AutoBeta(AutoBeta.net)08/09 Report--

August 9, according to the car blogger "Sun Shaojun 09" revealed that Ford China for internal employees launched electric horse Mustang Mach E model in-house purchase activities, discounts up to 40%.

According to the picture content shared by the blogger, this activity is aimed at all employees of Jiangling Co., Ltd. and Ford Zongheng, and each person is limited to purchase 1 set. Specifically speaking, the discount rate of different versions of Mustang Mach E is in the range of 29%-40%, which is equivalent to the maximum discount of 40% for the employee purchase price of the car, and the discount strength is quite high.

Among them, the cheapest model is Yueshi rear-drive version, the suggested retail price of this car starts from 249900 yuan, and the internal purchase price of employees starts from 149520 yuan; while the suggested retail price of borderless rear-drive luxury version starts from 288900 yuan, and the internal purchase price of employees starts from 187520 yuan; the suggested retail price of wind-chasing all-drive luxury version starts from 349900 yuan, and the internal purchase price of employees starts from 248520 yuan; The suggested retail price of GT version starts from 369900 yuan, and the in-house purchase price of employees starts from 260520 yuan.

It should be noted that there are also restrictions on internal purchases. The picture content shared by the blogger shows that the employee's internal purchase price must be superimposed with "Employee Exclusive Ford Finance 3-Year Zero Interest Full Financing Loan" before it can take effect, and the loan shall not be settled in advance within one year; In addition, the active vehicle model enjoys the rights and interests of the same period of this activity batch (excluding the rights and interests of large customers and the rights and interests of gold sales); Discount shall be calculated according to the total vehicle price of the additional vehicle model, and the total vehicle price and vehicle allocation shall be subject to the actual confirmed vehicle source; See the above table for the active vehicle model and price.

According to "Auto Industry Concern," Ford Electric Horse is the first pure electric car model of Ford Electric Vehicle Division, produced by Chang 'an Ford and built on Ford's brand-new high-performance pure electric platform. In April 2021, Ford Electric Horse, a pure electric SUV owned by Ford, officially opened pre-sale in the Chinese market, with a price range of 275,900 yuan-389,900 yuan. The power is equipped with two driving forms: rear drive and all-drive. On October 11,2021, Ford Mustang Mach-E GT models were launched simultaneously worldwide; in December 2021, Ford Electric Horse officially opened in China. Ford Electric Horse mainly competes with Tesla Model Y after its launch.

As Ford China's electric "pioneer", Ford electric horse was once highly anticipated at the beginning of the market. At that time, Ford Electric Horse was operated by Ford China Electric Vehicle Division, and Chang 'an Ford was responsible for production and manufacturing. However, in order to accelerate the electrification transformation in China, Ford China announced in 2022 that it would independently operate China's electric vehicle business through Ford Electric Mach.

In October last year, Ford lowered the price of some models of electric horse by 20,000 yuan-28,000 yuan; in March this year, Ford Electric Horse announced that the inventory of all models on sale was cleared, and the price was reduced by 40,000 yuan. The preferential activity lasted until April 30, and the price range after preferential treatment was 209,900 yuan-329,900 yuan. However, despite Ford's two previous promotions, the car still failed to stir up waves in the auto market.

Earlier this month, Chang 'an Ford announced that, according to Ford's strategic transformation and business adjustment in the Chinese market, from August 1, the sales, after-sales service and user operation and maintenance of Ford Electric Horse will be changed from Ford Electric Mach Technology (Nanjing) Co., Ltd.(hereinafter referred to as "Ford Electric Mach") to Chang' an Ford Automobile Co., Ltd.(hereinafter referred to as "Chang 'an Ford"). That is to say, Chang 'an Ford officially took over the Ford Electric Horse China market operation. It is understood that after Chang 'an Ford takes over, Ford Electric Horse will cancel the original independent direct sales and join Chang' an Ford's product camp and sales channel system. At present, nearly 300 dealers are authorized in the first batch, and the number of outlets has nearly tripled, covering 70 key new energy cities nationwide. In addition, Changan Ford will fully upgrade Qualcomm's third-generation Snapdragon cockpit platform ("8155" chip) for all existing Ford electric horse owners after taking over, improve the response speed and intelligent level of the vehicle system, and provide owners with a more convenient and intelligent driving experience.

Why did Ford suddenly announce this change? Industry insiders believe the primary reason for ford's change is a prolonged slump in sales of ford electric horses. According to the data of the Association, the cumulative sales volume of Ford Electric Horse in 2022 was only 4860 vehicles, while the cumulative sales volume in the first half of this year was only 1182 vehicles, with an average monthly sales volume of less than 200 vehicles, which is quite different from the mainstream new energy electric vehicles in the current automobile market. In contrast, its rival Tesla Model Y sold 203,900 vehicles in the first half of this year.

As Chang 'an Ford's first pure electric vehicle model, to some extent, the appearance of Ford Electric Horse filled its gap in the pure electric market, but the car failed to bring sales growth to Chang' an Ford at the sales end.

Wu Shengbo, president and CEO of Ford China, said: "The operation of Ford Electric Horse will be transferred to Changan Ford, which will open a new chapter for Changan Ford and start with Electric Horse and continuously launch new products." Ford Motor will continue to leverage the strengths of Ford brands and Ford products based on the Chinese market, strengthen long-term cooperation with partners, adhere to sustainable development, and unswervingly complete the electric transformation."

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat