Although Ford's mid-level sedan Mondeo has been delisted in North America, Europe and other markets, it went to open a new journey in the Chinese market, on April 13, Changan Ford's new generation of Mondeo was officially listed, the price range of 15.98-21.68 million yuan, compared with the old model of 19.28 ~ 226,800 yuan, the price threshold down 33,000 yuan, at the same time, the new Mondeo also canceled the 1.5T model, starting with a 2.0T model. If the price of the old 2.0T model is 205,800 yuan as a reference, the new Mondeo is equivalent to an official reduction of 46,000 yuan, which is a big drop in a 200,000 yuan level mid-level car, and it can also be seen from the price that Changan Ford has a backwater battle.
Looking back at the sales trend of Changan Ford in the past a little time, it once had the glory of selling nearly one million vehicles a year, but with the sharp decline in sales that followed, the once star model Fox, because of the three-cylinder engine, became a slow-selling car, at the same time, the decline in brand reputation and recognition also let the mid-to-high-end car Mondeo change from a mainstream model to a marginal model, and the compact SUV sharp with high hopes, although the price is not expensive and the performance is not bad, but it has not been favored by too many consumers, traffic insurance data shows that Its total sales in 2021 are only 33,417 units. For today's Changan Ford, it needs a powerful model to significantly increase sales and drive the brand image to improve, which may also be the reason for the new Mondeo's sharp official price reduction.
Equipped with a 2.0T + 8AT power combination, the starting price is only 159,800 yuan, the pricing of the new Mondeo is not only lower than that of the old rivals Chevrolet Mai Ruibao XL, Buick Regal, and even compared to the Korean car known for its low price, it is not in the ascendant, Beijing Hyundai Sonata started at 161,800 yuan, and it is still a 1.5T model, the 2.0T model is 183,800 yuan, and the starting price of dongfeng Yueda Kia K5 is also 161,800 yuan. From the pricing, it is not difficult to see that the new Mondeo wins in the market by cost performance. In terms of pricing, the new Mondeo is close to many compact cars with the same displacement, such as the Lynk & Co 03 2.0T model, which has a starting price of 150,800 yuan and it is still only equipped with a 7-speed dual-clutch transmission.
Although the price threshold has dropped sharply, the new Mondeo has not shrunk in hardware conditions and there are upgrades, such as the wheelbase has been increased from 2850mm to 2945mm of the old model, the power system has been upgraded from the previous 1.5T+6AT, 2.0T+6AT to 2.0T+8AT, and the maximum power has been increased from 152kw and 354Nm of the old 2.0T model to 175kw and 376Nm.
In terms of configuration, the overall level of the new Mondeo is not low, although the official price of 159,800 yuan is an entry-level model, but also standard with main / passenger seat airbags, front side airbags, front / rear head airbags, tire pressure display, ESP, reversing image, electric sunroof, remote start, multi-function steering wheel, Internet of Vehicles, LED headlights, exterior mirror heating, automatic air conditioning, rear seat air outlet, etc., basically can meet daily needs, unfortunately, it can not provide knee airbags, reversing radar, Cruise control, the above configuration is the standard of the whole series on the older models.
The official price of 179,800 yuan of luxury type is expected to become the main sales force in the future, although the price is 20,000 yuan higher than the fashion type, but the configuration of more knee airbags, parallel line assistance, lane departure warning system, lane keeping assist system, road traffic sign recognition, active braking, fatigue driving tips, rear parking radar, reversing side warning system, fixed speed cruise, main / co-pilot seat electric adjustment, adaptive far and near light headlights, exterior mirror electric folding, rain induction wipers, air conditioning partition control, etc. Unfortunately, this car does not offer adaptive cruising.
The 199,800 yuan premium model is 20,000 yuan higher than the deluxe type, and is equipped with more front parking radar, full-speed adaptive cruise, segmented power sunroof, Bluetooth key, driver's seat power seat memory, gesture control, face recognition, Bang & Olufsen audio, interior environment atmosphere lights, exterior mirror reversing automatic down/rearview mirror memory, automatic anti-glare inner rearview mirror, car air purifier, etc.
The official ST-Line, priced at 216,800 yuan, is 17,000 yuan higher than the Supreme, with more 360-degree panoramic images, a sporty look kit, steering wheel shifts, front seat heating/ventilation, etc., and a manual mode in its transmission.
Kitten Heart Blue View:
The official sharp price cut, from the pricing of the new Mondeo can see Changan Ford's determination to fight a war, in the impression of many people, Ford's product line is very thick, in Europe and North America have different styles of products, but after continuous adjustment, Ford suitable for the Chinese market products have not much, otherwise Changan Ford will not create a new Mondeo sold only in the Chinese market. At this stage, Changan Ford's primary task is to increase sales, so that dealers can survive and avoid large-scale network withdrawal. From the pricing point of view, the benchmark models in the heart of the new Mondeo include Chevrolet Myribao XL, Hyundai Sonata, Kia K5 Kaiku, etc. Although the official pricing of the Maxive XL 2.0T model is higher than that of the new Mondeo, it is more favorable in the terminal market and there are low-end 1.5T models.
Looking forward to the future market trend of the new Mondeo, perhaps in terms of brand reputation, Ford has a gap compared with Volkswagen and Toyota, but its pragmatic pricing will be favored by some consumers, and the performance of the old Mondeo in 2021 total traffic insurance is 34362 vehicles, kitten believes that the monthly sales of the new Mondeo are expected to reach more than 3500 vehicles. Considering that Ford has a ready-made 1.5T four-cylinder engine, Kitten suggested that the new Mondeo launch a 1.5T model to further lower the price threshold and improve competitiveness.