On March 28, Jiangling Ford's new model Lingrui was officially launched, priced at 139,800 to 165,800 yuan. ......
The next day the editorial board quarreled over the matter.
It boils down to one question: What kind of SUV is Lingrui?
Editor A said that the starting price of 130,000 is already very competitive in the joint venture compact SUV.
Part B said that the body width was 1935mm, which was wider than the Highlander, and it had to be a proper medium-sized SUV.
Part A also said that 130,000 use of intelligent cockpits, 150,000 use of L2+ level intelligent driving assistance, which is like the new forces.
Part B said that the EcoBoost170 engine, with a maximum power of 125kW and a peak torque of 260N·m, coupled with the early intervention of the small inertia turbine and high output efficiency, is one of the strongest 1.5T engines on the market... Without the technical accumulation of several generations of experts at home and abroad, I am afraid that I will not be able to figure it out.
#@ %！&*%#！
I have long heard that Jiangling Ford Technology wants to subvert the practices of the automotive industry, but I did not expect that it began to provoke the "infighting" of the automotive media editorial department.
So, apart from our editorial office, what exactly does Lingrui want to subvert?
From the perspective of basic parameters such as pricing, Jiangling Ford Lingrui is positioned between compact SUV and medium-sized SUV. These are the two best market segments that are selling at the moment. According to the statistics of the Association, the A-class (compact) SUV in 2021 is the SUV segment with the highest market share, accounting for 27.9% of the total market share; the B-class (medium-sized) SUV is the fastest growing segment, with an annual sales growth rate of 26.1%.
It can be seen that most car companies will be difficult to choose between the two when planning such a new car. But Jiangling Ford Technology is different. When he joined Jiangling Ford Technology in mid-2021, Xiang Dongping, president of Jiangling Ford Automotive Technology (Shanghai) Co., Ltd., defined the role of Jiangling Ford Technology as a "challenger".
The first challenger is the existing rules and regulations of the industry. Therefore, there is no need to dwell on which market segment Lingrui is entering. Consumers took out their own real money and silver and wanted to buy an SUV, so Jiangling Ford Technology came up with a new car that meets this demand: medium-sized positioning, wide-body design, intelligent technology, advanced power, all equipped, is this Lingrui.
It's as simple as that, what's the noise?
Take the size positioning, when many car companies are emphasizing "explicit" indicators such as wheelbase and body length, and at the same time being vague about the actual car ride space, Lingrui has come to break the convention. The body width of Lingrui reached 1935mm, which is not only the leading SUV in its class, but also surpasses some higher-level models. Unlike various longitudinal sizes, the performance of the width data is much more straightforward: a wider body means more space for lateral riding, in short, for home users, the back seat is not crowded with three people. Unless you convert the car into a large bulletproof iron door as thick as a brick wall.
In fact, this feature is a continuation of the strategy of Jiangling Ford Technology's penetration into the home market in recent years. It can be seen that the challengers are not all stunned, pay attention to strategy, and plan and then move, which is the basic literacy.
In addition to strategy, what is equally important is strength. As far as cars are concerned, the powertrain accounts for more than half of the strength. The Jiangling Ford Lingrui series is equipped with Ford's high-performance EcoBoost170 1.5T engine. EcoBoost series engine is the representative of the latest generation of power technology of Ford Motor, which covers a variety of commonly used displacements such as 1.0, 1.5, 2.0, etc., with a wide range of applications and many suitable models, and has also been verified by the market layer by layer.
The EcoBoost170 engine uses Honeywell Small Inertia High Speed Turbocharger to improve intake efficiency, and with a wet 7DCT transmission, achieves a maximum power of 125 kW and a peak torque of 260 N·m.
Supposedly, such size, space and power seem to be enough for a traditional joint venture brand model. However, Jiangling Ford Technology does not want to follow the tradition, and Lingrui hopes to break the convention. In the field of intelligence, Lingrui's investment also exceeds the scope of similar brand products.
In terms of human-computer interaction, Lingrui introduced Tencent TAI 4.0 automotive intelligent system as standard for the whole series. With dual 12.3-inch suspension integrated smart interface screen and WeChat car version, music, radio, AR real-life navigation and other functions, drivers can always stay social online without looking at their mobile phones when driving.
In terms of intelligent driving, lingrui models of more than 150,000 yuan can use the Ford Co-Pilot360 intelligent driving assistance system to achieve L2 level intelligent driving assistance, and the top model can even achieve "DCLC light lane change, LRAS trail reversing, APA 5.0 fusion visual automatic parking"... The brand of new power in the field of intelligent driving, which has always been radical, has only done so.
Speaking of new forces, in order to strengthen the strategy of entering the passenger car field, Jiangling Ford Technology began to promote the Family Space Home Space Ford Experience Store project in March last year. Jiangling Ford Technology strives to redefine the passenger car consumption service scene by creating an immersive space that is "as comfortable and warm as home". Up to now, Jiangling Ford Technology has built more than 180 experience stores, covering more than 150 cities across the country. With such a scale and speed, several new power brands may not be able to catch up.
Who says that "century-old stores" are all stubborn?
From the listing of "Jiangling Ford Technology", we know that this new company will definitely bring some new ways to play. But the disruptive power of Jiangling Ford Lingrui is still beyond our imagination. From product positioning to feature configuration to pricing range, Lingrui is full of hot topics, just like what happened in our editorial office.
When the market gradually obeys conventions and traditions, Lingrui stands up, breaks the boundaries of market segmentation with cross-level positioning, challenges the industry rules of product pricing with real prices, bridges the gap between Chinese and foreign brands with rich functional configurations, and eliminates the opposition between new and old marketing models with the creation of consumer service scenarios... Such a challenger has unique value.
In this way, for the sake of leadership, the noise in the editorial department is also worth it.
Text/Gao Yue
Editor/Gao Yue