.0T discount is almost this price, and Buick Regal, and even LaCrosse, these car terminal discounts are very large. But Mondeo's advantages also have, after all, it is a new thing, in-car entertainment, intelligent interconnection, assisted driving this piece is definitely stronger, just the central control of that giant screen, it is enough to put down a large number of opponents, size, space these also have advantages, now the configuration list has not come out, the main amount of low matching is not easy to say, according to Changan Ford's previous routine, it is certainly not low to go anywhere. I'm not going to blow up how good Mondeo is, the car I haven't tried at the moment, whether this car is worth recommending or not, it must be driven to have a conclusion, today we only analyze the book data.
Such a cost-effective Mondeo on the book will bring two problems to Changan Ford, one is the harm brought by the low price to the brand, play more, and it will be difficult to mention the brand in the future; the other problem, Mondeo is so priced, what about the EVOS of the same platform? EVOS can basically be seen as a Cross version of the Mondeo SUV, but its starting price can already buy the top of the Mondeo, just ask if EVOS does not jump the whole price discount, who will buy? The car was only launched at the end of last year, and it faced such a dilemma in just half a year, which can reflect the chaos inside Changan Ford. Of course, it is also possible that the sales of EVOS are too poor, and Changan Ford's other cars are not selling well, and they can only rely on Mondeo to save the field, and they can't take care of so much.
The picture shows Changan Ford EVOS
The Mondeo offer before the change is almost the same price, what is the difference between the two?
For consumers, the same price, now I can buy a better powertrain, higher configuration, better design, etc., eliminating the dealer bargaining link, do not have to be afraid of their own expensive problems, equivalent to the manufacturer to take this discount from under the table, open and transparent. Therefore, it can be inferred that the new generation of Mondeo must not have such a discount as the old model, and so on.
For the entire industry, more and more transparent pricing has further weakened dealers, and the operating space of 4S stores has even denied the value of its existence to a certain extent. The entire automobile sales industry will definitely go towards the model of "unified price, offline experience stores and delivery stores", which will not only reduce the cost of sales, but also enhance the experience of consumers buying cars, similar to Tesla and many other new energy brands are now doing.
The above is the entire content of this issue of "Cloud Talking Car", like this small talk style video, or if you have any comments and suggestions, you can leave a message to me, we will see you next time.
(Image from the Internet)
Today's topic
Can Mondeo's pricing impress you?
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