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"Ford China 2.0 Strategy" released, put forward the "Ford China Product 330 Plan", according to which Ford will launch more than 30 new Ford and Lincoln models specially built for China in the next three years, of which more than 10 are new energy models. and step up self-driving research and development.

According to the new strategy released by Ford, Ford will mainly focus on five major plans: accelerating product research and development and delivery, developing intelligent technology, deepening strategic partnership, persisting in innovation and training local talents. Product strategy as the primary goal of the plan, Ford put forward the "Ford China Product 330 Plan", according to the plan. Ford will launch more than 30 new Ford and Lincoln models specially built for China in the next three years. Among them, more than 10 are new energy models, and increase self-driving research and development efforts.

In addition, Ford will strengthen the localization of research and development and put forward a new "China Innovation Plan." Ford plans to further increase its investment in product centers in China, and will set up China Innovation Center, China Design Center, and New Energy Center. Ford will empower Ford's China Engineering Research and Development Center and joint ventures in China to do more vehicle development work for the local market.

Chen Anning, president and CEO of Ford Motor China, said, "it will take three years to restore the brand to a strong position and lay a real foundation."

Zhang Baolin, chairman of Changan Automobile, said that as the sales pillar of Ford, Changan Ford did encounter problems in the past two years, but Changan and Ford have had a long communication and reached an agreement on this. "over the past decade or so, China's auto market has maintained rapid growth, and Changan Ford has also received a share of the cake in this rapid growth. But Changan Ford's growth is driven by product power rather than brand, which has created a huge gap in Ford's brand image in the Chinese and American markets. It is obvious that the hundred-year-old brand has not really been established. "

Ford Motor is one of the top five automobile companies in the world, and it is the first manufacturer to introduce the production line model into automobile production, but in recent years, Ford's reputation in China is not as good as before, and its sales are mediocre. According to the data, Changan Ford sold 827000 vehicles in 2017, down 14 per cent from a year earlier, while Changan Ford sold only 377800 vehicles in 2018, down 54 per cent from a year earlier.

Recently, the New York Times reported that Ford's joint venture in China, Changan Ford, had begun to lay off thousands of employees, mainly because of the rapid decline in Ford's sales in the Chinese market. According to the news, Changan Ford's production capacity at three large assembly plants in Chongqing is largely idle. At present, the production capacity is less than 1% of the total production capacity, and production has also changed from three shifts to single shifts. Changan Ford, once proud of Changan Group, has long been far away from mainstream joint venture car companies after years of "decadence", so it is not surprising to reduce production and lay off staff.

A few years ago, while the major brands were advancing by leaps and bounds, Ford went downhill. Models such as focus and Wing Tiger, which were once generous and brilliant in China, had stepped off the altar, and on the network, car owners complained about the unusual noise and setbacks of their gearboxes, engine oil leakage, broken axles and other problems are also numerous, and its quality problems seriously affected its brand reputation and recognition, which is also one of the important reasons why Ford's sales in China were blocked.

Looking back on Ford's performance in China over the past few years, it is time for this company to reflect on what made this "century-old car company" fall from a mainstream car company in a short period of time to the point where it has been abandoned by the market. Last year, China's auto market declined for the first time in more than 20 years. China's auto market has entered a cold winter, and major car companies are facing great pressure, and Ford, which is in decline, is also a critical time to adjust its strategy.

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