Looking at Ford's performance in China market in recent years, it has actually been marginalized, making people inside and outside the industry feel a cold sweat for Ford. Fortunately, Ford, as a global automobile tycoon, has strong strength and obvious self-repair ability.
20 1 8165438+1October1,Chen Anning officially became the vice president of Ford Motor Group and the president and CEO of Ford Motor China Company. Prior to this, Chen Anning was the general manager of Chery Automobile Co., Ltd. ..
During his tenure at Chery Automobile, Chen Anning has been committed to reforming the R&D system, presiding over the work of Chery Automobile Research Institute, leading the development of iAUTO technology platform and promoting the formation of V-shaped forward development system. In Ford China, Chen Anning's task is more about how to pull Ford back from the edge to the mainstream.
At the 20 19 Shanghai Auto Show, the Ford booth was much more lively than expected. Among them, the brand-new Ford Yidong ST-Line, the brand-new Ford Sharp ST and ST-Line, and the brand-new American luxury pickup truck Ford F- 150 LTD have attracted a lot of attention. Coupled with the launch of the new Focus at the end of last year, a brand-new Ford lineup has been formed. Judging from Ford's situation, the success or failure of these new cars will directly affect the fate of Ford China.
After the Ford conference, Chen Anning also accepted an interview with the car gourd circle and answered a series of questions about Ford China.
In fact, consumers who are concerned about China automobile market should know that Ford's continuous downturn in recent years is out of touch with China automobile market. In other words, Ford didn't see clearly the current situation of China automobile market. On the other hand, American brother GM is doing well in China and has a very clear understanding of the China automobile market. Not long ago, Ford's slogan "More Ford, More China" was also considered to be somewhat contradictory.
In this regard, Chen Anning explained: "Strength, spirit and wisdom are particularly suitable for China's contemporary consumption concept. We must correctly convey Ford's future development concept. We must combine Ford's best strength in the world with the best characteristics of China's automobile industry and market. "
Chen Anning said that Ford China also realized that it was out of touch with the China automobile market to some extent. Next, Ford will combine the characteristics of China's automobile market and launch a model that China consumers are willing to accept.
After the brief glory of "15 15 plan", Ford's performance was lax. In recent years, with the rapid development of China's automobile market, the lax Ford quickly fell behind.
Therefore, in recent years, Changan Ford has fallen sharply, and Ford China has a great responsibility. Ford China put forward the 2.0 strategy, and plans to launch more than 30 new models in the China market in the next three years. Can this 2.0 strategy reproduce the brilliance of "15 15 plan" and achieve the ideal sales target?
"Not only sales volume theory" is Chen Anning's point of view. He believes: "From the perspective of the whole industry, the decline of the automobile industry and the pain that dealers are experiencing now are largely caused by the short-term' sales theory' in the past. The company pays more attention to efficiency and future development prospects. "
Regarding the dealer inventory crisis, Chen Anning replied: "Effective measures have been taken, including establishing a retail-oriented (rather than wholesale-oriented) sales strategy to help dealers reduce inventory and stabilize transaction prices in the terminal market."
Changan Ford occupies half of Ford China, and the importance of Ford can be imagined. The progress in recent years is not satisfactory, which gradually makes the outside world have some doubts about the relationship between the two sides. Chen Anning said that the communication with Changan is 200% smooth. In terms of layout, we should also dare to inject new vitality into Changan Ford and take the initiative to change in the rapidly changing market.
For the future China automobile market, Chen Anning also expressed optimism: "If the layout direction is correct, even if the current market situation is difficult, automobile enterprises may still achieve long-term development. As a car manufacturer, we should actively choose and create opportunities to lay out the layout for returning to the fast lane of development in the future. "