Faced with the fiercely competitive Chinese automobile market, Changan Ford broke through itself, opened up a new market segment, and launched the Focus "crock" model to meet the challenge.
On November 20, Changan Ford launched the Focus "Crock" model, which was officially launched at the Guangzhou Auto Show.
It is reported that the Fox "crock" model adopts a new design language in its styling, incorporating the elements of the crock model into it, and the slender body shows a sporty texture. Among them, the "crock" model generally refers to the station wagon, which is raised from the trunk of the sedan to flush with the roof. Therefore, the internal space of the Fox "crock" model has been greatly improved, and it can be installed as an indispensable feature.
It is worth mentioning that this is the first time that Changan Ford has introduced a station wagon, which has opened up new market segments while enriching its product matrix. In fact, this type of model has been relatively popular in overseas markets before, but rarely seen in the Chinese market. In 2006, FAW Mazda launched the Mazda 6 Wagon, which was also a model of this type, but then it was forced to stop production due to sales of as low as 3,500 vehicles. The sluggish performance in the domestic market has caused most car companies to be reluctant to challenge this market segment. Therefore, the arrival of the Focus "Crock" model is a challenge and an opportunity for Changan Ford.
On the other hand, the Focus of the Focus "crock" model entered the Chinese market as early as 2005, and has been with Changan Ford since its early development. At that time, Changan Ford introduced the European version of the Focus into domestic production, and launched the sedan and hatchback versions of the Focus. In 2012, the third-generation Fox was officially launched in China and won the car brand sales champion in 2014. The launch of the fourth-generation Fox in 2018 is in line with the overall upgrade of the times and has left a deep impression on many people. Therefore, the 15 years that Fox has gone through in the Chinese market have undoubtedly laid a solid foundation for the "Crock" model.
However, looking back on the development of the past two years, the performance of Fox and even Changan Ford is not optimistic. In 2018, China's auto market began to decline, the entire auto market was wailing, and negative sales growth became commonplace for major auto companies. However, this situation has not improved with the passage of time. At the beginning of 2020, the sluggish situation of the entire automobile market affected by the epidemic has become even worse, and most companies have fallen into a state of stagnation. Afterwards, as the epidemic improved, most car companies began to gradually show signs of recovery in April. The same is true for Changan Ford. After the transition in the second and third quarters, sales stabilized in October, completely out of the haze. In October this year, Changan Ford sold 26,300 vehicles, a year-on-year increase of 43.2%; from January to October, cumulative sales of 193,400 vehicles, a year-on-year increase of 31.4%. Among them, in the first ten months, Ford Ruiji, the new sixth-generation Ford Explorer and other products have enabled Changan Ford to achieve a year-on-year growth of nearly 60% in the SUV segment, becoming the main force in sales; its Mondeo achieved year-on-year and month-on-month double growth for three consecutive months . Although the sales rebound has gradually stabilized, Changan Ford still faces huge challenges. In 2001, Changan Ford entered the Chinese market before GAC Toyota, Dongfeng Honda, Dongfeng Nissan and other joint venture brands. As the forerunner of this industry, Changan Ford experienced a difficult period in the early days of its establishment, and in the future there will be a period of high light with annual sales of nearly one million. Now it is missing in the sales rankings, lagging behind other joint venture brands. In the highly competitive Chinese market, Changan Ford's rivals are far more than joint venture brands. The rapid development of self-owned brands Trumpchi, Aian, Great Wall, Geely, etc., as well as the rise of new forces such as Weilai, Xiaopeng, Ideal and the foreign brand Tesla, are facts that Changan Ford has to face.
Therefore, Changan Ford faces unprecedented challenges. The arrival of the Fox "crock pot" undoubtedly helped the development of Changan Ford. At the same time, reopening a new segment of the market is also a huge breakthrough and challenge for Changan Ford.
original author: Xiong Yan
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