Hugo once said that the so-called living people are people who are constantly challenging. The company is no exception, only dare to face the challenge of the enterprise, in order to seize the opportunity of the times, in the competition to survive.
Jiangling Ford Technology is a company that dares to challenge. Under the layout of the "Ford China 2.0" strategy, Jiangling Ford Technology, as a new pioneer and new model for Ford in China, began its new journey in the passenger car market as a challenger.
From 2020, we will recruit dealers, establish Jiangling Ford Passenger Car Marketing Company, launch a new channel of 3S space in 2021, create Family Space home space, and establish Jiangling Ford Automobile Technology (Shanghai) Co., Ltd. Jiangling Ford Technology's pace in the passenger car market is gradually accelerating.
During this period, the strategic SUV Lingrui, which practiced the commitment of "more Ford and more China", broke the calm situation of the original joint venture SUV market as soon as it was released, stirred up thousands of waves, and sounded the charge of Jiangling Ford Technology to challenge the market.
On March 28, Lingrui, who had spent more than four months of warm-up period, officially unveiled its sword, and the guidance price of 139,800-165,800 yuan directly broke through the price system that the joint venture SUV had adhered to in the past. While surprising the industry and surprised consumers, the total number of orders exceeded 5,000 in only half a month, which also announced its successful foothold in the most competitive segment of the Chinese auto market.
President of Jiangling Ford Automotive Technology (Shanghai) Co., Ltd. Xiang Dongping
Any success is for a reason, Jiangling Ford Technology as a new force in the passenger car market, can make Lingrui hit with a "challenger" posture, not by chance luck, the confidence behind it comes from the correct analysis of the market pattern, the precise insight into the needs of users and the sincere marketing strategy.
Price reduction strikes, products cross the level
As mentioned at the beginning of the article, Lingrui is definitely an excellent spokesperson for the "more Ford, more China" strategy.
The popular point of the six words of "more Ford, more China" is that the pricing should take into account the consumption level of the Chinese market, the product force should meet the real demands of Chinese users, and the technical level should maintain the high level of the joint venture brand. If it were simpler, it would be to abandon the joint venture premium.
Therefore, it can be found that the pricing purpose of Lingrui is very clear, and the price of 139,800 yuan -165,800 yuan is far lower than the pricing of the joint venture SUV of the same level, directly killing the main price range of the A+ SUV.
In this way, compared with other joint venture competitors, the price of Lingrui is more realistic, and compared with independent competitors, Lingrui's brand is higher, and a set of pricing strategies to achieve up-down all-you-can-eat, which is one of the reasons for the high market heat.
Second, although the pricing of Lingrui is reasonable, the way of playing is not the traditional way of "low price and low allocation" of the joint venture brand in the past, but it has come up with a comprehensive leading product force.
For example, the interior space that consumers value the most, whether it is the 1935mm width of the super-level car, or the 1117mm knee space, or the 295mm of the best aisle space of the same level with the rear flat platform, and the maximum 1422 liters of trunk space, are the best in the same level, and the whole family does not need to worry about space.
In terms of power, it is not too much to let go. The whole series is equipped with Ford's high-performance EcoBoost170 engine, the maximum power is 125kW, the peak torque is 260N·m, and the third-generation Magna wet 7DCT dual-clutch transmission with a transmission efficiency of up to 97% achieves an excellent balance between performance and economy, coupled with Ford's excellent chassis tuning skills, the handling is remarkable.
Intelligent direct is the highest level of the same level, equipped with 20 sensors, rare in the same level, with millimeter wave radar + vision fusion solution of Ford Co-Pilot360TM intelligent driving assistance system, providing including APA 5.0 fusion vision automatic parking, DCLC intelligent lane change assist, LRAS trail reversing and other advanced driving assistance functions.
APA 5.0 incorporates visual fully automatic parking
DCLC Intelligent Lane Change Assist
LRAS follows the trail backwards
The dual 12.3-inch integrated dual screen is implanted with Tencent TAI 4.0 intelligent car machine system, supports OTA upgrades, and can fully link the Internet in terms of eating, living, traveling, and playing, meeting the needs of young people in the digital age, and also built-in AR real-life navigation, WeChat car version and other forward-looking practical functions.
