On December 30, 2014, Ford Fu Ruisi was listed in Tianjin, Suzhou, Xiamen and Chengdu at the same time, which was earlier than the original January 2015. In this regard, Changan Ford’s statement is, “To give consumers a New Year’s giftâ€. However, in the industry's view, this is Changan Ford's advance for the 2015 mid-level car battle.
The mid-size car is the largest segment of the Chinese auto market, accounting for about one-third of the domestic new car sales. The industry has always said that “the middle-class car has the worldâ€, the natural mid-level car is also a battleground for the military. It not only tests the marketing wisdom of car companies, but also concerns whether car companies can move forward steadily in the Chinese market. Now Changan Ford needs a car to upgrade its rankings, so Fu Ruisi came into being.
This is another model that is designed for Chinese consumers, like Lingpai and Mingtu. It has a beautiful appearance, a large space, a rich configuration, and a high cost performance. Looking at the product parameter list, it can almost meet all the needs of China's first family car purchase. However, this kind of localized play, after several exercises of international brands such as Hyundai and Honda, the freshness has long been lost, and the Chinese consumers who have gradually matured will become the sought after by Forex, and now it seems that The answer is not clear.
Fu Ruisi wants to do Ford "Lang Yi"
Inside Changan Ford, Fu Ruisi was placed with high hopes. “Chongqing No. 3 Factory now only produces one model of Forex.†Changan Ford insiders revealed to reporters that in order to ensure sufficient supply after the listing of Fu Ruisi, Changan Ford has been working since the three factories in Chongqing in November 2014. Furuis' production capacity is ready.
In fact, due to the sales of Fox, Maverick and Wing, Changan Ford’s production capacity is not sufficient, and it is specifically designed to produce a car with the capacity of a factory. This move is also regarded as a Adventurous behavior.
The adventurous Americans still decided to take a bold try. As the designer of the carnival model, Ma Ruilin, president of Changan Ford, told the 21st Century Business Herald that in order to design this model for the Chinese market, they have visited many Chinese families to listen to the needs of consumers. In his view, after meeting these needs, there is no reason why Fu Ruisi will not be sold.
This is indeed a product that Ford can't fail. Three years ago, with the opening of the new Focus, Changan Ford, which has been on the mainstream, miraculously "salted fish turned over." Now, under the battle of three brands of two brands, Changan Ford is already a force that cannot be ignored in the mid-size car market. However, the mid-level auto market has always been fiercely competitive and infinitely variable. Changan Ford, who wants to squeeze into the first camp of the joint venture car company, is no longer satisfied with the performance contribution of the new and old Fox more than 30,000 vehicles per month. They want to cut a bigger cake in the mid-level car market, and this responsibility falls. Forreus's body.
"We feel that using one product in such a large market cannot be covered. And China is so big, different consumers have different needs. We need to increase market share and attract more consumers. We must have more. Different products.†Liu Wei, general manager of Changan Ford Sales Company, told reporters that in the current mid-level auto market, the demand for household vehicles has shown a significant growth trend, so the market positioning of Furuisi is mainly around the family.
In Changan Ford's plan, Fu Ruisi played a role like Volkswagen LaVida, with a sales price of 96,800 to 119.8 million yuan, which coincided with the starting price of the new Focus of 119,900 yuan. The two cars are the main family, one emphasizes the manipulation, this different style of the same level product combination is precisely the strategy that the public is best at.
According to Ford's idea, if Forex can succeed in one fell swoop and achieve a monthly sales of 20,000 or even 30,000 cars, then Ford will build on the new compact mid-size platform C1MCA of Voorice. More similar products, copy the spirit of the "snow doll" of the public. In this sense, Forex is also a pioneering strategic model.
Whose "hair doll" is more effective In fact, the emergence of Forex also means that the mainstream joint venture brands such as China, Japan, and Korea in the Chinese automobile market have products tailored specifically for the Chinese market. They gather a large space and cost-effective. High-quality, eye-catching and other similar elements, mainly aimed at mid-level car consumers in second- and third-tier cities. The highly overlapping product characteristics and market positioning enable the major joint venture car companies to enter the stage of tearing the “brand name†in the mid-level car market.
In this fierce fight, Volkswagen has become the only outsider to watch because of its superb brand power. Brand power is now also a key factor in determining the outcome of a car market.
"Products must be listed successfully, positioning must be very clear, the price is definitely not your position, the brand characteristics are." Liu Wei said that when everyone uses the same strategy to compete in the market, the factors that consumers choose products will turn to brand power. Under the promotion of the new Fox, Wing Tiger and Wing Bo, Liu Wei believes that Changan Ford now has the time to seize the market share of the mid-size car with brand power.
Changan Ford's actions have attracted the attention of competitors. At the Guangzhou Auto Show at the end of last year, Beijing Modern Executive Vice President Liu Zhifeng once told reporters of the 21st Century Economic Report that the Chinese auto market was mainly based on Japanese cars and German cars five years ago, and Beijing Hyundai’s competition targets are mainly aimed at Japanese cars. . Now, from the mid-to-high-end car market, the American cars represented by Mondeo have begun to rise. The spread of this brand power will directly affect the sales of mid-size cars. Therefore, Beijing Hyundai has now transferred its competitors from Japan to Japan and the United States.
In order to get out of the trough and regain its glory, the Japanese cars represented by Toyota and Honda have already begun to closely integrate the mid-size car market in 2013. The soon-to-be-listed Lingpai, Ralink and New Corolla are now another option for consumers to consider Forex, and they will join Beijing Hyundai in launching the most aggressive siege of the newly born Fortunes.
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