This may not be Ford's original intention, because the two cars are taking completely different roads. However, if any seven-seat medium-sized SUV wants to sell well in the China market, it must face the mountain of Highlander, so there is never a lack of comparison between the two cars in the cross-evaluation.

Compared with Highlander, Ford Sharp has won all competitions.

Even though Highlander will be replaced this year, it still insists on the sales principle of buying a car with decorations and fine products. Ford Sharp set the price after the change in the middle of last year, and then offered thousands of discounts, but in the end, most consumers chose Highlander, but Sharp has no small advantage in product strength compared with the current Highlander.

Ford Sharp is very easy to drive, and my colleagues were invited to test drive back. Three powerful things give Sharp the best driving sense of its class. With the maximum power of 2.0T engine 180kW and the maximum torque of 390N.m, coupled with Ford's excellent chassis tuning, this car is much more sporty than the current Highlander. At the same time, the sharp edge with multi-layer sound insulation glass is also superior to Highlander in NVH suppression.

In terms of configuration, Sharp is obviously more sincere. The whole system comes standard with tire pressure display, rear radar, cruise control, keyless entry, active closed air intake grille and 12.8-inch central control panel. On the best-selling two-wheel drive Haorui 7-seat version, there are also induction wipers, full-speed adaptive cruise, induction trunk, leather seats and main and auxiliary electric seats with heating function.

In addition, Sharp's 12.8-inch vertical central control panel, although a bit of a cottage model, is fully functional. Now the trendy functions, such as booking take-away tickets, are equipped, and the voice recognition system has high accuracy and fast response.

Highlander has a length of 4890mm and a wheelbase of 2790mm；; Sharp has a length of 4878mm and a wheelbase of 2850 mm As a medium-sized SUV, both cars have a wide space. When the rear seat is adjusted to the bottom and the backrest is adjusted to the maximum inclination angle, the leg space of the two cars is extremely open, and it is not a problem to cross your legs. However, there are electric adjustment and electric reclining in the back row of Sharp, which makes it more convenient to get in and out and adjust the position.

The cost performance is better than Highlander, and the configuration at the same price is far ahead. Then why can't Sharp sell Highlander? Perhaps only second-hand car dealers can explain that Highlander has always been the most sought-after financial management in the second-hand car market, while the rate of preservation in Sharp is only the average among peers.

It's just a little trust.

After the "crash door", people pay more and more attention to car safety. Two days ago, I brushed the 20 19 Ford Forex crash test video at China Insurance Research Institute. Judging from the crash test, the safety of Ford's basic model is quite good. Of course, this cannot be used as evidence of Ford's safety in Sharp, but through this cheapest basic model, we can see that Ford is actually trying to regain the trust of consumers.

Compared with Highlander, Sharp's products are not weak, but their cost performance is far better than Highlander's, only losing the rate of preservation. There are many factors contributing to the high rate of preservation of Highlander, the most important of which is the unconditional trust of consumers and even allowing dealers to increase their prices. What the sharp world lacks, or what the Ford brand lacks deeply, is the unconditional trust of consumers.

The first half of a story goes like this: an old man will pick his own figs every season and sell them in the city. After a long time, everyone knows that the fruit sold by this old man is the sweetest and most fragrant. Even if the price is the most expensive, the old man's figs will soon be snapped up by new and old customers. Later, in poor health, my son took over the business of selling figs, but even if the price was cheap, few people stopped in front of his son's fig stall and eventually rotted a lot.

The same fig is sold by two people under completely different circumstances. Small cities have a stronger human touch, and the face of the elderly has become a brand effect, or trust between people. Ford is like an old man's son in China. The food is very good, but people just refuse to believe that the figs they sell are sweet.

A Ford dealer in the second and third tier markets said: In the second half of last year, Ford came to Sharp, and several new cars of Sharp have regained hope. This year, Ford will have several competitive models on the market, so it is ready to continue its struggle with Ford.

Ford's cars, especially several new cars such as Sharp, are very competitive. What's more commendable is that Ford's brand value can support the price of 200,000 to 300,000. The end of the "fig" story is that the old man's son won people's trust and founded a famous fig product processing company in China, but Ford's story is not over yet.

I remember that at Sharp and Sharp's press conference, when the price was announced, the dealers in the audience cheered because the price was really awesome. Compared with Highlander, Sharp's starting price of 229,800 yuan is really conscience, while Sharp's starting price of 2.0T+8AT rear four-wheel drive189,800 yuan makes many competitors feel uneasy. The dealer finally said this: he believed in Ford, and I believe more people will believe in Ford like him.

Write it at the end

Last year, Ford released the China Market Trust Plan, renamed it Ford China, and shouted the slogan "More Fords, More China". It is not a simple matter to regain trust and confidence. The strength of Japanese and German departments has been accumulated for many years, and the decline of Korean departments and legal systems is not caused by a simple reason.

Back to the original topic, compared with Sharp, Highlander won everything except the hedge ratio. Therefore, I personally think that Sharp has more reasons to buy than the current Highlander.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.