"As soon as it appeared yesterday, we were very busy, only the consultation ** took 99 groups, and many consumers rushed directly to the exhibition hall, which is equivalent to more than 100 groups of customers paying attention to the strong horse yesterday, and these are all new customers, because the old customers know that at present we only have imported bronco in the exhibition hall, and the domestic Ford strong horse will not go to the exhibition hall until April before the official listing. Zhan Weigang, who has been interviewed by me in person, "Ford Vertical and Horizontal Indulgence Space" in Chongqing, "declined" my interview request this time, but took the time to talk to me for ten minutes. Because, the terminal heat of the Ford Liema far exceeded his expectations: "We also thought that the Bronco would have a good response after the domestic production, but we still didn't expect the debut to bring such a high degree of attention, these customers are concerned about the Tank 300, Tank 500, and also pay attention to the Wrangler and Prado, it can be said that as long as the intended model is a hard-core SUV consumers, from the 200,000-500,000 range, they all said that they want to wait for the Ford Martyr to be launched in April." ”
Zhan Weigang describes a typical customer mentality. As consumers who pay attention to hard-core SUVs, it is likely that it is not the first time they just need to buy a car, they have good economic conditions and need to pursue a broader life scene, so they will not buy a car according to a precise budget, but more out of recognition and love for the vehicle itself.
At present, there are a few hard-core SUVs in the name of off-road, whether it is the phenomenal explosive self-brand model Tank 300, or the upcoming return of Toyota Prado, they all hope to occupy their own place in the off-road track in China's extremely involuted automobile market. "I believe that with the arrival of Ford Spirit, and the arrival of more Ford products in the future, the 'volume' of this market segment will become more interesting because of Ford's participation. Molly Yang, Vice President of Communications and Corporate Social Responsibility of Ford China, said as always, humbly and confidently.
Molly's confidence not only comes from the history and glory of BRONCO after more than half a century, but also from the product itself. Ford's design team and R&D team in China have brought more Chinese tastes into this "originator" model. In addition, Liu Jisheng, president of Jiangling Ford Technology and manager of Ford Zongheng, mentioned in public more than once: "If Ford Zongheng wants to become the leader of outdoor life, what we want to do is the 'ecosystem' and 'different things'." ”
Liu Jisheng, President of JMC Ford Technology and Manager of Ford Zongheng) So, Bronco came in the name of Liema, what "unique secrets" did this long-awaited pure hardcore SUV bring? Compared with the imported version, what upgrades have been made to the domestic version on the basis of retaining the original flavor? After the first hard-core pickup truck, the arrival of the bronco Ford Spirit, which is suitable for a wider range of people, will make Ford's 2024 "different"?
In the late winter sunshine of Beijing in this winter when winter turns to spring, all the answers are gradually becoming clear.
A number of industry "unique skills" make off-road truly hardcore
The hardcore of the Ford Fierce Horse, first of all, is reflected in the power, which is equipped with the Ford 23L Ecoboost engine with a maximum power of 202kW and a maximum torque of 429NM, while mating to a 10AT gearbox with a low gear ratio spacing design, this is also one of the three power versions of the American version of the Bronco, compared to the Jeep Wrangler 2The 0t engine power was slightly superior, and it was far ahead of the tank 300.
Secondly, the Ford Flame is equipped with the three most hardcore locks in its class, and it also takes into account the convenience and comfort of daily use. The first lock is responsible for the torque distribution of the front and rear axles BorgWarner intelligent full-time four-wheel drive, when the rear axle needs torque, it can automatically intervene to achieve rapid locking of the front and rear axles, compared with the manual transfer case, it is equivalent to the difference between automatic transmission and manual transmission, the switching between four-wheel drive and two-wheel drive is more silky and insensitive, and in the 4L mode, the torque is amplified by changing the gear ratio to reduce and increase the torque, to achieve torque amplification 306 times. In addition, it has a rear-axle ratio of 47 is an exaggerated number (this is still the level of the original factory without modification). Equivalent to the rotation of the propeller shaft 4After 7 turns, the rear axle only turns once, which means that in extreme road conditions such as climbing over mountains and climbing large rocks, the rear wheels can easily obtain high torque by simply pressing the accelerator.
In addition, the front and rear axles of the Martyr Ma have a Dana front and rear mechanical differential lock, which is electronically controlled to complete the extremely fast hard lock within 200 milliseconds, and realizes the torque distribution between the left and right wheels of the front and rear axles, between 100:0 and 0:100.
When encountering ordinary off-road conditions, the middle lock of the 4L mode allows the front and rear axles to have torque output at the same time. When encountering extreme road conditions, the anti-roll bar can be disconnected, so that the wheels have a larger up and down movement stroke, and at the same time open the front and rear mechanical locks, so that the unskidded wheels on one side can obtain 100% torque, in principle, even if the other three wheels slip, as long as one wheel maintains grip, you can get out of trouble smoothly.
Although the Ford Lie Ma is a hardcore SUV, in order to ensure the comfort of the vehicle in various road conditions, it is also equipped with a three-stage nitrogen shock absorber from Bestendum, which is only one-third of the longitudinal sway of the unequipped vehicle at the same speed, which not only strengthens the stability of the vehicle in off-road scenarios, body support, but also takes into account the comfort of road driving.
From the perspective of off-road parameters, the approach angle is 45 degrees, the departure angle is 37 degrees, the passing angle is 26 degrees, the minimum ground clearance is 273mm, and the maximum wading depth can reach 850mm (wasteland version) and 925mm (Everglades version).
