The starting price of the previous-generation Ford Mondeo in China is 192,800, which is 20,000 more expensive than the Honda Accord.
The new-generation Ford Mondeo starts at 159,800, which is only 20,000 more expensive than the Civic in the automatic.
At a price of less than 160,000, Ford came up with a 2.0T high-power engine and an 8AT transmission, which is rare among mainstream joint venture brands, not to mention that Mondeo was not positioned low, with global cumulative sales exceeding 5 million vehicles, neither influence nor popularity than accords and Camry.
Ford's self-surrender, pulling the starting price of Mondeo down to less than 160,000, is It a conscience discovery or a desperate fight?
In 2015, Ford sold 1.1 million vehicles in China. Over the past seven years, Ford has sold only 9,745 vehicles in February. The sharp decline in sales has filled Ford with a sense of crisis, and the success or failure of the new generation of Mondeo, as the main model supporting Ford's sales, is crucial.
The new generation of Mondeo reflects Ford's sincerity from the outside to the inside, and the new exterior style is specially designed for young people, with a strong sense of sports. The interior styling keeps up with the trend of the times, and the 27-inch 4K super large screen is even more technological than the mainstream pure electric vehicle.
For a well-known brand and model, it is not an easy task to actively abandon the premium ability and objective profit margin brought by brand value, and the reason why the new generation of Ford Mondeo has done this is very obvious, Ford needs to rely on the new Mondeo to open the market, increase sales, and thus save the Ford brand from the crisis of marginalization.
As far as the current domestic automobile market is concerned, among the joint venture brands, it is still difficult to choose a medium-sized car with a 2.0T high-power engine at a price of less than 160,000, not to mention that the comprehensive strength of Mondeo is relatively outstanding, for users who care about brand and power, the new generation of Mondeo must be the first to consider.
The new generation of Mondeo performed well in the pre-sale stage, and the pre-sale order successfully exceeded 10,000. Can the new car recreate Ford's former glory? Then the quality and reputation after that are particularly important.