In a bear market, the first factor that companies consider is always survival, not profit.
Traditional passenger cars have long begun to roll in, more and more Chinese brands cut in, the strong development of new forces, traditional mid-level cars have long been polarized, Accord, Camry, Tianlai this number is not bad sales have long been sitting in the top seat, not worried about the market, while other mid-level cars are still in the water.
Either the strong one is not like the word, or the one who does not worry about having no food to eat.
The essence of worrying is that the product force is not enough, to know that the original mid-level car market goes hand in hand, there are not many strong products, Passat, Maiten, Mai Ruibao, K5, Mondeo can divide the market.
The reason is that in that market at that time, these products had mainstream product power.
What can make consumers pay is always the brand + product, and the backwardness shows that the decline in product strength has led to the decline in brand recognition, so that the market continues to decline.
Mondeo originally had a strong biceps, strong competitiveness, in the entire passenger car market must be the first echelon of products, of course, these two years because of the reason for not changing the model has become a "neglected product" in the market.
However, in essence, Ford has not forgotten the modification of Mondeo, and the new Mondeo appears in the market with a completely different attitude, indicating Ford's operating strategy of "living first, and then finding a way to make money".
The pre-sale price of 159,800 is eye-catching.
The price of traditional mid-level cars is at least more than 170,000 yuan, ten thousand yuan is often the core source of profit for enterprises, and Ford taking the lead in reducing prices means losing part of the core profits and entering the fighting state of "no profit" and "low profit".
Lower prices tend to attract more user groups, but Mondeo's low prices do not mean that the product is less competitive.
2.0T+8AT power architecture, mechanical literacy ceiling.
The powertrain of domestic civilian vehicles, even if it is 300,000 or even 400,000 luxury cars, is nothing more than a 2.0T basic engine, which adjusts different horsepower according to each technical standard.
Being able to give more than 150,000 mid-level cars a 2.0T engine, you can find only one Mondeo on the market for joint venture cars, and Mondeo still uses an 8AT gearbox.
Some people complain that Mondeo's 8AT background is not good, it is a product that castrates a gear on the basis of cooperation with GM to develop 9AT, but in fact, I tell you that the overall quality of GM's 9AT gearbox has surpassed ZF and Aisin's multi-gear gearbox.
ZF's 9AT gearbox is really not good, Aisin's 8AT and its own 6AT compared to the gap, AT gearbox is not more the better, while GM, Ford things are not "semi-finished products".
The core advantage of this power architecture is that the power is very strong, the acceleration performance is less than 7 seconds, which is already the fastest performance of the intermediate car within 200,000, and the smoothness is currently optimized very well, completely no problem.
The sense of technology is very online, which is not an exaggeration.
Traditional mid-level cars, especially joint venture cars, the sense of science and technology is difficult to say, a glance to the head of the function, nothing more than reversing images, USB charging ports, Bluetooth, some joint venture cars in recent years are also changing, plus some intelligent interconnection systems and intelligent voice control systems.
But to say, basically still hovering around the passing line, you look at the new Mondeo what configuration, throughout the big screen built-in rich configuration, intelligent network connection, voice control and human-computer interconnection, technology configuration has reached the standard of many new forces electric vehicles.
The feeling of using it has become very mainstream.
More technological configuration must require more cost to promote, whether it is a 2.0T power architecture or a better intelligent car engine system, no money can not be built, what is the traditional mid-level car, what is the Mondeo.
Obviously, Ford is clearly using a higher cost of car manufacturing to create this car, so that it can get living space in the 150,000-180,000 mid-level car market, take a step back, you can use the lowest allocation to buy the mainstream mid-level roof without the product power, this is the strength!
Ford has lost a lot of opportunities in the past two years, and the attitude of overcorrection must be taken to Mondeo, we see a completely different product force and market pattern on this new car, which is an opportunity for Mondeo, for Ford, I think the challenge to production capacity is quite large.