Text | Joey
Should ordinary people have dreams?
Basically, the attitude of the vast majority of people to dreams is only to stay in the stage of dreaming and thinking. But there are always people who will bravely take a step forward and try it.
About a decade ago, eight young men and women from the conducting department of the Shanghai Conservatory of Music organized an interest group on vocal music. The Shanghai Rainbow Chamber Choir thus began its own journey of life.
This choral group, originally composed of students from professional conservatories, did not move in the direction of professional vocal teams in its subsequent development. Instead, it gradually developed into a more folk-oriented music organization. In addition to their music learning experience, their members include almost all domestic and foreign practitioners, as well as practitioners from all walks of life, including students.
Maybe you, like me, are familiar with them from "Zhang Shichao, where did you put the key to my house", "Feel the body hollowed out", "Spring Festival Self-help Guide" and a large number of other seemingly serious programs, but they sounded everywhere to reveal humorous and funny chorus songs. Just two years ago, the Shanghai Rainbow Chamber Choir participated in the Tencent video variety show "Hot Us" and finally won the overall championship.
From the perspective of popular perception, there is no doubt that they have succeeded. I don't know if I can make money, but at least this group of young people from all walks of life who love vocal music let everyone know that as long as they focus on their love, any ordinary person has the possibility of successfully realizing their dreams.
Therefore, when Changan Ford invited them to perform songs at the online listing of the new generation of Mondeo, the first thing I thought of was that Changan Ford wanted to associate this generation of Mondeo with the dreams of more ordinary people.
In fact, not long ago, I wrote a story about me and Mondeo. In my mind, Mondeo is the driver of the achiever. In fact, the same is true of the product positioning that Ford set for the Mondeo model when it first introduced it.
However, the pattern of China's auto market has changed. The increase in brands, the increase in products, the improvement of the reputation of domestic cars, the target groups of joint ventures and imported cars, and the consumption habits have crossed the level, so that the joint venture brands that have a good market space between independent and high-end luxury brands in the past have felt the unprecedented competitive pressure and the anxiety of the market being squeezed.
Therefore, it is obviously a very good direction to calibrate to look for more ordinary people, to find user groups from a wider market group, and to make profits. As a result, we see the new generation of Mondeo cut prices to from 159,800 yuan, almost completely invading the inherent market of high-quality A-class mid-to-high-end models.
In the past, the price of Mondeo must have exceeded 200,000 (today only one ST-LINE top model exceeds this line). There is no doubt that this is a move to open up the market downwards.
But the price reduction, in fact, this is the best means of car marketing in the last era. For today's consumers, buying just a cheap car may not lift their appetite. After all, domestic cars with higher cost performance have already competed with joint venture cars. Therefore, lowering the price range is not the goal, through this measure to achieve a dimensionality reduction attack on competitors, is the most important goal.
For example, at least on existing models, the new generation of Mondeo is still using the traditional fourth-belt EcoBoost 2.0T engine. However, it did not take advantage of the popularity of new energy to accelerate the reform of new energy. But the good thing is that it doesn't have a high-low power version like some brands, which allows many people who buy entry-level models to maintain the same power experience as the top version.
Of course, the changes of the times will always leave a mark on the configuration of products and the field of technology. For example, in terms of human-computer interaction, a new generation of Mondeo has changed, such as the Ford FNV architecture. Like today's mainstream smart car configurations, this architecture includes more advanced human-computer interaction and intelligent driver assistance systems.
In terms of human-computer interaction, the new generation of Mondeo has a large 1.1-meter ultra-wide area HD giant screen (12.3-inch full-color digital LCD dashboard + 27-inch large 4K central control screen), a vehicle-wide OTA capability, and a virtual artificial intelligent travel partner VPA's SYNC+ 2.0 Intelligent Travel interconnection system that can "understand" the needs of users in seconds.
In terms of intelligent driving assistance, up to 18 functions of ford Co-Pilot360 intelligent driving assistance system, including Ford's world's first L2 level active driving assistance function BlueCruise, together with the V2I vehicle-road coordination system that can access the urban intelligent transportation system, can provide updated and smarter assistance for driving.
Obviously, these are not the most advanced technologies, but together, with the Changan Ford brand and a more dimensional price reduction, it is obviously a very suitable choice for ordinary people to have a better car.
The goodness of a good car is not entirely about the price and the quality of the products obtained, for disposable consumer goods such as cars, the mention of the car is only the prelude to really getting along with it. Whether it can get a better car experience in the future, the key factor is not only the quality of the car, but also what kind of protection the car company brings to the user. For more ordinary people who choose Mondeo, this may be their focus on more than products.
Apparently, Changan Ford was concerned about this demand, so they proposed one of the largest after-sales service policy packages I have seen so far - "parts lifetime warranty" service. Under this service entry, the customer purchases and repairs the original parts installed at the authorized dealer of Changan Ford, and enjoys the right of lifetime quality warranty if certain conditions are met.
More importantly, such after-sales service is no longer only achieved by relying on dealer channels. Changan Ford also personally went down to create a new after-sales service space. The Ford Smart Third Space, called Ford Smart Space, expands digital intelligence and a temperature-sensitive experience into a newly designed showroom.
In this showroom, Changan Ford's services will run through the entire life cycle from the purchase decision to the product and service experience after the car is owned. In other words, Changan Ford is no longer just an automobile manufacturer, but has really begun to do user services
Through this space, Changan Ford has joined the path of user community building, user service, and user co-creation that is now in full swing in the entire industry. Of course, if such a model may still need to be explored for others, then Changan Ford actually has successful experience to learn from.
For example, Lincoln, which comes from the same system as Changan Ford, relies on the service model of Lincoln Way to successfully find another direction in addition to providing high-quality products to allow the brand to gain a foothold in the Chinese market and open up the situation.
Of course, there are definitely differences in the content and form of services between Changan Ford and Changan Lincoln. After all, the content of the service between the luxury brand and the more people-friendly brand is definitely different, because the car price itself is also different. But you can't deny that with improving the perception of service, changing the perception of service, and starting to do it, it must be a huge plus for the new generation of Mondeo.
In short, from the initial high-end positioning, to now put down the body to start to seize the market, the change of Mondeo is obviously the epitome of the overall pattern of the Chinese auto market. But for more ordinary people who want to own a good car and want to have a better car experience, whether it is product strength or a new change in the brand service system, Mondeo can actually be placed on the list of car purchases that they can achieve their dreams.