Car Review Observation "Car Review Club"
Speaking of the domestic off-road market, the tank and the Ford Zongheng should be the two most mainstream schools, but the difference is that compared with the tank focusing on hard-core off-road, Ford Zongheng in addition to the global classic off-road models such as the Bronco, there are also two ace pickups, the Ranger and the F-150 Raptor.
Hard-core SUVs and pickup trucks, it can be said that Ford has gathered several models with the highest performance and fun spirit under Ford, and it covers different market segments. Recently, Ford's Baoding store was officially opened, and friends who like to play cars in North China have a new choice.
In fact, regardless of off-road or performance street cars, the car culture in North China is relatively leading in the whole north, and has a good modification, self-driving and other extended atmosphere. Compared with the previous sales and after-sales single dealer functions, the definition of Ford Indulgence Space is to create a one-stop outdoor off-road lifestyle platform, generate more communication with users, and cultivate a culture of using and playing with cars.
Start a new car lifestyle
At the event, Liu Jisheng, President of JMC Ford Technology and Manager of Ford Zongheng, said: "Ford Zongheng has always been aiming to be the leader of the top outdoor off-road lifestyle, and fully meet the needs of users in three dimensions: top-level professional experience, personalized modification experience and global community experience.
In other words, Ford Zongheng wants to tell users how to play and use different hard-core SUVs and pickup trucks, emphasizing the extension of lifestyle and establishing a bond of communication with users.
In the subsequent media interview, Liu Jisheng introduced: Ford's personnel composition is very different from the traditional 4S store, our largest department is not the sales team at all, but the modification team, the boutique team, the user operation team, and the live broadcast team, which is used to convey the lifestyle, we will see what consumers like, we will go over there, and my products may also go there.
More details, Liu Jisheng said: Our indulgence center store welcomes everyone to come in and sit at any time, not a hammer deal, we welcome our customers to come in at any time to drink coffee for free. In addition to the business itself, Ford Zongheng is more like a user-oriented communication platform.
Build a global off-road community platform
Specifically, relying on a strong user group, Ford has built a global community platform that provides a global community platform for global outdoor off-road enthusiasts that integrates content sharing, communication and co-creation, with thousands of high-quality community activities every year.
At the same time, for the upgrade of the vehicle itself, it is based on the modification scheme of the ten major scenarios of "indulging in the sand sea, wading wild fishing, Jedi climbing, outdoor camping, modeling modification, 10,000-mile journey, extreme rescue, jungle adventure, cycling photography, and snow galloping".
In addition, when talking about the online platform of "modification supply" and "Ford Zongheng purchase", Liu Jisheng told the car review agency: Ford Zongheng is a new channel brand, and it is also an open platform, which will be co-created with users in terms of modification, and will also strictly select third-party modification accessories. Under the premise of having a patent, the accessory will be tested for various safety tests, and it will be listed on the online platform after passing the qualification.
In fact, this is also a kind of in-depth win-win situation between manufacturers and users, users can not only enjoy the technology and professionalism certified by the original factory, but also have the original warranty, and the modified parts of the official platform have been recorded, and you can legally play the car. In order to provide a more suitable user experience, users have fun, and then pass on the reputation of the brand, which is easy to promote secondary sales.
It is worth noting that Ford Zongheng is also very inclusive, even if it is the owner of other brands, you can also sign up for the car friends activities organized by Ford Zongheng, such a close contact, obviously than a simple test drive in the 4S store, you can feel the charm and value of the brand and products more.
Car review observations
Compared with the mainstream sedan and SUV markets, Ford's current main sales models are actually the "new and exotic" concept, and its pickup trucks and hard-core off-road trucks have performance charm and unique advantages, which can be applied to diversified life scenarios.
At the same time, under the concept of a one-stop platform, Ford Zongheng actually leads a new idea of user operation, that is, how to understand the real needs of users, provide safe and reasonable modifications and upgrades, play with users to improve stickiness, and ultimately feed back the brand value and sales.
In the view of Auto Review, it is precisely by virtue of Ford's integrated and differentiated "strategic design" that the brand has opened up a new market pattern under global competition, and also allowed users to have a different car experience, which is also Ford's "vertical and horizontal way".