The smarter anti-roll bar disconnects and can be automatically connected when the speed exceeds 32 km h, and automatically re-disconnected when it falls back below 32 km h. In this way, when the vehicle climbs rocks and other extreme road conditions, the stroke of the left and right wheels can be increased, and the single wheel landing can be avoided as much as possible to increase the passability.
As the industry's first and only modular design model, the frameless doors and roof can be easily removed, plus the washable floor (equipped with 4 active drain holes and 7 passive drain holes), modified reserved switches, and shortcut keys for off-road functions, making the Ford Lie a towing, open-top, and off-road all-round model.
If the above "cheats" are the original and pure bloodlines inherited by Bronco through six generations, countless roadless roads, and 32 Baja laurels, then when it is ready to enter the Chinese market, what different understandings are given to Chinese consumers?
The whole vehicle is fully upgraded
"Exquisite hardcore" created for China
Jeffrey Liu, Ford China Design Center Color & Material Design Manager, is a fluent English-speaking designer with a Chinese face who understands the essence of oriental culture and the integration of international vision. "Performance, luxury, and adventure are the new demands of Chinese consumers for bronco. According to Jeffrey Liu, the Chinese design team has carried out a more refined vehicle upgrade for the introduction of Bronco.
Liao Zhuoran, color and material design manager of Ford China Design Center) in appearance, to the greatest extent to retain the original flavor, except for some changes in line with Chinese regulations, almost exactly the same as the American version, but the size has been increased, the length, width and height have reached 4825mm, 2070mm, 1990mm, and the wheelbase has reached 2950mm. Coupled with 35-inch large tires, it not only makes the body look more powerful, but also makes the rear passenger more spacious.
Secondly, considering that Chinese consumers are keen on intelligence, the Ford Liema is matched with 8155 chips and LCD instrument screens, which are all new upgrades on the basis of the American version. At the same time, the seats have been upgraded to full leather, and a leather pattern design that enhances the sense of luxury, such as water ripples, has been added. The instrument panel, the inside of the door and other plastic parts of the United States are also wrapped in suede soft materials. It can be seen that while paying tribute to Bronco, Ford Liema has maximized its efforts to meet the needs of the Chinese market for luxury and intelligence.
Respect for the Chinese market, in addition to the upgrading of its own products, is also reflected in the overall acceleration of Ford's vertical and horizontal development.
Development has accelerated in an all-round way
Ford's future doesn't stop with cars
After the pre-sale of the Ranger at the Chengdu Auto Show at the end of August, Liu Jisheng, president of Jiangling Ford Technology and manager of Ford Zongheng, has met with ** a lot. From the opening of the world's first Ford Beyond in Chongqing, the official launch of the Guangzhou Auto Show and the Kunming Ford Ranger Ranger, to the opening of the second Ford Beyond in Chongqing, and now at the pre-sharing meeting of Beijing Ford Liema. "Do you think I'm playing around all day? Liu Jisheng joked heartily: "It's because our Ford Zongheng has begun to speed up in an all-round way since August last year." ”
In January, the retail sales of the Ford Ranger Ranger exceeded 2,500 units, with a cumulative order of more than 8,000, ranking among the top three pickup trucks in the market share, with a market share of more than 150,000 pickup trucks exceeding 60%, and the production of Jiangling Fu ** factory has also kept up with the rhythm.
In January, Ford has opened 76 dealerships in 62 cities, and is expected to open 100 dealerships by the end of the first quarter.
In the one month of operation, the sales of modified and boutique products have exceeded 8 million yuan, and nearly 10,000 modified parts and boutique products have been sold, with a daily order volume of more than 200 orders and an average daily performance of more than 200,000 yuan. "Although the sales of 8 million a month is a small number for our automobile company, this 8 million represents that we have done something that was very difficult in the industry. Liu Jisheng said that the 8 million represents the gradual improvement of Ford's outdoor life "ecosystem", and will gradually start the commitment of 2,400 activities this year starting in March, and will continue to build off-road experience centers in Shandong and other places after Kunming Ford Cross-Country Park and Ford Hook Road.
Driving value
The early domestic Ford Spirit, although it is a domestic identity, but many spare parts will be imported to achieve it, and on the basis of the American version of the vehicle upgrade, considering the problem of manufacturing costs, its price will not be too low, and before that, many speculations on the Internet against the benchmark Tank 300, from the body size, power and other data, it is unlikely, after all, no matter which aspect, Ford Martyr and Tank 300 are not a product of a market segment, in other words, from the marketing side, Although the Ford Flame is a user who will grab some of the Tank 300, in terms of product positioning, it is clear that they are not direct competitors.
Bronco is more popular in the United States and the rest of the world than many people think, not only in many American blockbusters, but also associated with beatles and freedom and uninhibited. Compared with the hard-core SUV products launched by domestic brands, in addition to more hard-core mechanical quality, the emotional premium of the brand is also the competitiveness that can add points after it is domestic.
The early generation of bronco in the 60s of the last century) Of course, Ford is committed to building a full range of outdoor life "ecosystem" such as modification, peripheral, off-road, transportation, etc., which is also an added value that cannot be ignored for "off-road veterans", after all, although it is cool to buy a "big toy" to drive in the city, but if it does not really go to the "roadless" distance, it has also lost its pure value.
If the Ford Ranger Ranger is to let everyone know what Ford Ranger is, then the arrival of the hard-core SUV of Ford Flame will make more people pay attention to Ford Ryung, and Ford Ranger can also achieve more circle marketing on the basis of this user, forming a positive cycle, so that the "hard core" in the DNA of the Ford brand can really land in the Chinese market!