AutoBeta(AutoBeta.net)02/02 Report--

On January 28th, Ford China officially released a Weibo with the words "China, We are coming", accompanied by a publicity poster. Soon after the release of the Weibo, it sparked a heated debate among netizens because the copy of the poster was "2021 Chinese year of the Horse".

Many people find it strange to see here. Isn't 2021 the year of the Ox? how did it become the year of the Horse? Could it be Ford's copywriting error and the emergence of typos?

As a result, many netizens complained about such a low-level mistake in Ford China under the Weibo. Some netizens even joked directly, "in ancient times, Zhao Gao referred to deer as horses, but now Ford does not know cattle and horses."

In the face of complaints from netizens, Ford China did not immediately delete the Weibo, and even retweeted comments from car blogger "Fat Brother Yang Li" that Ford will introduce MUSTANG MACH-E this year, the first year of electric Mustang manufacturing in China, so it is called the "Chinese year of the Horse". At this point, many netizens think that this is a deliberate effort by Ford China, which is actually a marketing campaign.

On the same day, Ford China posted a poster on Weibo with two horns added to the word "Horse" in "2021 Chinese year of the Horse", which seems to imply the real "year of the Ox". However, the reversal of the plot did not buy netizens, and many netizens criticized Ford's "smart" behavior in China, and began to feel that there was something wrong with Ford's initial posters in China, but it was just a forced interpretation. the effect from "real rollover" to "fake rollover".

On the afternoon of February 1, Ford China posted a Weibo response: the previous tweets about MUSTANG MACH-E 's home-made tweets were not rigorous and accurate, causing misunderstandings and troubles in the process of dissemination. We humbly accept criticisms and suggestions, and sincerely thank you for your concern, supervision and correction.

At present, Ford China has deleted the previously released Weibo, and the latest poster has changed "2021 Chinese year of the Horse" to "China, here we come". In fact, Ford is obviously ready for this apology. From the beginning of the first poster, some people only focused on the obvious wrong word "2021, Chinese year of the Horse". In fact, clicking on the bottom 3/4 of this poster picture is the product information of Mustang MUSTANG MACH-E. On the other hand, regardless of cattle and horses is obviously not a copywriting mistake, but to do so. Ford can make it easier for people to participate in the discussion of this boring topic with this excuse, and then spread an apology. Of course, in terms of effect, it does attract more attention than a serious official poster, not to mention how high or low, beating children on rainy days is also idle, the public and the media are also happy to participate in such a way for everyone to find fault, we have to say that it is only the sadness of marketing creativity, the purpose of marketing has simply become equal to influence, the real brand power? Still have to return to the positive product power dissemination, the accumulation of the heart.

According to Ford's plan, the Ford Mustang Mach-E will be introduced into China this year and will be produced by Changan Ford, and the domestic version of Ford Mustang Mach-E will be unveiled at the Shanghai Auto Show as early as April.

According to the official picture released by Changan Ford, the Ford Mustang Mach-E continues the appearance design of the overseas version of the model, with a blackened grid on the closed front face and a number of raised lines on the hood, making the front face look relatively domineering. In terms of body size, the length, width and height are 4739/1881/1621mm, and the wheelbase is 2984mm.

Ford Mustang Mach-E also continues the interior design of overseas versions, with a large vertical central control screen to create a strong sense of technology, which has obvious advantages over the interior of Model Y. On the power side, Ford Mustang Mach-E will launch two-wheel-drive models (standard and long-range versions) and four-wheel-drive models.

As we all know, Ford Mustang (Ford Mustang) is a civilian sports car of Ford Motor. It launched the first production version of Mustang in 1964 and has a history of more than half a century. It is worth mentioning that although Ford Mustang will be made in China, it cannot be named after "Mustang" because Sichuan Mustang Motor Co., Ltd. sued Ford Motor (China) Co., Ltd. in February 2016 for its Chinese name (Ford Mustang) and its duplicate name to Chengdu Intermediate people's Court for suspected trademark infringement, seeking compensation of 10 million yuan. Chengdu Intermediate people's Court issued a judgment of first instance in January 2018. Sichuan Mustang Motor Co., Ltd. won and won 1 million yuan in compensation. Ford MUSTANG will no longer be able to regard itself as a Mustang in China. Of course, the Ford Mustang Mach-E will still be called the domestic model of the Ford Mustang, as for whether to use the "Mustang" trademark, in fact, it is not so important!

It is understood that Tesla Model Y, the main competitor of Ford Mustang Mach-E, currently sells the Model Y entry model for 339900 yuan. With reference to the US version of Mustang Mach-E, its entry-level model is added to US $42895 (about 277000 yuan), and the domestic price will go down further, so you can enjoy new energy subsidies, and the pressure of Model Y is still relatively great. As for whether consumers will choose the new Tesla Model Y or the historic Ford Electric Mustang, follow-up sales will prove it.

Figures show that Ford's cumulative sales in China in 2020 were 602600 vehicles, up 6.1% from a year earlier, the first time the company has achieved sales growth since 2017.

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