22/04/14
Lead
The order volume of the new Lincoln Z, the new generation of Ford Mondeo, and Ford Lingrui is eye-catching.
Author 丨 Yang Jing
Responsible editor 丨 Du Yuxin
Edit 丨 Chic
Faced with multiple external environmental challenges such as chip shortage and the resurgence of the epidemic, most auto brands have declined to varying degrees. A few days ago, Ford China announced that it sold nearly 125,000 vehicles in China in the first quarter of 2022, down 18.8% year-on-year. Among them, Lincoln cars performed eye-catching.
At the same time, with the launch of the new Lincoln Z, the new generation of Ford Mondeo, and Ford Lingrui as scheduled, this series of new products built around the needs of Chinese consumers, especially the needs of smart interconnection and digital experience, have received more than expected orders.
In the by-brand segment, Ford-branded passenger cars sold 46,719 units in the first quarter. Although the market activity in the first quarter was affected by the epidemic, the Ford brand still launched a number of blockbuster new cars in a row, and the order volume exceeded expectations.
Ford brand sedan flagship, the new generation of Ford Mondeo in March, the new model fully absorbs the needs of Chinese users for innovation, digital experience and design, since the March pre-sale has received enthusiastic attention from the market, has received nearly 10,000 orders.
As Ford's iconic star model, the new F-150 Raptor detonated the entire high-end off-road pickup market, and was enthusiastically sought after by fans, with bookings exceeding 2,000 within 3 hours of the opening of small bookings.
After the best sales in history since the brand entered China in 2021, Lincoln China set a record sales record in the first quarter, reaching 19,471 units, and achieved continuous positive quarter-on-year growth. Among them, sales in February increased by 34% year-on-year, the best performance since entering China.
Lincoln's first domestic model, the Lincoln Adventurer Corsair, sold a total of 10,915 units in the first quarter, once again topped lincoln's quarterly sales of single models and won lincoln's single-month sales title for 23 consecutive months.
Lincoln's domestic models, the Lincoln Adventurer, lincoln navigator, Lincoln Aviator, and the new Lincoln Z, which just launched in March, sold 18,919 units, accounting for 97% of sales. As Lincoln's first Chinese sedan, the new Lincoln Z was officially launched on March 12, and the cumulative orders have exceeded 5,600 so far.
Chen Anning, President and CEO of Ford China, said, "Ford China 2.0 strategic products such as the new Lincoln Z and the new generation of Ford Mondeo have been put on the market, and the phenomenon of receiving widespread popularity from customers shows that our two iconic brands and product connotations are full of potential in China, although chip shortages, raw material price increases and sudden epidemics are bringing continuous challenges to the industry, we are confident in the long-term market development and our performance." ”
Ford-brand and Jiangling brand commercial vehicles sold 50,970 units in the first quarter of 2022, outperforming the industry's overall performance. At present, Jiangling Motors' Quanshun Ambulance is once again shouldering the heavy responsibility of fighting the epidemic, and received a total of 5,100 production orders for Quanshun Ambulance in the first quarter.
As a new model recently launched by Jiangling Ford Technology, Ford Lingrui has received 5,000 orders for SUV customers in China with its high energy quality, excellent wide-body design and pioneer technology that surpasses its peers in the name of "challenger", and has received 5,000 orders since its launch at the end of March.
The market share of Jiangling and Ford in the field of light commercial vehicles has been increasing, but in the passenger car market, whether it is the "latecomer" Jiangling or Ford, which has cooperated with Changan in a joint venture, the performance in recent years has not been conspicuous. At present, "business and multiplication" is positioned as the core development strategy of Jiangling Motors. Jiangling Motors has said that next, the company will focus on the implementation of the development strategy of "focusing on light commercial vehicles and SUVs as a support".
The arrival of Lingrui not only fills the product gap of Jiangling Ford in the market segment, but also explores a new growth space for Jiangling Ford, and is also the effort of Jiangling Ford to seek a new breakthrough in the Chinese market.
Jiangling Ford is backed by the Ford brand, starting from the off-road fighter to the SUV rookie collar, making Chinese consumers impressed by the car brand. The emergence of Lingyu has let consumers know the real cost-effective brands and products. The arrival of Lingrui, in the process of price exploration, allows more consumers to enjoy the unique product charm of the Ford brand.
Ford China Electric Vehicle Division delivered a total of 969 mustang Mach-E smart and pure electric SUV units to customers in March, and the delivery speed has steadily increased. The speed of delivery of the Pure Electric SUV Mustang Mach-E has steadily increased, and the booking-to-delivery cycle has now been shortened to a maximum of six weeks.
Unlike the North American market, in the Chinese market, the Mustang Mach-E smart electric SUV has not been able to sell well. The first is the long lead time, which leads to the loss of some customers. In addition, in the competition between Wei Xiaoli and Tesla, the product advantage of Ford Mustang Mach-E is not obvious, and there is no distinctive label image to show the public.
Although China has become the world's largest new energy vehicle market, but also the most competitive market, any new energy vehicle company to establish a foothold here, need to have a place of excellence. The Ford Mustang Mach-E, which is inferior in volume, must work harder to break through.
"This year is also a crucial year for Ford China to accelerate the development of electrification, we have overcome the impact of the epidemic on battery supply at the beginning of the year, the delivery speed of Ford Mustang Mach-E pure electric smart SUV began to climb steadily in March, and we will also bring consumers more intelligent products worth looking forward to this year."
The global automotive industry is undergoing profound changes around "electrification" and "intelligence", under the leadership of The Ford Global Ford+ plan, Ford China said that on the basis of the full completion of the four major centers today, with Chinese consumer demand as the center, it will continue to accelerate the implementation of the "Ford China 2.0" strategy.
To be sure, intelligence has become an important competitive means for Ford's Chinese auto products. And from the perspective of the potential of new cars recently launched, these products have also been recognized by the market. What Ford has to do now is to do its homework in communication and let more people know about a new Ford.
Yang Jing
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