With the gradual maturity of the new energy market, more and more joint venture brands have begun to launch the first wave of joint venture new energy vehicles in the Chinese market. Many small partners feel that compared with domestic new energy, there is indeed a certain degree of gap in strength between the new energy of the joint venture brand and the domestic new energy. On the whole, the new energy vehicles of the joint venture are more like newcomers to the young drivers, and there are more components to test the water.
A few years ago, Ford (imported) did bring a plug-in model C-Max that seemed quite forward-looking at the time, but in 2016 at that time, new energy was not the mainstream of the domestic market. In addition, the army of domestic new energy has not yet risen at that time, although it felt that the car was not bad at the time, but today, Ford's new energy does not seem to have made much progress.
Turning around, let's take a look at the joint venture Changan Ford, in order to share the "big cake" of today's Chinese new energy market, we had to take advantage of the situation to bring the Ford electric horse. It has been more than two years since the Ford Electric Horse was launched, with the highest monthly sales of only 1,535 units, and the rest of the monthly sales of less than 800 units, and the total sales volume is only less than 10,000 units.
Compared with Changan Ford's previous achievements in the fuel era, it is now uninspiring. Even if the sentimental card of Mustang is played, coupled with the launch of the 2024 new car, the old model has been discounted by 40,000 yuan, and the sales volume has not improved so far.
One of the main reasons for the car's feelings,In addition to the fact that the product positioning is relatively niche, there are some reasons that it is not born at the right time and the marketing is far inferior to the new power brand, so this car can't play in the Chinese market.
Speaking of the wrong time, you can look back at the scene of the new energy market when the Ford electric horse was just launched in 2021, just in time for the period of the chip ** chain crisis, and the delivery of the car was delayed, which also brought a lot of pressure to the dealers. Therefore, many users originally had a mentality full of expectations, but finally returned the order, which also brought a lot of impact to the first experience of Ford Electric Horse.
In the blink of an eye, in 2023, it originally seemed to be an activity for the rights and interests of car owners and welfare, but they were complained by car owners that they were "cutting leeks". This also reflects the unfavorable situation of marketing. The reason for the incident is that for car owners who pick up the car after May 5, the Ford electric horse manufacturer will give away the original price of 15,000 yuan (current price 15,800 yuan) Ford Co-pilot360 intelligent driving assistance upgrade package, but those who ordered the car in March did not enjoy this right. The first batch of old car owners have a lot of opinions on the rights and interests of Ford Electric Horse to give away free assisted driving packages, because this right should be their exclusive right, but now it has become the inclusive rights and interests of latecomers.
Therefore, many car owners have spoken out to defend their rights, believing that the rights and interests of Ford Electric Horse are inconsistent before and afterWhat was originally exclusive has become a cheap foil, which caused losses to the interests of old car owners. There are even more car owners who have carefully analyzed that the old car owners have not received an upgrade package, which has affected the second-hand residual value, and their cars are bought early, such as cars after June 2021 and 2022, which will definitely be affected when they sell.
Not long ago, the sales of the 2021 model 360° panoramic image visual system ** that car owners defended their rights finally had a response. **For the old car owners on the shelves of a separate 360 ° panoramic image visual system for sale, the owners were dumbfounded, 4,000 yuan**, and they complained one after another.
However, in order to let the old car owner spend less money, he can still sell the car. **Later, there is an event reward, that is, before May 31, 2024, old car owners (who have not opened 360° panoramic images) can activate it for free if they successfully refer others to buy a new electric horse. I have to say that if you want to enjoy the rights and interests, you have to fight for yourself. Indeed, in this way, it does make the owners feel that Changan Ford is not very sincere, and there is a feeling of buying early and suffering early.
Therefore, for Ford Electric Horse, after this incident, the electric horse, which was not already dominant in sales, was even more applauded by consumers. What started out as a discount event ended up having a reputational impact on the Ford Electric Horse due to poor marketing. Even after the 2024 model is launched, the old model is discounted by 40,000 yuan, but no one buys it. In other words, if you want to attract new users, you also have to consider the feelings of the old car owner, so which old car owner will help you speak?