On the one hand, they have to face the strong rebound of German and Japanese, driving the market share to climb all the way. On the other hand, mainstream independent car companies such as Geely and Chang 'an continue to arch upwards, encroaching on the site of joint venture cars. The weak, such as Dongfeng Renault, chose to leave in the dark. So, who will be the next Dongfeng Renault? It is conceivable that this fear pervades all second-and third-line joint venture brands in the bottleneck period.
However, after 2020, Changan Ford should be able to stay away from this worry.
/kloc-the cumulative sales volume in February and October reached 214,000 vehicles, with a year-on-year increase of over 30%. Explorers have become the sales champions of medium and large SUVs with more than 350,000 joint ventures, and nearly 70% of dealers have achieved profits ... Changan Ford's performance this year is a bit bright. Although it is not as mysterious as "The Return of the King", it is indeed the most obvious year of recovery in recent years.
The autumn wind sweeps away the fallen leaves, and the cold current of the automobile market strikes, and all brands, large and small, are affected. However, it is this round of cleaning and adjustment that has enabled this century-old brand to prove itself again in the China market.
"Now I can tell you clearly that Changan Ford will not return to that state two years ago, and the pace, extent and time of recovery will follow." Song Yang, president of Changan Ford's national sales and service organization, made such a promise when communicating with the media.
The reason for this confidence is not only because the sales figures and business quality of Changan Ford have changed greatly, but more importantly, relying on the "Ford China 2.0 Plan", Changan Ford has laid a good foundation on both the product side and the channel side, and it seems difficult to collapse again.
1
The product is "more China"
From the perspective of automobile production and sales, the reason why Changan Ford can return to the uphill road in 2020 can be simply summarized as the absolute compliance with the "Ford China 2.0 Plan".
Once, a series of events, such as the fall of millions of vehicles, the stall of star models and the great adjustment of organizational structure, pushed Changan Ford to the forefront. In view of this dilemma, Ford launched the "Ford China 2.0 Plan" specifically for the China market, hoping to reshape the development and changes of Ford in three to five years.
The year 2020 is the second year after the release of the Ford China 2.0 Plan. In the past period of time, Ford's five development plans and the related construction of four centers have been further developed. It is understood that Ford's talent structure in China has undergone a new round of construction, with 70-80% completed at present.
Under the slogan of "More Fords, More China", Changan Ford gradually established the initiative in China District and improved the localization of its products.
From the end of 20 19 to 2020, Changan Ford launched a variety of models headed by SUV, including Explorer, Sharp, Sharp, Fox Hunting and so on, which met the needs of domestic consumers.
Take the Fox Hunting Edition listed at the end of the year as an example. Compared with the European version, Fox Hunt has made many improvements, including front face, exhaust pipe design, passability and chassis height, which are aimed at China consumers.
In addition, Fox, Sharp and Explorers can meet the Chinese people's demand for "intelligence"-they are all equipped with SYNC+ Zhixing infotainment system, which is a brand-new in-vehicle entertainment system specially designed for China consumers by combining Baidu's leading artificial intelligence technology with rich domestic application ecology. Among the joint venture brand products, the functional level of this system is obviously ahead.
In June 2020, 165438+ 10, Changan Ford invested 70 million yuan to build a new design center in Shanghai, which also marked that Changan Ford's new car design will shift from overseas to China in the future. In Song Yang's words, they are really making cars for the market demand in China.
Even in the field of new energy, the principle of "Dofort, more China" will not change. For example, as the first product of Ford's electrification strategy and the representative work of transformation and development, Ford's pioneer pure electric SUV Mustang Mach-E will enter the China market in 20021year. Ford said that this car will definitely make personalized changes according to the needs of consumers in China.
Guided by "localization" and based on quality control, in 2020, the satisfaction of new car owners in Changan Ford rebounded rapidly, and the proportion of car owners recommending cars was even higher than that in the high-light period of previous years.
This is not the most gratifying thing.
The most rare thing is that the monthly sales of medium and large SUV explorers are stable at more than 3,000 vehicles, which shows that after a long crisis, Ford may not be able to enter the consumer's choice list for a certain period of time, but the reality proves that the Ford brand is still in the ranks of high-value brands in the China market.
2
The channel is healthier
Changan Ford's high-quality development is not only reflected in the increase in the proportion of high-value models, but also in the profitability of dealers.
In fact, in the silent period when there was no product launch before, Changan Ford dealers had problems from product inventory to capital operation, from service to profitability.
However, in 2020, when there was almost no opening in February and March, Changan Ford dealers realized a profit ratio of 70% for the whole year.
On the one hand, it benefits from the resurgence of high-value products, on the other hand, it benefits from Changan Ford's plan of "fixing production by sales".
"Since I came, we really haven't overwhelmed the inventory of another car. Moreover, cross-regional management is also constantly strengthening, hoping that dealers can calm down and sell cars. If the car keeps flying all over the sky, the price must be very low. For example, if you are a farmer, growing food will always be stolen by others. How can we grow good food? " In an interview with us, Song Yang once said this.
The success of dealers in turning losses into profits, on the other hand, inevitably means the efficient and pragmatic operation of enterprises.
This can be seen from the orderly management in the worst period of the epidemic.
During February and March of 2020, many car brands led their car sales to Tik Tok, Aauto Quicker and other video platforms. In this group of webcast troops, Changan Ford's team is particularly different. Their videos are particularly familiar with high frequency, and their creativity is refreshing.
It turns out that Changan Ford Sales Company, which firmly believes that "content is king", has specially prepared a huge material software for dealers to "mold". Moreover, under the guidance of scientifically formulated business policies, Changan Ford dealers have greatly reduced their burden and their morale is naturally high.
It is reported that in 2020, Song Yang will shoot and distribute training videos to front-line sales consultants on time every month 1. In the video, including Song Yang's explanation of the main models of this month, and what he wants to share with the sales staff. Song Yang said he was like a goalkeeper. He used to have to pass level 89 to communicate with the front line. Now, he wants to "pass the ball" directly to the striker and break the door quickly.
Wang Jinhai, vice president of Changan Ford's national sales organization, is responsible for re-introducing high-quality dealers and re-supporting the collapsed channels.
Generally speaking, a more effective distribution system is eager for Changan Ford to return to the mainstream.
three
Let's talk about it finally.
Every century-old brand has its roots in the historical turmoil, and Ford is no exception. As long as this old brand maintains the tradition of continuous technological innovation, it is actually possible to return to the mainstream in any market in the world.
However, as stated in the "Three-year Revitalization Plan" formulated at the end of 20 18, the goal of returning to the ranks of millions of sales by the end of 20021may seem too hasty, even if the products are strong, the Ford brand and Lincoln brand will "stop trading".
In fact, in the past two years, Changan Ford has been very practical and cautious. According to the core content of the plan, Changan Ford has basically completed the comprehensive upgrade of "research, production, supply and sales", and also