AutoBeta(AutoBeta.net)12/11 Report--

Changan Ford reported November sales of 18802 vehicles, down 23 per cent from a year earlier, and a cumulative sales of 166078 vehicles in the first 11 months, down 53.9 per cent from a year earlier. Both monthly and full-year declines have narrowed, but Changan Ford still faces greater difficulties.

Ford's sales in China have fallen for three years in a row due to problems such as slow product updates. In 2019, Ford accelerated the progress of new product launches, reorganized its Chinese executive team and sought to restore its business in China. Ford launched new models this year, including the new Fox Active, the new Ruijie ST/ST-Line SUV, the new Taurus, the Ford F-150LTD pickup truck, and the pure electric SUV leader EV. Even so, Ford has yet to stop its sales from falling.

In terms of follow-up new cars, Changan Ford Escape will be sold in the same room with Wing Tiger, and will begin to produce Lincoln Corsair domestic models at the end of the year, as well as domestic Ford explorers next year.

In terms of executive team, in 2019, Ford formed a new leadership team composed of local talent, with Chen Anning as the head of Ford Motor Company Group Vice President, President and CEO of Ford Motor (China) Co., Ltd. After taking office, Chen Anning successively recruited former Bowo executives such as Yang Song, Huo Jing and Xiong Yi to join. Ford's move is aimed at accelerating a reversal of the continued decline in sales in the world's largest car market.

Sales fell sharply, resulting in a loss of performance. Ford made a profit loss of $281 million (1.976 billion yuan) before interest and tax in China in the first three quarters of 2019, down 26 percent from a year earlier, according to the report.

Ford Motor said a few days ago that it expects its loss before interest and tax to be reduced by nearly half in 2019 compared with the same period last year, and that its loss before interest and tax in 2020 will be nearly half that in 2019.

On September 27, 2019, Changan signed a deepening cooperation agreement with Ford and issued the Changan Ford acceleration plan. According to the plan, Changan Ford will launch at least 18 new models in the next three years, and the new Ford explorers will make China next year. Changan Ford Research Institute will be established to speed up product development and testing capabilities for Chinese customers. and speed up the localization process of new models of the Ford brand and Lincoln brand; accelerate the improvement of marketing ability.

Ford's search to stop the decline in sales and emerge from the quagmire of losses has become a core issue for the brand, and restoring performance in China still requires the launch of more marketable models. Ford's "big ups and downs" in China confirms the great changes in China's automobile market in recent years, as well as the current situation of intensified competition.

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