news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

in the current chinese auto market, the price war is intensifying, and the share of joint venture brands is constantly being squeezed by domestic brands. however, changan ford has achieved positive growth in this "red ocean", and its unit price even ranks first among joint venture brands. behind this is changan ford's adherence to and innovation in quality and market strategy.

at the 2024 chengdu auto show, yang dayong, chairman and president of changan ford new energy automobile technology co., ltd., had an in-depth discussion on how changan ford new energy will respond to price wars, how to break through in the market where new energy and fuel vehicles coexist, and how to maintain corporate profitability.

persistence and innovation in price war

faced with the price war in the automobile market in the first half of the year, changan ford new energy maintained a calm response attitude and studied pricing strategies almost every month. however, in yang dayong's view, what ultimately determines market performance is not following the price war, but sticking to quality and innovation.

"we believe that price wars are not a long-term solution. all companies that want to develop must make profits. a big problem with following a price war is that you have to compromise on product configuration, performance, and materials. but this is not in line with ford's spirit, nor does it meet ford's standards," said yang dayong.

he further explained that changan ford's new energy products, such as explorer, edge l and mondeo, all have their own characteristics, such as outdoor features, hybrid features, etc. these features can directly form differentiation in the short term, giving changan ford some confidence in not engaging in price wars.

"we sell products to customers who like the ford brand and ford products. we guarantee that the products you buy are absolutely genuine and will only be better than the original ones. there is no possibility of us cutting corners or lowering standards in any area. we want to be worthy of our fans and hope to maintain our image through our reputation," said yang dayong.

this strategy of adhering to quality has not only won the recognition of consumers, but also achieved positive growth in sales, which provides sufficient funds for changan ford's future product research and development investment and also maintains a good image for it in the market competition.

oil and electricity go hand in hand, sticking to the fuel vehicle market

faced with the current trend of oil and electricity in the automobile market, changan ford new energy has always adhered to the view that china's automobile market must be a combination of oil and electricity, and a healthy automobile market should be the coordinated development of oil and electric vehicles.

"what will the future gasoline cars focus on? it may be pickup trucks and off-road performance models, such as explorers. in these scenarios, gasoline cars still have advantages. electric cars have advantages in urban commuting, commuting, short-distance travel and other scenarios." yang dayong said. he further analyzed that if gasoline and electric cars have the same rights, that is, gasoline cars and electric cars enjoy the same treatment in terms of taxes and fees, then as long as the fuel consumption of gasoline cars is below a certain level, the cost of using them can be almost the same as that of electric cars. therefore, he believes that in the future automobile market, gasoline cars, especially hybrid gasoline cars, still have a place.

yang dayong also made his own judgment on the future automobile market. in his opinion, electric vehicles will occupy 70% of the market share, while gasoline vehicles (including hev hybrid) will occupy 30%. therefore, joint venture brands still have their unique advantages in the field of hybrid power, especially in the field of personalized vehicles. ford also has its differentiated competitive advantages in this regard.

this strategy of advancing both oil and electricity not only reflects changan ford's keen insight into market trends, but also demonstrates its deep accumulation of strength in different technological fields.

a diversified strategy to maintain profitability

in addition to adhering to quality and innovation strategies, changan ford also maintains profitability through diversification strategies. in fact, from 2019 to 2021, changan ford new energy has begun to do a lot of cost reduction work. at the same time, in terms of marketing, changan ford new energy has also increased the intensity of live broadcasts, reduced marketing investment, and put the money saved into products and feedback to consumers.

"our office building was built 20 years ago. with the leadership of the leaders, we all worked hard together to reduce costs. in this way, we can invest more money in product research and development and quality improvement, and provide consumers with better products and services." yang dayong said. this diversified strategy not only helps changan ford maintain profitability in the market competition, but also lays a solid foundation for its future sustainable development.

at the same time, facing the diversified demands of consumers for suvs, changan ford new energy is also constantly exploring new market opportunities. at present, changan ford new energy's key models such as explorer and edge l can be used in both urban and off-road environments, meeting the needs of urban vehicles while also having off-road capabilities.

yang dayong said: "we will not make pure extreme off-road products. our products will also take into account the needs of urban vehicles. our future products will not be pure off-road vehicles. we will combine urban vehicles with 'going wild and having fun', which is a bit like the positioning of today's explorers."

in addition, he also revealed that changan ford new energy has also been fully upgraded in terms of intelligence. taking the new ford explorer as an example, the car has added ford's blue intelligent driving system developed in north america on the basis of iacc (i.e. integrated adaptive cruise control), which has more powerful functions such as lane change. in addition, the cockpit has also been fully upgraded, replaced with the mainstream 8155 chip, which greatly improves the response speed and adds functions such as carplay.

"these upgrades have enhanced the intelligence capabilities of our current products. i think it is in the first tier among fuel vehicles," said yang dayong.

it can be said that in the face of fierce competition and profound changes in the current automobile market, changan ford adheres to the quality and innovation strategy, advances both oil and electricity, and maintains profitability through diversification strategies. at the same time, it continues to explore new market opportunities, meet consumers' diversified needs for suvs, and carry out comprehensive upgrades in terms of intelligence. these strategies not only demonstrate changan ford's keen insight into market trends and deep strength, but also lay a solid foundation for it to maintain its leading position in future market competition.