At this Guangzhou Auto Show, Ford left the C position to Focus because it launched a new Safari version. So far, the Fox family has four versions: hatchback, sedan, Active and Safari. Look at the entire Ford platform, except for Ruiji, all are familiar faces. Mondeo, Ruijie and Escape are all models that have been renewed since 2013. They have not been renewed. The relatively young one in the family is the introduction of the domestic Taurus in 2015, but it is also the most inexistent model. Now it's 2020, and Ford has brought this lineup to participate in the auto show. It makes people think of whether Ford is exhausted?
, like GM, the Ford brand went smoothly from entering the Chinese market to the fire. Its Mondeo and Focus two main models were quickly sought after by consumers. Among them, Focus has made a leap thanks to its popularity in the rally ring. Become a star model at the same level, as famous as Volkswagen Golf. However, I personally prefer the Mondeo, because it is the model that gave me the first impression of American cars with sufficient materials. It is an authentic American car at all costs for the chassis and sound insulation. In that era, you can hardly imagine that Mondeo would be squeezed by the Accord Camry more than ten years later.
Unfortunately, Mondeo will succeed and Mondeo will lose. With the decline of the Ford Empire in the Chinese market, Mondeo's "odor door" was the fuse. The fourth-generation Mondeo was launched in the Chinese market in 2013. It has a look comparable to Martin and the control of the same level as a sling. The sales volume is very popular. But it didn't take long to sell, the Internet began to burst out Mondeo interior smell serious. Until 2015, consumer rights protection began to explode. Later when we all thought that Mondeo would be recalled because of this incident, Ford fell into the "broken axle door" again in 2016. This time it was no longer a Mondeo model, but almost covered all Ford products at the time, with the most cases. The ones are Mondeo and Escape. Finally, Ford recalled the Escape model.
After experiencing the "odor door" and "broken shaft door", Ford seemed to trigger a sliding switch. The previously sold Mondeo and Maverick suddenly became invisible, and the sharp world that had been biting Highlander was also beginning to slightly Significantly tired, the newly introduced flagship product Taurus is even more popular. In the end, Ford was left with two chips, Fox and Fox.
If Ford’s public relations were responsible for the previous two incidents, then Ford would be responsible for this strategic wrong decision. From the sales curve, we can see that Fox's sales have fallen into the monthly sales range of 10,000 units since 2018, and the turning point of Furuis' sales is November 2018, which is exactly the time when the two three-cylinder models were launched.
Data source: Sohu Motors
might not even Ford himself expect, the market's reaction was so fast, the three-cylinder machine overturned all the market reputation that Fox had accumulated before. Buick and Chevrolet were also hit hard by the sales of three-cylinder engines. Yinglang, Weilang, Cruze, and Kovoz were originally the main sales force, but all of them were sent to the future due to GM's wrong market prediction. Now Yinglang knows how to get lost, and has replaced it with a 1.5L four-cylinder engine, and sales are obviously strong.
also don't know what wrong interpretations American car companies have made on the market, making them stuck in the pit of three-cylinder engines. Chinese consumers' acceptance of new things is very low, which means that the cost of market education is very high. If you try to be the first to eat crabs, the benefits will be considerable, but if you fail, the wound will heal itself for a long time. The decision to switch the entire Fox series to a three-cylinder engine is tantamount to using the pillar of the entire brand as a bargaining chip. In the end, Ford lost. The launch of
safari version of Fox for this segment of the market has a monumental significance, but in the face of the lingering Ford, it appears dim. In order to alleviate the current situation in the Chinese market, Ford still has tips in hand. New car replacement is the simplest and rude solution. Mondeo, Sharp and Escape have all come to the end of their life cycle, and the replacement should not be far away. And if Ford doesn’t want to wait, then it should consider letting Fox and Fox re-use four-cylinder engines. Although the
three-cylinder engine can cope with the new emission regulations well, But it is always a transitional product, and the transition time passes faster than imagined. The most reliable thing is to accelerate the development of new energy products. The Japanese system has realized the application of diesel-electric multi-engine power, and the German Volkswagen has taken the lead in releasing the ID family, which is one step ahead of traditional rivals in new power products. Shouldn't Ford reflect on what technology he can use to deal with this critical transition period?