Even the most subjective design level, Lingrui also adopts Ford's new "potential energy aesthetics" design language, so that there is no dead angle at 360 degrees, and the whole vehicle looks atmospheric and stable and has a sense of high quality.
As Xiang Dongping, president of Jiangling Ford Automotive Technology (Shanghai) Co., Ltd., said, Lingrui is "challenging the boundaries of design, challenging the limitations of space, and challenging the integration of intelligent technology and the essence of human nature." As a "challenger", Lingrui has presented a clear impression of a young new Ford for Chinese consumers through the price reduction and the product force over-the-top attack.
Marketing services are upgraded and the user experience is renewed
With the support of Ford's global resources, the hard power of Jiangling Ford Technology is beyond doubt. By inheriting the innovation genes of the century-old Ford, taking advantage of Ford's leading global design, research and development, management system and unique advantages in the field of SUVs and pickups, and relying on the intelligent manufacturing strength of Ford Toyama Smart Factory, it is not surprising to launch products like Lingrui.
However, as a new force in the field of passenger cars, the biggest shortcoming of Jiangling Ford Technology is actually a series of soft powers such as channel construction, user service, and brand image. However, under the leadership of Xiang Jinping, who has more than 20 years of rich experience in automobile marketing, the soft power of Jiangling Ford Technology is rapidly building up and taking shape at a very fast speed.
Jiangling Ford Technology has laid out more than 180 Family Space Space Ford experience stores in more than 150 cities. These experience stores are characterized by creating immersive car-buying spaces, providing users with "home-like comfort and warmth" experience scenes. Among them, the service experience process is also all implemented in accordance with Ford's global standards - "sincere peace of mind", "sincere hospitality", "love care".
In order to continuously upgrade the user service experience, Jiangling Ford also launched the "Always on User Experience Plan" this year based on user insights, through customer experience process upgrades, online virtual malls, diversified retail terminals, etc., as well as through immersive product test drives, customization and modification service platforms, etc., aiming to build full-time, panoramic and all-round user relationships.
Jiangling Ford, which has no historical baggage, is more directly in line with the preferences of young users in terms of building a brand image, whether it is product spokesperson singer Su Jianxin, or brand close friend designer Shuping Aoyama, music creator Jian Hongyi, or fencing international athlete Sun Wei, Olympic champion Xu Anqi, fencer Zhang Yu, all of which are characters who have aroused the resonance of contemporary young people in their respective fields.
Jiangling Ford Lingrui product spokesperson Su Jianxin
Jiangling Ford Lingrui brand close friend Aoyama Shuhei
Chinese female fencer Xu Anqi
He/she and Lingrui have a similar point in common, both are not willing to be ordinary, for higher and farther goals, or bravely challenge themselves, or bravely challenge the strongest, or bravely challenge the times. Together with Lingrui, these people have helped consumers establish a vivid Jiangling Ford brand image in their hearts, that is, the challengers of "opening up a new realm and challenging the future".
If lingrui's hard power is a stepping stone to attract pragmatic consumers to pay attention to Jiangling Ford Technology, then the rapid construction of soft power such as these channels, services, and brand image has undoubtedly become the key to attracting more consumers of Jiangling Ford Technology, and has built a foundation for its sustainable development.
Kanche said:
Xiang Dongping once said, "Challenge is our creed, and we are determined to become the most emerging new force and live out the new posture of the new force." "For now, as the epitome of the challenge spirit of Jiangling Ford Technology, Lingrui's orders for half a month have exceeded 5,000 vehicles, which is already a small step to help Jiangling Ford take a successful step."
As for how to take a big step in the future, we believe that through the implementation of the "more Ford, more Chinese" strategy, through the renewal and innovation of the marketing team and marketing methods led by Xiang Dongping, through the further deepening of the construction of user experience scenes and brand image construction, the achievements of Lingrui can be copied, Jiangling Ford Technology is a challenger today, and may not become a leader in the future.