Mustang was born in 1964. The name "Mustang" comes from the famous fighter P-5 1 of the US Army Air Force during World War II. Wild horses have been loved by people all over the world since they were born more than half a century ago and have become the dream cars of countless people. But in China, the sales of wild horses have been tepid. What is the reason?
One reason: the price is too high.
Starting from 20 15, Ford introduced the sixth generation mustang to China, and the 2020 Mustang still belongs to the sixth generation product. At present, there are only three models on sale, and the prices are 369,800 yuan, 394,800 yuan and 390,600 yuan respectively. In addition to Mustang, you can also choose Audi TT, Toyota 86, Subaru BRZ, Mazda MX-5 and finidi Q60. Compared with these cars, wild horses have only two advantages, one is attractive appearance, and the other is strong power. (equipped with 2.3L turbocharged engine and 10AT automatic transmission, with maximum horsepower of 299Ps and maximum torque of 434N.m).
Mustang is a civilian sports car in the United States, but the domestic price range is close to 400 thousand, so the corresponding workmanship, quality control and materials are a bit out of line. Spending 400,000 yuan on the interior of Wuling, the hardcore fans of Mustang can be ignored, but the boys who take their sisters for a ride are a bit lacking in confidence. Such a high price directly leads to a great deviation in market positioning, which young people can't afford, ordinary families don't need it and rich people don't like it. Perhaps the success of America gave Ford blind confidence.
The second reason: the after-sales service network is not perfect.
Excessive pricing leads to low ownership rate, and after-sales maintenance can only go to 4S stores. Coupled with unstable quality, imported parts and other factors, resulting in high maintenance costs and time-consuming problems. The charm of entry-level sports cars also lies in personalized modification, and Mustang has done quite well in the United States. But in China? Compared with Toyota 86 and Hyundai Coolpad, Mustang is hard to buy even the original modified parts. Therefore, the imperfect after-sales network will also disappoint the owners who really love wild horses and have to sell their cars.
The third reason: insufficient marketing.
Marketing should give full play to the role of advertising. What is the advertising investment of paper advertising, TV and Internet? Where are the advertisements for airports, railway stations and bus stations? Have hotels, restaurants and shopping malls been laid? What is the activity organization frequency of Che Huiyou? These are the means of the last century, and the times may be different, but no matter what marketing methods are adopted, creating demand, excellent after-sales service guarantee and reasonable pricing are indispensable.
Market demand orientation is not a slogan, it will really determine the vitality of products. Wild horses are an attractive choice for young people. It is not only a streetcar that can meet the needs of commuting, but also a coupe that can meet the fierce driving occasionally. If Mustang does not change for the needs of the domestic market, it is not impossible to withdraw from the China market by blindly pricing first, then publicizing, and finally doing after-sales service slowly. After all, we already have products like Kline 03+, and when this love is not available, we will naturally seek alternatives.
Many friends think that the 2.3T Mustang is not a pure Mustang, and only consider the 5.0l V8 engine, but Bian Xiao disagrees with this statement. For more than half a century, Mustang's best-selling models are all entry-level versions, and small displacement has also helped Mustang survive the oil crisis. Most importantly, the dream car that young people can get through hard work is the values and competitiveness of Mustang. What's more, the maximum horsepower of 299Ps and the maximum torque of 434N.m are enough for most people to enjoy. Even a 5.0 Mustang with 466Ps horsepower and 556N.m torque, how many people can handle it? The 5.0-liter V8 Mustang, which has attracted the attention of fans, will not be introduced into China for the time being because of the emission problem of China 6. In addition, the state has recently refined the relevant regulations on parallel imported cars. Parallel imported cars will not be sold for medium-sized models that are not sold in China, and those who want to buy V8 Mustang iron powder can only sigh.
Let's compare the brilliant road of wild horses in America. It can be said that it is difficult to succeed.
First, the market positioning is accurate and the market is opened at a low price.
During the period from 1946 to 1964 after World War II, the American economy developed rapidly, and the younger generation born in the postwar "baby boom" grew up. They pursue a richer material life, advocate freedom more and want to release their passion more. Many people dream of owning their own sports cars. At this time, the "Wild Horse" with cool appearance, sufficient power and sufficient configuration came into being, and the price was only $2,368. On the first day of listing, orders exceeded 20,000, and sales exceeded1100,000 in just 20 months. The impressive record of Mustang has also led competitors in the United States to follow suit and compete to launch their own "small carriages". Everyone is familiar with Dodge Challenger and Chevrolet Camaro.
Second, assess the situation and adapt to the changes of the times.
/kloc-When the oil crisis broke out in the world in the 1970s, the American people could not enjoy the pleasure of large-displacement engines without restraint, while European cars and Japanese cars with smaller displacement and size were more in line with the market trend. In the face of the sudden oil crisis, the second generation Mustang adopted a smaller body, equipped with a 4-cylinder 2.3-liter engine, a 2.8-liter V6 engine and a 5.0-liter V8 engine, which proved to be a very correct decision. The second generation mustang continued the sales momentum of the first generation, and the practice of conforming to the times also played a positive role in promoting the vitality of mustang.
Third, dare to explore and innovate.
1979 the third-generation mustang introduced a 2.3L turbocharged engine based on the second-generation engine model. The more exquisite appearance and small displacement and high power personality also make it more like a European car. As the longest-lived generation in the history of Mustang, the sales volume of the third-generation model reached 2.6 million in 15.
1993' s fourth-generation mustang abandoned the small-displacement engine and was equipped with a 3.8-liter V6 engine and a 5.0-liter V8 engine. Although the fourth generation mustang has made great progress in power, control, configuration and workmanship, its sleek and streamlined appearance makes it lack of tough guy temperament. It looks more like a Japanese sports car, and with the high price, this generation of mustang has attracted a lot of criticism. However, the exploration and attempt of this generation of mustang has also accumulated a lot of experience for the research and development of subsequent models.
Fourth, pay attention to customers' opinions and publicize them appropriately.
Facing the criticism of the market, the fifth generation of wild horses inherited the classic design concept of the first generation of wild horses, and the muscular appearance was extremely impactful. The sales of more than 6.5438+0 million vehicles in the following ten years also proved how successful this generation of wild horses is.
In order to promote "Wild Horse", Ford has worked hard for half a century. Besides advertisements everywhere, people can also see wild horses in Hollywood movies and popular science documentaries. Especially with the blessing of heroes and tough guys in Hollywood movies, wild horses are integrated with the American spirit of pursuing freedom. This practice not only makes American young people flock to it, but also makes it have a large number of fans around the world.
The sixth generation Mustang was produced in 20 15, and its appearance is still fierce and its configuration is more modern. In particular, the "three vertical" taillights inherited from the first generation are seamlessly combined with innovation, which also makes this generation of wild horses capture the hearts of countless boys and girls.
Having said that, you must know that Mustang has a royal refit brand called "Shelby", which is equivalent to AMG, a cooperative refit factory of Mercedes-Benz. If you don't know, you can watch the movie "King of Speed Racing" to help you know more about carroll shelby of the American Motor Racing Hall of Fame. In addition to modifying the Mustang series, the famous Cobra, GT40 and Viper are all masterpieces of Mr. Shelby.
In the United States with a population of 330 million, Wild Horse has written a legend for half a century, and in China with a population of 654.38+04 billion, it is also necessary to adopt a way that conforms to China's national conditions, so that the legend of Wild Horse can be continued. Will Ford launch hybrid or electric mustang in the future? Let's wait and see.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.