Claimed to have more than 10,000 orders, only 1,560 units were sold in May.

Car industry

2024-06-28 15:55Creator in the automotive field

Speaking of Ford, many people may not be cold, but if it comes to Volvo and Jaguar Land Rover, don't forget that Volvo and Jaguar Land Rover once belonged to Ford, so Ford still has a lot of capital to stand out from the crowd. Especially in the off-road circle, Ford F series pickup trucks and Ford Bronco are praised by many car lovers because of their excellent off-road ability.

After Xiangdong Ping defeated Jiangling Ford, his successor Liu Jisheng also began to promote the transformation of Jiangling Ford, and the brand began to focus on Ford's vertical and horizontal, and Jiangling Ford's focus on pickup trucks and off-road products in terms of products. It has successively introduced the domestic Ranger RANGER pickup truck and the hard-core SUV Bronco, of which the Bronco is the current Ford Liema, the new car and the tank 300 overlap in positioning, and the price range also overlaps, which is intended to open a new growth pole in the off-road SUV market.

△ Liu Jisheng, President of Jiangling Ford Technology and Manager of Ford Zongheng

For Liu Jisheng, Ford Lie Ma is undoubtedly his killer feature, and whether Lie Ma can succeed means that Liu Jisheng can lead JMC Ford out of the new market.

However, unfortunately, the sales data shows that the Ford Flame was not popular after its launch, and it was officially launched in April, with only 79 units sold in the first month of listing, and only 1,560 units sold in the first full month of listing, that is, in May. It is interesting to note that on the first day of listing, the car was claimed to have exceeded 10,000 orders, and the gap between the order volume and the actual retail sales volume was so large that it was somewhat suspected of being slapped in the face.

Judging from the product positioning and main competitors, the Tank 300 is undoubtedly a big competitor to the Ford Spirit. However, in terms of sales, the sales volume of the Tank 300 in May reached 6,062 units, far ahead of the Ford Liema, which also means that although the Liema has a deep product accumulation and brand advantage, it has not caused much diversion to the Tank 300 in terms of price and products.

From the product point of view, the Ford Liema is equipped with a 2.3T gasoline engine, a 10-speed automatic manual transmission, and a wheelbase of 2950mm, positioning it as a mid-size SUV. The Great Wall Tank 300 is more abundant, equipped with a 2.0T gasoline engine and a 3.0T engine, matched with an 8-speed manual automatic transmission, as well as a mild-hybrid version of the 2.0T gasoline engine and a 3.0T engine, the mild-hybrid version uses a 9-speed manual automatic transmission, with a wheelbase of 2750mm, positioning a compact SUV, and the price starts at 199,800 yuan, which is 100,000 yuan lower than the Ford Lima entry model.

Although the Ford Spirits and the Great Wall Tank 300 are two different models, they are inevitably compared together in the off-road vehicle market with a small capacity. Ford Lie Ma has more space, there is a joint venture brand as an endorsement, and the Great Wall Tank 300 has a rich choice of power, more cost-effective, if placed 10 years ago, the sales of Ford Lie Horse will not be weaker than Tank 300, but it backfired, why are more people willing to choose the Great Wall Tank 300 instead of Ford Liema?

I think that on the one hand, the tank 300 is preconceived, the second is by virtue of the strength of Great Wall in the SUV field, and the third is that it has eaten the first wave of traffic on the rise of off-road fever, so it has quickly gained a firm foothold in the off-road vehicle market. As a follower, the domestically produced Ford Liema almost completely copied the foreign version in the model design, and there is still a gap between it and the general aesthetics in China, coupled with the high price, it is understandable that sales are sluggish.

Of course, if there are other reasons, the low popularity of Ford Lie Ma and the lack of sales outlets are also bottlenecks, after all, after-sales maintenance is also one of the important factors for users to consider, Ford Zongheng manager Liu Jisheng also said that he will speed up the layout of Ford Zongheng's outlets in 2024, but at present, it still needs to work harder.

Write at the end:

According to JMC Ford's strategic concept, the domestic production of Ranger, Liema and Ford F-150 will be the key to JMC Ford's transformation. At present, Ranger and Liema have been put into production one after another, but in terms of sales performance, it is tepid, how to revitalize these new products will be a great test of Liu Jisheng's management art.

(This article is originally produced by the editorial department of [Chejie] new media, and the sales data involved in this article comes from the comprehensive sales data of the industry released by the Passenger Association or third-party platforms, and some of the pictures are from the Internet. The author of this article is Lan Zhan, and his personal views are for reference only. ）

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