If you mention the sharp edge of the car, many people still remember that it was the big change in 20 15 years that made Changan Ford have a qualitative change in both sales volume and brand. From 20 15 to 20 17, Sharp even surpassed Highlander in sales.
However, with the continuous emergence of competitors and the decline of its core competitiveness, Sharp industry is gradually silent in the market, but how to break the deadlock?
Changan Ford realized that the best way to break the deadlock is to bring forth the old and bring forth the new, so on February 23, 2023, Sharp L, which made its debut in Xiamen, answered questions from the outside world about whether Sharp and even Changan Ford could make a comeback with strong product strength.
In the eyes of Chen Xiaobo, executive vice president of Changan Ford's national sales and service organization, Quanxin Sharp L not only has the confidence to surpass competitors such as Highlander and Ideal L8, but also will completely change consumers' perception of Ford's consistent products.
You can't fall behind for a second.
Just a few days ago, a senior media person in the industry was deeply impressed by an SUV in Weibo, and its car was once phenomenal. In his view, it is precisely because the brand is insensitive to the China market, China brands and users that in the last two years, the monthly sales volume of competing China brand has reached more than 1 10,000, while the sales volume of this car is only more than 4,000.
Seeing the sudden changes in the auto market in recent years, Changan Ford, which has experienced several years of precipitation, obviously has different views.
Therefore, in an exclusive interview, Chen Xiaobo said that he would not only attack his old rival for many years, but also repeatedly mentioned that he would challenge a new rival like Ideal L8.
"But as for who can gain a competitive advantage, it depends on how to better introduce the unique differentiation characteristics of products to consumers."
From the official data, in the face of Highlander's large space and low fuel consumption, the hybrid version has insufficient power; The ideal L8 can be called the ceiling of a medium and large SUV, but the brand-new Sharp L does achieve the product strength that consumers need at present because of the high fuel consumption under low power consumption.
First of all, in the space that consumers in China have always attached importance to, the brand-new Sharp L has promoted "overall rejuvenation" to a new height.
"It is 5 meters long, with a wheelbase of over 2.93 meters, and the space is huge. In this market segment, at present, only we and the ideal L8 should be the medium and large SUVs with leg rests in the middle row seats. This is the configuration of high-end cars tailored for China customers according to customer needs, and it is also a very popular configuration on the market at present. "
However, with the liberalization of the two-child and three-child policy and the diversification of multi-person travel scenarios, MPV models and seven-seat SUV models emerge one after another. However, because many seven-seat SUVs on the market are at the expense of trunk area, there is still a clear gap between space and comfort, so there was a voice that MPV models can better meet the diverse needs of families.
But in Chen Xiaobo's view, the seven-seat SUV and MPV are quite similar, but at the same time they are quite different.
"Like the brand-new Sharp L, the satisfaction of customers' comfort needs is basically not much different from MPV, especially in the middle row, which is to meet customers' needs to the maximum extent. From the stability of the body, the structure of the body, and the response to complex road conditions, SUV has a very obvious lead. "
In addition, in this market segment, Quanxin Sharp L is still the only medium and large hybrid SUV with mechanical 4-wheel drive.
Therefore, in addition to space, the biggest change of this upgraded brand-new sharp world L is the hybrid system. Does the new car integrate Ford's mature and advanced EcoBoost? A new hybrid system with engine technology and power split technology has both fuel economy and strong power.
It is worth mentioning that Ford has been involved in the field of hybrid power for a long time, and its technical route can be said to be "the same as Toyota THS". Changan Ford said that due to the power split technology, this hybrid system can ensure power performance and driving pleasure on the basis of considering fuel economy.
Relying on the mature, reliable and advanced power splitting technology and matching the efficient and lightweight three-power system, the fuel consumption of LWRTC in the whole new sharp world is as low as 6.3 1 liter per 100 kilometers, and the battery life of a tank of oil exceeds 1000 kilometers.
It can be seen that it is both necessary and desirable for the brand-new Sharp L to satisfy China consumers in terms of large space, comfort, power and fuel economy, which also proves that Changan Ford has improved its product strength and quality again.
Assess the situation to cope with market changes
We should not only develop our strengths, but also avoid our weaknesses.
"After market research, everyone has been complaining about the shortcomings of our products, including insufficient space in the second row, rough interior and high fuel consumption." In view of these "shortcomings", in an exclusive interview, Chen Xiaobo talked about the corresponding product optimization for China consumers in 2022.
"In addition to the higher face value, Mondeo has satisfied a lot of space; Explorer's entire interior appearance configuration has been fully upgraded, and then Sharp L will take this opportunity to completely change consumers' negative understanding of fuel consumption of Changan Ford products. "
As these highly competitive products are put on the market one after another, Chen Xiaobo believes that more consumers will favor Changan Ford's products, which will also bring sufficient confidence to Changan Ford itself, and this confidence will also help Changan Ford to cope with the more complicated and fierce market.
However, Chen Xiaobo also admitted that the whole automobile market is now in a very complicated competition, especially in the new energy market. Traditional automobile companies also feel the increasingly complex and fierce competition.
"The pressure must be enormous. Changan Ford's product strength will continue to increase, and it will also give customers a reasonable and acceptable market price. But at the same time, we must also consider the living environment and health status of dealers, which directly affects whether we can retain first-class talents and provide better products and services to customers. "
In the face of changes, Changan Ford has been adhering to the business philosophy of "customer-centered" in the past year, and its service has been continuously upgraded.
"It should be said that the automobile market in 2022 is very difficult, but in the face of such a complicated situation, we have launched a series of services for users and customer groups in time to meet the needs of customers."
To win the trust of consumers, in addition to service, absolute "zero tolerance" for product quality is also very important.
"According to the data of 10000 customer complaints we monitor every month, from 202 1 to 65438+February 2022, the latest figure we got was that 10000 customer complaints were successfully reduced by 94%. It should be said that a series of customer service measures we implemented in 2022 are effective. "
At the same time, in 2022, Changan Ford officially released the service commitment of the lifetime free warranty of the original parts of Changan Ford. Chen Xiaobo believes that this move is very attractive for the development of the overall service business of dealers in 2022 and for the retention of customers, and has been praised by users manually.
"Only by meeting the needs of customers and making more customers willing to contact Changan Ford's products will it help alleviate the competitive pressure of dealers. Then, as a OEM, Changan Ford can give the market a satisfactory answer. "
Next, Changan Ford will continue to respond to changes in the market structure.
"For all brands and car companies, if you don't change, you will eventually be abandoned by the market. Instead of waiting for the market to be abandoned, it is better to actively choose structural adjustment to meet the needs of consumers and do the right thing. " However, Chen Xiaobo also stressed that he would treat customers' needs and market changes rationally and never do anything blind.
As mentioned above, it is precisely because of sharp's big change in 20 15 that Changan Ford has undergone qualitative changes in both sales volume and brand. With the appearance of the new sharp L, whether Changan Ford can return to the mainstream of joint venture will continue to test whether Chen Xiaobo and Changan Ford can assess the situation and make continuous progress in the China automobile market in 2023.
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