Text/Hu Yao
Photo/From official
Suddenly, one day, when I opened my circle of friends, when I met with old friends, when I was eating at a small noodle restaurant, when I sent my children to school, I could almost hear voices around me: "I want to buy an electric car, the price of oil has risen too much, is there any recommendation?" "Yes, with the continuous rise in oil prices, trams seem to have become a hot search term on the Internet in recent times. However, in March and April, Autohome released three consecutive issues of the "Circle Hot List" based on objective data, it was not an electric car that came to the top of the list, but a mid-to-high-end fuel car - a new generation of Mondeo.
On April 13, the new generation of Mondeo was officially listed, with a price of 159,800-216,800 yuan and a standard of 2.0T+8AT. At the same time, official data shows that the national order volume of the Mondeo pre-sale in the month has exceeded 10,000 vehicles, and this data completely eliminates the previous terminal for the Mondeo 2. T+8AT fuel vehicles, in this era of high oil prices, will be "not in time" concerns.
"The popularity and orders of the new Mondeo not only boosted the sales team's great confidence, but also guaranteed the income level of every front-line salesperson." The sales manager of the Changan Ford dealership told this writer.
Being able to climb the hot search championship shows that there are good products. Be able to search and understand and then successfully place an order, indicating that there is a good price. Being able to unsubscribe during the waiting period after placing an order indicates that there is a good policy. So how did new Mondeo do these three things?
What exactly does buying a car look like? Or value for money
No matter how the times change, cost performance is still the most universal criterion in the commodity economy, and cost performance is simply the same quality and experience of goods, and the cost of purchase is less than others. So where is the high cost performance of the new Mondeo?
First of all, from the most intuitive body size, compared with the previous generation of models, the new generation of Mondeo 4935 * 1875 * 1500mm, the width increased by 23mm, the length increased by 63mm, compared with the same level of B-class models, has formed a B + leapfrog crushing situation. The longest wheelbase of more than 2.9 meters in its class not only brings a sense of spaciousness, but the 4935mm body size makes the new generation of Mondeo a new benchmark for mid- and high-end vehicles from size and aura.
Secondly, from the perspective of the traditional three major pieces that consumers are most concerned about, the new generation of Mondeo matches 2.0T+8AT, and it is well known that the cost of 8AT is much higher than that of CVT or dual clutch. Such a power system can not only smoothly comb the power of 238 horsepower / 376N .m, zero hundred acceleration can be in the 6 seconds level, coupled with Ford's century-old car-making skills in the most proud chassis adjustment strength, "can break the wrist with the BMW 3 series" is not just the new Mondeo public relations marketing rhetoric.
In terms of configuration and intelligence, we compare the three mainstream models that also guide the price: the Mondeo Extreme, the Accord Hybrid Sharp Edition, and the Camry Deluxe Edition.
I have to say that Camry and Accord can dominate the 200,000-class high-end sedan market for many years, but also have a strong strength, Accord Hybrid Ruiku Edition currently market terminal discount of 10,000 yuan, the biggest advantage is the use of oil-electric hybrid after the 100 km only 4.2L fuel consumption, as well as the powerful power, quietness and smoothness of the dual engine drive. However, in terms of intelligence, it can almost be seen as a product of the "last era", although the central control is equipped with a 7-inch ordinary LCD screen, it does not support speech recognition at all, and in terms of assisted driving, it also lacks conventional configurations such as reversing images and parallel assist. The Camry Deluxe Edition currently has a market terminal discount of 8,000 yuan, and the combination of 2.0L + CVT is weaker than Mondeo in terms of power performance, although the intelligence and configuration are slightly higher than the Accord, but compared with Mondeo, it still lacks parallel assist, road traffic sign recognition, fatigue driving tips, reversing side warning, driving mode switching, full LCD dashboard, mobile phone wireless charging and other practical configurations.
That is to say, although the market terminal price of the Accord Hybrid Ruiku Edition and camry Deluxe Edition is lower than that of the new Mondeo, there is still a certain gap in terms of configuration, body size, intelligence, etc., not to mention that the new Mondeo is now listed as a new car, although there is no promotional offer, but the manufacturer has also launched a series of booking benefits, converted into cash, also nearly 10,000 yuan.
Triple Juhui Gifts Full coverage from pre-sales to after-sales
In addition to the small and large booking policies for new Mondeo models that have been launched since February, Changan Ford has still launched a preferential policy of "real money and silver" for the owners of new Mondeo.
The first is to launch benefits of up to 14,000 yuan on the sales side. The benefits of this 14,000 yuan include: no matter what brand of car owners if they replace Mondeo, they can enjoy a replacement subsidy of up to 5,000 yuan (5,000 yuan for limited-license cities and 4,000 yuan for non-limited cities); secondly, for the old owners of Mondeo, they can enjoy an additional 2,000 yuan of replacement subsidies; Changan Ford other model owners (that is, owners who already have a Changan Ford model under their name) can enjoy 3,000 yuan of subsidies. The sum of the three is 10,000 pieces (Note: the above policy does not include 159,800 fashion models). In addition, it also includes 24 installments of zero interest, lifelong emergency rescue services, etc.
In addition, at the back end of the sale, new customers can enjoy a 5-year 140,000-kilometer vehicle warranty worth 5,000 yuan. This value of 5,000 yuan is indeed worth the money, because in the Changan Ford after-sales system, the vehicle warranty of 20,000 kilometers per 1 year is about 2,000 yuan, and this time the new Mondeo extends the warranty to 5 years and 140,000 kilometers on the basis of 100,000 kilometers in 3 years, which is converted into a cash value of 5,000 yuan.
Driving value view
The arrival of the new Mondeo not only injects a cardiotonic agent into Changan Ford's 2022, but also proves to many traditional car companies that still use fuel vehicles as the main sales force - as long as there are good products, good pricing, and good strategies, the era of fuel vehicles has not been subverted. Next, whether the sales of the new Mondeo can be stabilized will depend on the user feedback and service quality after the subsequent pick-up.
In May, the new Focus will also be unveiled, the second half of the facelift Explorer will also be listed, the new generation of Mondeo as Changan Ford's 2022 opening masterpiece, it has to be said that the actual sales proved that this battle has a beautiful start. This year is a big year for Changan Ford's products, and I look forward to the follow-up Fox and the retrofit explorers to bring us more surprises.
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