A few days ago, Changan Ford's new Mondeo was listed, priced at 159,800-216,800.
According to the convention, the listing price of the new car will be slightly lower than the pre-price, in order to show sincerity, but Changan Ford did not take the usual road, pressed the price, and only slightly fine-tuned the top model, but the sincerity of the Tao sound is still the same, but from the price adjustment to the gift package.
For example —
Colorful meet and greet - pick up the car can enjoy a 5-year / 140,000-kilometer vehicle warranty worth 5,000 yuan;
Free-flow car gift - up to 14,000 yuan gift package for car purchase, including 5,000 yuan replacement subsidy, 2,000 yuan subsidy for old car owners in Mondeo, 3,000 yuan subsidy for Changan Ford owners; 24 "0" interest rate car purchase financial policies, etc.;
Wonderful thanksgiving gift - before the listing of the car order customers will receive a gift worth 3,000 yuan of Fuyu APP points.
At the same time, it also includes a lifetime warranty for aftermarket parts with a fixed valuation: that is, on the date of listing, the original parts purchased by the user at an authorized dealer of Changan Ford are protected for life.
The range covers core components such as engines and transmissions, as well as long-lasting or conventional consumables such as displays, air conditioning systems, glass, mirrors, grilles, condensers, etc. It can be understood that to prevent secondary detonation, it has special significance for individual unlucky users.
Although the value is pending, it is equivalent to receiving a free insurance. Combined with the vehicle warranty service worth 5,000, Changan Ford extended the value of Mondeo's vehicle from the product side to the after-sales stage.
Then relive the book strength of the lower roll to the limit: such as the 2.0T+8AT power & transmission combination, the acceleration ability to land into the 6-second range, the longest wheelbase of the same level, the through-channel large screen and so on.
The atmosphere is set off to this part, and potential divers are probably embarrassed to mention "price reduction" again.
Up to Lincoln, down to Ford, such as navigator, sharp edge, explorer, etc., Ford's slogan (potential) is that 2.0T can have, 2.3T, 2.7T can have, 10AT can also have, the whole system of an engine power tuning is also regarded as a matter of internal affairs, and even double-layer soundproof glass This MPV-specific configuration has also been transplanted to the car, in other words, the configuration package can be had, but the price reduction, this really does not.
Referring to the explorers who are currently selling well in the medium and large SUV market, now in the Beijing area, this year, under the repeated impact of the epidemic, there is only a 10,000 yuan discount, while most of last year it was basically sold at the original price; even the current slightly struggling Ruiji in the Beijing area does not exceed 10,000.
Compared with the price reduction operation of the hot selling car of the same level, it belongs to the iron plate.
But the price reduction strategy varies from brand to brand, the A brand can be the icing on the cake, the B is half the effort, rather than losing the brand for the unknown, it is better to simply insure the price and give the old user an explanation from one end to the end.
The captured users have loyalty, and there is a possibility of further penetration, Ford pays attention to word-of-mouth marketing, not only from the product level, but also from the price level to stabilize the brand gold content.
Although it is not the best period for Ford at present, "doing everything" is the right attitude for a brand to rise up, just like "Speed King", which was released in the early stage of the epidemic in 2020, this film released in an extraordinary period did not do well at the box office, but Shelby, played by Christian Bell, never gives up, the image is deeply rooted in the hearts of the people, and Ford also shows the audience the sports gene in his bones.
Times are changing, and now in addition to showing the sports wind, Ford also shows its own wind bones through the price insurance strategy, these brand genes do not have to measure their value by sales, but viewers and buyers will have their own gains.
These two days of the Champions League Premier League fierce battle is in full swing, from Real Madrid narrowly won over Chelsea, Huang Qian eliminated the South King, Sun Xingxuan hat-trick to help Spurs enter the top four, the winners were tested in the game, but the winners also issued a consistent voice after the game, "In the face of adversity, we showed a strong personality."
This word is quite scarce in the car market nowadays, you can see the large-scale lack of core, the chain reaction of new energy products, and the price reduction strategy of fuel vehicle products in unison (of course, if the domestic oil price can be so sensitive, the people of the whole country will clap their hands), but it is difficult to see a unique brand behavior.
Only from the marketing and product strategy, Ford presented a unique landscape, the starting price relative to the main / non-major competitors after the price reduction level remained consistent, has expressed a low-key posture and sincerity, follow-up to stabilize the price is a necessary operation, to reassure car owners to create word of mouth "gold content" gradually become the main attribute of the brand.
At the same time, Mondeo's book parameters also have practical value, the peak torque of 376 Nm can withstand the test of actual measurement; the front hem arm aluminum alloy can still be seen in the old model's emphasis on the sporty bone, not a mouth cannon model that only allows for theoretical combustion, but a medium-sized sports (quasi-luxury) work that redefines the threshold of B-class products.
You can never predict when these intangible assets will accumulate, maybe at this time, maybe at that time, but a domestic independent brand has provided a good example, but before that, it needs to be painstakingly lonely, and the failure of negative teaching materials often seems surprisingly consistent, either not catching up, or never trying their best.