On April 13, the new generation of Mondeo was officially launched, with four models, priced from 159,800 yuan to 216,800 yuan. The entry and middle-end models are in line with the previous pre-sale prices, and the ST-line version of the top-equipped models is 3,000 yuan lower than the pre-price.
The official selling price is about the same as the pre-sale price Is expected - the routine marketing of the pre-sale high-price listing and low price has no meaning in this era when everyone is busy and increasingly cherishes sincerity - the old driver understands that the new Mondeo pre-sale price is already a "floor price".
Behind the sincere price of the new Mondeo is Changan Ford's strategy to take this opportunity to achieve a strong return.
Looking at the entire B-class sedan market, its trend is that the product force is downward and the price is down, which has led to the previously booming A+ sedan market has disappeared. Sagitar, as a representative of A+ models, has been unique, but now it can only gradually return to the A-class car market, after all, the higher level of Magotan also needs to expand users.
In addition, FAW Toyota Asiatic Lion, the product force is good, but by the influence of the 2.0L Asian Dragon, it really makes consumers unable to raise the desire to buy. Under such a trend, Changan Ford soberly realized that in order to break through in the B-class car, it must do the opposite - the price is down and the product is up.
The full range of 2.0T+8AT has become the killer of the new Mondeo, and it is also the "only" in the entire B-segment car market.
For a long time, whether for consumers or manufacturers, B-class cars are a key factor in market awareness and even determine brand power. Joint venture brands with good sales of B-class cars are often the mainstream joint venture brands, and vice versa.
For example, in recent years, Japanese brands have become increasingly strong, in large part because their B-segment car market has performed well. In contrast, in the Korean and French systems, the sales of B-class cars are very unsatisfactory. Relatively speaking, as a domestic Mondeo as early as 2003, it has a fairly good reputation in the market. The reason why Mondeo's sales were not good later was mainly because the replacement was lagging behind - roughly speaking, the fourth generation of Mondeo has been sold for 9 years.
Today, the new Mondeo (the fifth generation) is too late. Despite this, the good news is that the new Mondeo is really brilliant at the product level, and this can bring some satisfaction to Ford fans.
It's the mules that the horses lead out for a walk. What is the level of product strength and price of the new Mondeo? Generally speaking, the entry-level model can best represent the sincerity of a brand, so today we will talk about the new Mondeo from the two dimensions of the price and product of the entry-level model. In other words, can the new Mondeo, the entry-level version of $159,800, play?
At present, the sales volume of the B-class car market is relatively good and the price is relatively firm is GAC Toyota's Camry, its official guide price of the entry-level model is 179,800 yuan, the terminal has certain discounts, and the actual transaction price is at the level of 170,000 yuan +. The price of camry is about 12,000 yuan more expensive than the new Mondeo, but it is much worse in terms of product strength.
The most core power system, the new Mondeo series is equipped with a 2.0T turbocharged engine, the maximum power of 175kW, the maximum torque of 376N·m, matched with the 8AT gearbox, the Camry is equipped with a 2.0L naturally aspirated engine, the maximum power of 131kW, the maximum torque of 210N·m, and equipped with a CVT transmission. Obviously, the powertrain of the new Mondeo is two levels of high Camry.
In terms of configuration, the advantages of the new Mondeo are also more obvious, more than the Camry reversing image, driving mode selection, keyless start, keyless entry, remote start, voice recognition system, 13.2 central control screen and OTA and other functions, but one knee airbag less than the Camry. Moreover, the new Mondeo is more than 10,000 yuan lower than the Camry in terms of price.
Perhaps some friends say that compared with the Ford brand, Toyota's brand premium is higher, but the new Mondeo, which has stronger product strength and more conscientious price, can completely erase the difference between brands with "cost performance".
To tell the truth, although the mass brand has shown a downward trend in the past two years, in the B-class market, Magotan and Passat still have a certain influence. For example, the Passat, a model equipped with a 2.0T turbocharged engine, has a starting price of more than 210,000 yuan, and although there are no small discounts, it also costs 190,000 yuan. But the point is that the Passat is equipped with a 7-speed dual-clutch transmission, which is a big gap compared to the new Mondeo's 8AT.
From the perspective of product strength, the new Mondeo is the leader in the B-segment market, or even the only existence, but the price is much lower than that of competitors. Under such a strategy, Changan Ford has gained very good attention for the new Mondeo. Therefore, even if the official price of the new Mondeo is roughly the same as the pre-sale price, there is no doubt.
In a certain sense, Changan Ford has made a successful marketing for the "brand" by relying on the new Mondeo model - the new Mondeo conscience price, Changan Ford has a higher attention - killing two birds with one stone.
Note: The image is from the official