AutoBeta(AutoBeta.net)06/12 Report--

According to media reports, Zhu Huarong, chairman of Changan Automobile, said during a visit to the Changan Ford booth: "when the product is not strong, we rely on marketing tactics, please!"

On June 12, the 23rd Chongqing Auto Show officially opened. Although it is a regional auto show, the consumption pulling capacity of Chongqing Auto Show in the western region is obvious to all, so many automobile brands choose to release new models and new models at the Chongqing Auto Show. Take Changan Ford as an example, Changan Ford brought two new models at the Chongqing Auto Show, namely the Ruiji PHEV and Ford EVOS.

Ford Ruiji PHEV officially went on sale at the Chongqing Auto Show. The new car is equipped with a plug-in hybrid system composed of 1.5T three-cylinder engine and motor, and the price is 208000 yuan. From the point of view of appearance, the Ruiji PHEV continues the design of the fuel version of the Ruiji model, with a black grille on the front face and silver decoration, and the front lip, side skirt and rear guard plate are all designed in the same color as the car body. The interior of the new car is also designed with the fuel version, and the center console uses a symmetrical layout, but the dashboard does not use the full LCD dashboard of the fuel version of the high-end model, but a combination of mechanical hands and LCD screen.

Ford EVOS made its debut at the Shanghai auto show in April and made its debut at the Chongqing auto show this time. Ford EVOS positioning medium-sized sedan SUV, is a Ford model built for the Chinese market, there are no plans to launch in other markets. From the outside, the front face of the new car uses a large-size honeycomb grille, which is integrated with the sharp LED headlights on both sides. In terms of size, the length, width and height of EVOS is 4920/1920/1600mm and the wheelbase is 2945mm. In terms of power, the new car will be equipped with a 2.0T four-cylinder turbocharged engine with a maximum power of 175kW.

As the largest joint venture company under Changan Automobile, Changan Ford sells a lot of products, including Forrest, Ruijie, Boundary Explorer, Ruiji, Taurus, Fox, Wing Tiger, etc., but there are not many products that can support Changan Ford's sales. According to the data, Changan Ford's wholesale sales in May were 19480, down 20.17% from a year earlier. The cumulative sales from January to May were 99242, up 31.76% from a year earlier. In terms of specific models, Forrest sold 4453 vehicles, Ruiji 3000, Mondeo and Yihu 2668, explorers 1656, and other models less than 1000.

In recent years, Ford's business in China has experienced twists and turns. Ford sold 567000 vehicles in China in 2019, down 26.1% from the same period last year, of which Changan Ford sold 184000 vehicles, nearly halving the same period last year. In the face of the decline of business in China, Ford China issued a "2.0 strategic plan" to speed up the launch of new products, and successively launched new cars such as Ruiji, Explorer, Ruijie PLUS and so on. Data show that the cumulative sales of Changan Ford in 2020 was 21.4 vehicles, an increase of 16.1% over the same period last year. It is worth mentioning that the domestic suffered a serious epidemic in 2020, in this context Changan Ford still achieved year-on-year growth, the market performance is indeed commendable.

After entering 2021, due to the impact of the epidemic in the same period last year, Changan Ford's cumulative sales increased significantly, but from the point of view of monthly sales, Changan Ford's sales began to decline again in early summer, including 24.93% in April compared with the same period last year and 20.17% in May. Changan Ford has shown a lack of output.

In response to the remarks made by Zhu Huarong, chairman of Changan, some netizens said: "sales decline, do not look for problems in products, and attract consumers in marketing!" How can such a brand win the market? " , "it seems that we have no idea where the problem lies".

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