Liu Jisheng, President of Jiangling Ford Technology, reveals how Ford Zongheng went from obscurity to market darling
2024-08-13
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With the grand opening of Ford Zongheng in Changsha Qiye Zhongnan and Lugu Zongxiang Space, the industry's attention is once again focused on this rapidly rising brand. In the current fierce competition in the automotive industry, how does Ford Zongheng have the confidence to open two dealerships at the same time? What kind of brand charm and market strategy is hidden behind it?
According to the latest data, Ford Zongheng achieved strong growth in domestic and overseas markets in 2023, with cumulative sales of nearly 115,000 vehicles, a year-on-year increase of 43%. Among them, Ford Elantra and Ford F-150 Raptor performed particularly well in the domestic market, with sales increasing by 43% and an astonishing 372% respectively. Behind this series of figures is the profound transformation of Ford Zongheng from Jiangling Ford to a new brand reshaping and then to the re-layout of dealer channels.
In order to explore the secret of Ford Zongheng's success, the reporter of Rednet News interviewed Mr. Liu Jisheng, the president of Jiangling Ford Technology and the person in charge of Ford Zongheng. During the interview, Mr. Liu Jisheng elaborated on the business logic and strategic deployment of Ford Zongheng, revealing the secret of how this brand quickly grew from obscurity to become a market favorite.
Liu Jisheng, President of Jiangling Ford Technology and head of Ford Zongheng.
Reshape brand positioning and become a leader in top outdoor off-road lifestyle
The growth in sales is mainly due to the development of products. In 2023, Ford released a total of 7 models including Ford Ranger, Ford F-150 Raptor Snow and Ice Special Edition, Ford New Elantra, Ford Elantra Obsidian Orange Edition, Ford Elantra 2023, Ford Elantra Galaxy Edition, Ford New Tourneo, etc. At the same time, Ford Mustang also made its debut in China.
The Ranger and Bronco are what really made Ford's Ranger popular. The former is positioned as a high-end pickup truck, with sales of 2,402 units in January this year, and a market share of more than 46% in the pickup truck market above 150,000 yuan; the Bronco is a hardcore off-road vehicle, with orders of more than 10,000 units on the first day of its launch, and more than 1,500 units of the Everglades Special Limited Edition. These two niche models have become popular.
In fact, Jiangling Ford's channel was previously called "home space", and its products were mainly popular and family-oriented. Liu Jisheng and his team spent a lot of time sorting out the internal situation, and finally positioned the products clearly in terms of fun and off-road attributes.
"Ford Zongheng's philosophy is to become a leader in top-level outdoor off-road lifestyles," said Liu Jisheng. "Zonghengye was defined as one of the three pillars when the brand was first launched. The first is the best product and the best product experience. The second is that the product is highly modifiable. We have designed more than 100 accessories for each product, hoping that each car has enough accessories for everyone to play with. The third is fun. We not only take everyone out to play, but also play well and professionally. At the same time, we build a community so that everyone can make friends in the process of playing."
Rebuild sales channels and create an off-road trendy play base
Walking into the Ford Zongheng Changsha 4S store, I found that in addition to selling cars, the showroom also has a special modification area and a boutique lifestyle space. It is understood that Ford Zongheng has customized targeted modification plans based on ten major scenarios (indulging in the sea of sand, wading and fishing, climbing in the wilderness, outdoor camping, styling modification, thousands of miles of journey, extreme rescue, jungle adventure, cycling photography, and snowboarding). Ford Zongheng's online mall offers more than 3,000 models, covering more than 100 categories of various professional outdoor off-road life equipment and supplies.
Ford is setting up a new space modification area in Changsha.
Not only that, Ford Zongheng also set a KPI for Zonghengye. Liu Jisheng said, "This year, we will hold 2,400 events. As of May 17, we have held 153 events." This puts forward more professional requirements for dealers.
In terms of channels, Ford has re-arranged its layout. Liu Jisheng revealed that since July last year, the company has started to re-select dealers. The previous channel was "Home Space", which was suitable for vehicles traveling between two points. However, if you want to do off-road now, you need to find adaptable talents. Therefore, the entire channel was redesigned last year, and every investor re-evaluated and selected dealers that matched the brand concept. The staffing of the store has also subverted the tradition. At present, each store is equipped with 30 people as standard, recruiting professional off-road talents, modification talents, etc. Dealers must not only be able to sell, but also tell car owners what is suitable for local play, launch customized off-road routes, and adapt boutiques according to local playable projects, and tailor-make modification methods.
Ford opened a boutique area in Central and Southern Zongheng Space in Changsha.
In order to meet the challenge of brand upgrade, the Ford dealer team in Changsha has undergone major adjustments. Existing dealers have chosen to withdraw from the stage, while a group of new investors have joined in and quickly established two new 4S stores in the local area. This round of channel optimization and expansion has achieved remarkable results. According to the latest statistics, Ford Zongheng has successfully attracted the favor of 125 investors across the country, of which 88 stores have been officially put into operation. Looking ahead, the brand plans to achieve a more spectacular layout by the end of this year, and it is expected that 180 stores will be grandly opened.
This series of comprehensive innovations from product matrix to brand image to sales channels has not only won Ford Zongheng widespread market attention, but also opened up an unprecedented "large share" market in the pickup truck and hard-core off-road fields that were once considered "niche". As President Liu Jisheng emphasized, taking Ford Lima as an example, the brand does not regard it as a marginalized choice, but firmly believes that its unique charm can transcend the boundaries of age and circle and win wide recognition and love. In Ford Zongheng's vision, Lima is not only special, but also indicates huge market potential and broad development prospects.
