In the domestic mid-level car market, when the 7 million vehicles were closed during the year, Changan Ford plans to launch a tailor-made product strategy. The new mid-size car Escort "Fu Rui Si", which is expected to be launched in the first half of next year, is the "killer" that this madly joint venture company will make in the past three years.
The mid-size car market, which accounts for nearly one-third of the domestic new car sales, has the fastest growing competition and has been called the “Red Sea†in the industry. The cake is big enough to seduce enough, but the market risk is also in full swing. It is this opportunity that Fu Ruisi is aiming at, but it is a huge but volatile market.
Fortunately, Changan Ford is not the first time in the mid-size car market. Forex has teamed up with the "brother" model Fox, which has been in the mid-size car market for many years. It is undoubtedly the best choice for Changan Ford to build a mid-size car "Brothers" like "Sagitar Bora". For Changan Ford, which has been in the Chinese market for more than ten years, Fu Ruisi’s battle for the mid-level car is a must.
“If Fu Ruisi is successful in China as the world's first market, this product will soon be launched globally.†Liu Zongxin, deputy general manager of Changan Ford Sales Company, who has been working in the Ford system for more than 25 years, recently interviewed by the Economic Observer. At the time, it was revealed that Forreus is the pioneer of Ford's global mid-size car strategy in China. Before the official global campaign, it is necessary for Fu Ruisi to prove its success in China.
“佯攻†and Yangmou “This is a mid-level car product that is closer to the needs of local consumers and meets Ford’s global standards. The new car is powered by a 1.5-liter engine and is aimed at the family car needs of young customers aged 26-35. The price is 100,000-150,000 yuan." Liu Zongxin strives to be precise and concise when describing the product positioning of Furuisi to reporters.
Although Changan Ford officially stressed that the company is tailor-made for the Chinese market, and is the first in the world to launch in China. However, it is undeniable that the mid-level car products that have been “flowering results†in the name of Escort have already become famous in the US and overseas markets. Forex, which Changan Ford is about to put into production, is undoubtedly the "spokesperson" of Ford's latest generation Escort in the Chinese market.
It is not difficult to understand why Liu Zongxin wants to become the "brother model" of Fox. According to public information, Forreus is the first model of Ford's latest compact mid-size car platform (which is called the mid-size car of Mondeo's B-class car). The former C1 platform of the platform was born Fox. Different styles of "sister" models such as the Maverick, Mazda 3 and Volvo S40.
In this sense, Fu Ruisi does have a blood relationship with Fox that "breaks the bones and connects the tendons." The sales staff of Changan Ford 4S store can easily tell the different target customers in a simple and concise manner if they have enough words to easily distinguish the position between Forex and Fox. In the eyes of Liu Zongxin, this difference is innate - Fu Ruisi is the mainstay of home and large space, Fox is the main sports and control.
Due to the obvious differences in target customers, Forex has taken care of functionality and practicality in product positioning. For example, the new Focus is powered by 1.6-liter and 2.0-liter engines, and the only 1.5-liter displacement model that Furuis first entered the market, while ensuring sufficient power for power consumption while taking into account the fuel economy of the family car; on the wheelbase, Forex 2687 mm It is also nearly 40 mm longer than the new Focus 2648 mm, and the rear passenger space is more relaxed.
In terms of design styling, interior style and technology configuration, there is also a difference between Forex and Fox.
“In our view, this is a very differentiated market segment. We will also adopt more differentiated marketing measures for Fu Ruisi.†Liu Zongxin told reporters at the recent Fortis media communication meeting. Forreus wants to cut the market cake that Fox wants to cut but has never been able to cut. “The 7 million-class mid-size car market is really a big enough cake.â€
Ford's "Bora"
As the key piece of Ford China's "1515" strategy (15 new models launched in China before 2015), Fu Ruisi is responsible for strengthening the historical mission of Ford's mid-size car in China.
As early as five years ago, Ford launched a survey on the demand for mid-size cars for home consumers. These requirements are passed through the "one by one interpretation" of Ford's global engineering research and development team, and an intuitive product is the one that Changan Ford is the first to launch in China. During the Shanghai Auto Show last year, the Furuth concept car Escort has taken the lead. At this year's Beijing Auto Show, the production version of Fu Ruisi was officially "the world's first".
"Fu Ruisi will be put on the market within one year. As for the new car pricing, sales targets and other more detailed information, we will release it at the appropriate time." For the new car Fu Ruisi, Liu Zongxin still has many "guan" to Sell. Due to market competition considerations, Liu Zongxin did not want to let competitors know how many "cards" in Changan Ford's hands.
However, from the starting price of Fortune's estimated 100,000 yuan, its starting price with the new Fox 119,900 yuan has a price difference of about 20,000 yuan. This makes most Changan Ford dealers firmly believe that manufacturers hope to "copy" the successful experience of Volkswagen in China. In fact, through the product portfolio of “Sagitar Bora†and “Langyi Familyâ€, North and South Volkswagen has already dominated the most competitive A-class car market.
Judging from the actual sales volume, the North and South Volkswagen can achieve more than 40,000 excellent results in the A-class car market in a single month. Although the new and old Fox combination is also "powerful", but now rely on the two to join hands to break through the monthly sales of 30,000. What's more, the old-fashioned Fox, which has been on the market for more than 8 years, has already been exhausted. If you don't rely on Fu Ruisi as a "substitute" in time, Ford's strategic position in China's mid-level car is worrying.
Changan Ford's official sales data for the first half of the year released last week showed that the Fox series sold 201,464 units in January-June, up 9% from 185,648 units in the same period last year. Among them, Fox sold 33,614 units in June, up 7% from June 2013. It is worth noting that this achievement was achieved by the new Focus Classic Fox (the old model).
From the market front but not confirmed by Changan Ford officially, after the arrival of Fortunes, the classic Fox, which also has the main price/performance advantage and home positioning, will be fully delisted.
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