If it were not for the listing of Lingrui this evening, many people may not know the existence of Jiangling Ford Technology.
According to the official information, Jiangling Ford Technology was established on January 26, 2022, which was jointly funded by Jiangling Motors and Ford Motor, and its strategic goal is to accelerate the expansion of passenger car business, accelerate the improvement of channel capabilities, and promote user experience innovation and upgrading.
At present, the main products of Jiangling Ford Technology include: Ford Lingyu, Ford Lingrui, Ford Collar S, SUV Ford Collar EV, SUV Ford Roadbreaker, MPV Ford Turrio. Among them, Lingrui is the latest model of "Ford China 2.0" strategy landing, and it is also the first blockbuster model after the establishment of Jiangling Ford Automotive Technology.
It can be seen that Jiangling Ford Technology has high hopes for Lingrui, and Xiang Jinping, president of Jiangling Ford Technology, bluntly said that he hopes that Lingrui will become a challenger for passenger cars.
Can the hopes of Xiang dongping and Jiangling Ford have a chance to be realized?
In fact, Lingrui pre-sale has been for some time, and the signal released by Jiangling Ford Technology is that Lingrui has a price advantage and cross-level product strength, which is enough to bring product value to the mid-size SUV consumer market.
However, judging from the current market feedback, consumers do not seem to be buying it.
First look at the price, Jiangling Ford Technology announced in February that the pre-price of the three models of Lingrui was 158,800 yuan, 178,800 yuan and 188,800 yuan, and later Lingrui launched a fine-collar model with a pre-price of 148,800 yuan, that is to say, Lingrui has four models, and the pre-price range is 148,800-188,800 yuan.
Nowadays, Lingrui is officially listed, the official price is 139,800-16.58 million yuan, which is much lower than the pre-price, Jiangling Ford Technology believes that in the joint venture medium-sized SUV market, Lingrui has filled the gap of about 15 ranges, thus having the opportunity to subvert the intermediate SUV market pattern and initially establish the image of Lingrui challenger.
But the problem is that in the Chinese SUV market, independent brands are the mainstream, even if the CR-V, Rongfang, and Tanyue in the joint venture SUV targeted by Lingrui cannot be generally priced, after all, Honda, Toyota, and Volkswagen have excellent brand premium capabilities, and consumers will be willing to pay for their value. What about Ford? In recent years, the brand power has been declining, and Jiangling Ford's passenger car business is even more messy, and it is impossible to obtain a price advantage in the same level of products.
This is the embarrassment of Lingrui, Jiangling Ford Technology is not willing to leave the identity of the joint venture brand to let Lingrui directly compete with China's own brand SUV products, and can not get high profits at a brand premium like Volkswagen, Toyota, and Honda, it can only let Lingrui enter the so-called price gray area, and the name is to use the price to impact the joint venture medium-sized SUV market.
To say more, the more qualifiers, the more can explain the lack of gold content, when Dongping and Jiangling Ford Technology for the identity of lingrui challenger to add three qualifiers of joint venture, medium-sized, SUV, from a certain aspect also shows the lack of confidence in lingrui itself.
Of course, if the product strength is good enough, and then at a slightly lower price to conquer the market, there is still a great opportunity, but the problem of Lingrui is precisely that the product strength is not enough to support the dream of its challengers.
In the official publicity of Lingrui, Jiangling Ford Technology has been using its "wide-body design, pioneering technology, high-energy quality" to prove the strength of the cross-level products, but careful observation of Therain, in fact, did not show the strength of the cross-level.
The first is the wide-body design, Jiangling Ford Technology will compare The general Rui with CR-V, Rongfang, and Tanyue, but in these three competitors, only Tanyue is a medium-sized SUV in the strict sense, CR-V and Rongfang can only be regarded as a compact SUV, so the comparison, even if you get the advantage of the numbers, what is the significance? What's more, Lingrui is shorter than the wheelbase of Tanyue, how can this be called a cross-level product force?
On the other hand, Jiangling Ford Technology believes that the reason why Lingrui has Pioneer Technology is that it applies the Ford Co-Pilot360 Intelligent Driving Assistance System, which has Tesla's same DCLC intelligent lane changing assist (light lane changing) function, that is, Lingrui tries to bundle with Tesla to prove its scientific and technological strength, which is too simple.
Finally, in the high-energy quality level, Lingrui is equipped with a Ford EcoBoost170 high-performance engine, and with the third generation of wet 7DCT dual-clutch transmission, which is very strange, this engine is 1.5T power, the maximum power is only 125kw, such a power level is somewhat "small horse-drawn cart" suspect. At the same time, compared with their own Changan Ford Ruiji's 2.0T+8AT power system, many netizens said that they would not buy for the 1.5T Lingrui.
It can be seen from this that the so-called cross-level product power created by Jiangling Ford Technology for Lingrui has not been presented at all, and it is just an ordinary SUV with a Ford logo, and the top price of 165,800 yuan cannot bring product value to consumers at all.
At present, Jiangling Ford has been labeled by consumers as "labeled Ford", such a brand image also means that its product positioning is low-end, Jiangling Ford Technology wants to change the company name to open up a new road for itself, it is really difficult.
For Xiang Dongping, its pressure is not small, Lingrui just launched a spit sound, which puts forward a great challenge for the future marketing work, whether it can adopt an effective marketing strategy to make Lingrui a hit, or with Lingyu the same listing is sluggish, very test Xiang Dongping's skills.
From this point of view, Jiangling Ford Technology positioned its role as a "challenger", and claimed that it will become a pioneer of ford brand challenges and subversion of itself in the spirit of 'pioneering innovation', such a goal is too unrealistic, after all, the current Lingrui will not become a challenger for the joint venture medium-sized SUV, and Xiang dongping will not become the savior of Jiangling Ford Technology.
After all, hanging on the name of a technology company does not mean that it can become a real technology company, and the product cannot become a real technology product.
Write | Water miao
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