A few years ago, Ford said at the press conference that it wants to make the brand more Chinese and will launch more new cars. In fact, we have also seen ford's efforts, such as Sharp Edge, Mid-term Revamped Sharp World, and Explorers. However, although these are new cars, they are more synchronized with the upgrade of overseas markets, and there is no "more China" as mentioned in the previous press conference. The listing is the peak, backed by the Ford tree, why did EVOS suddenly collapse?
At last year's auto show, Ford released a new model EVOS, from this product to see that Ford has fulfilled its previous commitments, from the appearance, interior, intelligent technology, space, power and other aspects are close to the needs of the Chinese people.
According to Ford, the exterior design of EVOS is dominated by the domestic design team, and the visual effect is indeed different from the previous Ford models, with a large air intake grille, a breathing dynamic blade inside, a sharp headlamp connected to a through-type light strip, and an excellent sense of visual integration. The side adopts a cross-border slipback design and a two-color roof, which definitely meets the aesthetic needs of the Chinese people.
The car is also very understanding of consumer preferences, equipped with a 27-inch central control screen, excellent sense of technology. The configuration is also very rich, 360 panoramic images, L2 level assisted driving, front seat heating, panoramic sunroof and so on.
The power is also very strong, the whole series is matched with 2.0T engine, the maximum horsepower is 238 horses, matching the 8AT gearbox, and the performance is definitely in the leading position in the same class of competitors.
However, it is such a product that does not seem to have anything wrong with it, and it has not received consumer support after it has been launched. Monthly sales are very dismal, and since the listing, there has been no delivery data of more than 1,000 vehicles in a single month. What exactly is causing EVOS to go unnoticed?
Since there is no problem with the product, it is necessary to focus on the price level. In general, the starting price of 199,800 is actually acceptable. However, when you take this price to the 4S store to inquire about sales, you will tell you that the minimum match is not sold to individual users, in short, ordinary consumers can not buy it, and manufacturers are not willing to schedule.
In this way, the real starting price of EVOS has reached 225,800 yuan, which has been close to the high-end models of many joint venture SUVs, coupled with the lack of preferential treatment for new cars, so there is no advantage in terms of cost performance, and it can even be called a certain premium. Many consumers who are interested in buying a car have to choose to give up after seeing the price.
In addition, EVOS is a bit untimely, when it was just listed, the international crude oil price began to soar, corresponding to the oil prices in our country are also constantly hitting new highs. Although the 2.0T engine used by EVOS has excellent power performance, it naturally drinks much faster, so the fuel consumption performance of this power combination cannot be compared with the same level of small displacement supercharger, self-priming engine and even hybrid. Now even the 92-gauge gasoline is 9 yuan / liter, which is still quite sensitive to fuel economy for consumers who buy a car on this budget.
Finally, the decline of the Ford brand has caused it to lose its original brand premium ability. In the past, when Ford was at its peak, more than 200,000 Sharp World and Mondeo had a good sales performance. But after several major negative news, consumers' impressions of the Ford brand have also changed. At the same time, independent brands began to rise, and brands began to rush higher, gradually eating away at the share of the original second-tier joint venture camp.
summary
The failure of EVOS is largely due to the overpricing and insufficient brand reputation to support the high selling price. If Ford wants to change the situation, I think the first thing to do is to keep the price down and let consumers touch the product before they can re-establish word of mouth. Fortunately, we saw Ford's actual action above Mondeo, and the starting price of 159,800 yuan has a very high sincerity.