Ford Flame Horse Price Exposed: Tank embarrassment or not I don't know, Wrangler specifier is uncomfortable!

Ford Liema exposed the pre-sale price of the product, 300,000-450,000.

This price is not too high in the strict sense, and the gap between it and expectations is not big, according to JMC Ford's product line planning, Lima plans 7 versions.

They are Far Bay, Ink Diamond, Ink Diamond Off-Road Version, Long Beach, Long Beach Off-Road Version, Wasteland and Everglades Edition, among which Far Bay has the most basic configuration and the cheapest price, while the Everglades version has the strongest performance and the highest price.

We checked the price of the Ford Flame in the North American market, and it is actually about the same as the starting price in China.

Taking the entry-level model Far Bay version as an example, the price in the North American market is 39,630 US dollars, and the converted price is 286,000 yuan.

It is worth mentioning that the starting price of the Wrangler overseas is less than 35,000 US dollars, but the domestic price is more than 400,000 yuan, and the domestic premium is relatively high.

Ford Liema is domestically produced and is eyeing the domestic hard-core off-road vehicle market.

01 Japanese cars are out

Before 2018, playing off-road was also only available for Japanese products.

The sales of models such as Pajero, Badao, and Patrol are good, and the price has covered from 300,000 to 600,000, and more than 200,000 basically can't choose a suitable off-road vehicle, and the products of independent brands have not yet become a climate.

However, after the implementation of the China VI emission standard, Japanese off-road vehicles briefly withdrew from the domestic market.

Now the Japanese off-road vehicle is back, but the price is extremely high, the price of the Patrol has soared to more than 500,000, the new overlord has not yet been officially launched, and the shadow of the Japanese off-road vehicle can not be found in the market segment within 500,000.

Even a toy like a Jimny costs more than 250,000 yuan, which is unacceptable.

02 The strong rise of domestic off-road vehicles

The tank series is the biggest beneficiary of the withdrawal of Japanese off-road vehicles from the domestic market.

In 2023, the cumulative sales of the tank series will exceed 160,000, making it the fastest growing brand in the off-road market, especially noting that the tank series currently has only four vehicles, 300, 400, 500 and 700. The Tank 400 is a model to be launched in the second half of 2023, while the Tank 700 is a model to be launched in 2024.

At present, the average price of tank series products is stable at about 300,000, becoming the first brand with a budget of 200,000-350,000 yuan and choosing hard-core off-road vehicles.

Not only the tank has eaten a huge dividend, the BJ40 series is also a huge success, these two brands have become the leading hard-core off-road vehicle brand in the market segment, the rise of China's off-road vehicles has pulled the price of this market segment very low.

03 Ford Flame Horse debuts

Based on the above background, the Ford Flame cannot go down the previous Ford Premium route again.

The main reason is that the performance of Chinese off-road vehicles is strong enough, the price is not high, and the size is large enough to have independent appeal, and if the Ford Liema continues to take the high premium route, it will inevitably be out of touch with the mainstream consumer market.

Because the collapse of Japanese off-road vehicles has just passed.

The price of Ford Liema is the same price as "at home and abroad", which is the impact of the rise of Chinese brands, and if you want to survive in this era, one is to have a strong product force, which has no problem for Liema.

The key is how to set the price so that users can pay for it.

At present, the price of 300,000 pre-sales is also very conscientious, and it seems to have a very correct attitude in front of the Wrangler, and some people say that the debut of the Ford Fierce Horse will impact the market segment of the tank series.

Not necessarily.

The price of the Tank 300 is nearly 100,000 yuan lower than that of the Ford Liema, which are two user groups with completely different consumption powers, while the Tank 400 and Tank 500 are electrified products with different tracks.

In other words, the Ford Fierce Horse will coexist well with the tank, but for the Wrangler who is still a traditional off-road vehicle, the volume in China will be lower.

After all, it is already two competitors in North America, and the domestic price of the Ford Fierce Horse has a strong desire to survive, and the Wrangler, who has been sold in small quantities by pure imports, may continue to grab the market.