Before planning Ford EVOS, the senior management of Ford car called Volkswagen .
Ford: "Brother, look at how bad my sales are now. They all say that you understand Chinese people the best. Look at how bad my sales are now. We are going to launch a new car. Can you help me with some advice?"
Volkswagen: "This is not simple. It is included in me. Chinese people love sunroofs, large screens, and genuine leather seats. They should be tidy upwards. The space should be larger, and the small appearance should be better designed. With high configuration, it will ensure that you have good sales."
So, we saw the current Ford EVOS, and it was a joke, but from this car, we did see that Ford is trying hard to cater to the preferences of the Chinese people.
For example, the space is really large, with length, width and height respectively 4920×1920×1600 mm, and the wheelbase is 2945mm. The wheelbase is almost as good as the mid-to-large SUVs. The rear leg space is quite sufficient, even stronger than conventional large five-seater SUVs such as Xingtu TXL and Honda Crowndo .
For example, the screen is really big. The 1.1m-long connected screen on the center console consists of a 12.3-inch LCD instrument and a 27-inch 4K high-definition central control screen. It is equipped with the latest SYNC 2.0 smart interconnection system. It performs well in terms of size, clarity and ease of use.
For example, the configuration is really high. The entire series is equipped with with full-speed domain adaptive cruise, tire pressure display, active brake/ active safety system , lane keeping assist system , 360-degree panoramic image, electric trunk, active closed air intake grille, gesture control, front-row mobile phone wireless charging, car air purifier , lane departure warning system, fatigue driving prompts and other configurations. Compared with the same level of joint venture car , this configuration is conscientious.
For example, EVOS is not low in appearance, adopting Ford's new family design language, the front face adopts the family's iconic Martin face, and a 3D parameterized scale grille. When unlocking the vehicle or carrying the key closes, it will show up and down when breathing, and it is full of ritual. You may not like the model of crossover SUV, but I have to admit that the appearance of this car is not low.
In addition, it also provides you with a 238 horsepower 2.0T engine, matched with an 8AT gearbox, with strong power performance and only 6.6 seconds to accelerate from 000 yuan. In this era when fuel consumption is the lifeline, it is not easy to get this power.
From the above, we can see that EVOS is indeed deliberately trying to please domestic consumers, but Volkswagen may still have a hand. It did not tell Ford that even if you have thoroughly studied Chinese people and launched products according to their preferences, you may not be able to sell them well.
First, you don’t have the brand appeal of the public. Sunroof, large screen, 2.0T+8AT, this combination of punches, if you put it on Volkswagen models and sell it at this price, it may be robbed. But unfortunately, your name is Ford, and you did not have the preconceived idea like Volkswagen, and have established generations of people's brand awareness of Volkswagen . Moreover, odor doors, broken shaft doors, and transmission doors have seriously affected the reputation of the Ford brand.
Second, you shouldn't launch Mondeo , and slap yourself in the face. Is Ford EVOS cost-effective? Before the new Mondeo was officially launched, I think it has it. However, with the launch of Mondeo, users who bought EVOS will only feel back-stinged. The same powertrain has a lower configuration, but the price is 40,000 yuan lower. Who can I ask for? How do you sell EVOS?
Third, crossover models are too niche. It adopts a crossover design with a hatchback. Although it looks unique and trendy enough, in the mainstream consumption areas of more than 100,000 or 200,000 yuan, consumers are more willing to choose standard sedans or SUVs with more practicality. The positioning of EVOS itself is niche, and the high pricing and Mondeo's backstab make EVOS even more marginalized.
fourth, fuel consumption is too high.What Volkswagen did not tell Ford is that Chinese people actually care about fuel consumption. The combination of Volkswagen's turbocharged plus dual-clutch transmission is almost the most fuel-efficient among fuel vehicles of the same level. Ford's EVOS is equipped with a 2.0T plus 8AT, which has strong power, but has high fuel consumption. With such a high oil price, it takes courage to support it. The sales of
EVOS seem to be telling Ford, don’t learn it, you can’t learn it. EVOS is a good car, and it is also trying to cater to domestic consumers, but it is a little worse. In comparison, the new generation of Mondeo seems to be more pleasing to the Chinese people. If it can be equipped with a dual-motor series-parallel hybrid system, it seems to be close to perfection.
