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in the past two years, the automobile market segment with "wild" as the main theme has been rising.

this has also led to a new round of promotion of outdoor sports. from cycling to camping, from mountaineering to lure fishing, a series of outdoor sports have also opened up various user circles. shifting the core usage scenarios from cities to the outdoors has become a new market pursued by many car companies.

at this chengdu auto show, ford china took the theme of "outdoor travel, you can't avoid ford", using a new thinking about the outdoor lifestyle, from the different dimensions of outdoor genes, all-round product lineup and all-round outdoor ecological experience. while showing ford's strong inner strength as a century-old brand, it also brought a long-lost "sense of relaxation that only outdoor big players can have".

this also provides a more feasible reference model for overseas brands that are constantly facing the pressure of internal competition and loss of market share in the chinese market. at the same time, it makes ford china's core strategic transformation more focused and efficient.

compared with the situation ford faced in the chinese market in the past two years, ford has now clearly found its own rhythm. it is also using a "sassy and wild" attitude to continue to release its own energy. facing the challenges of industry involution, electrification transformation and independent car companies, ford china in 2024 can be said to have put out a textbook-level performance. this also shows that no matter how harsh the industry environment is, as long as the right direction of transformation is found, there is full confidence to find its own way in the huge market.

[core transformation focuses on the advantages of "wildness"]

since the beginning of the year, a "wild" ford has been showing itself in the chinese market.

in the us market, ford has formed a prominent brand image with "off-road" and "high performance". the resulting "wildness" has also become a prominent symbol of ford in the chinese market. at present, focusing on segmented areas and tapping into larger markets has become a way for many automakers to create high-quality growth. this also indicates that in the next stage, ford china's core transformation strategy will also focus on iconic products with "wildness".

in the first half of this year, the pure-blooded convertible off-road domestic ford mustang was launched. with its powerful off-road performance and versatile playability, it has become very popular in the off-road circle. as a "professional mountain weapon", the ford ranger also shows that ford pickup trucks are able to handle multiple road conditions and multiple purposes. in addition, the launch of the ford f-150 raptor, a super-performance product in the ford pickup series, as well as the new ford mustang dark horse® 5.0l v8 high-performance sports car and the new ford mustang® hardtop performance version and convertible sports version, have also fully released the "wildness" originally engraved in ford's genes in the chinese market.

at this chengdu auto show, ford once again upgraded its "wild" product matrix. it can be said that ford is really indispensable for outdoor travel.

first of all, ford mustang launched the new danxia orange long beach model. in addition to the new color, it also added new functions such as off-road intelligent road book, in-car karaoke and drone interconnection through the latest ota upgrade, allowing the "wild" mustang to make new breakthroughs in the level of intelligent technology.

secondly, the all-new ford explorer also debuted at the chengdu auto show. it has been fully upgraded in three dimensions: performance, intelligence and luxury: the entire power system has been optimized and upgraded; the entire system adopts the fnv3.0 electronic and electrical architecture and qualcomm 8155 chip; the interior space design and configuration have also been upgraded to be more luxurious. the kunlun peak edition has added the only 2.1-ton original trailer with blind spot monitoring and sway control in its class, further expanding the dynamic stability control capability when towing.

in addition, the ford ranger modified car also made its debut at the chengdu auto show. it is a targeted modification for lure fishing and cycling, which are popular among outdoor players. the lure modified car is designed to enhance the outdoor lure experience, and integrates a variety of high-end equipment such as the yakima brand roof fishing rod rack, and adds configurations such as arb sand-proof boards and escape board straps to meet the various needs of off-road and outdoor fishing. the cycling modified car is equipped with a highroad roof bicycle rack for fixing bicycles, making outdoor cycling more convenient.

if the introduction of products provides momentum for ford china's business transformation strategy, then the construction of a circle of off-road vehicle owners establishes potential for long-term development and reflects the execution of the transformation strategy.

specifically, on the one hand, ford china focuses on the off-road enthusiast circle and launched a new channel brand called ford zongheng. it integrates top outdoor off-road products and experiences, rich and diverse personalized modification experiences, and community experiences that connect to the world, opening up the full ecological operation of products, modifications, experiences, purchases, and off-road. off-road has changed from a lifestyle to a brand. on the other hand, it is to create an exclusive user circle and co-creation experience platform of the "ford detective club" for explorer owners, so as to lead car owners to practice public welfare and hardcore crossing.

from products to circle building, it shows that in the context of its business transformation strategy, ford china is fully releasing new momentum and new potential by focusing on brand advantages and fully tapping into market segments.

[value release, deepening hybridization]

since the beginning of 2024, the chinese automobile market has shown two major characteristics.

first, the price wars caused by the intensification of internal competition are being replaced by value wars. second, the growth of pure electric vehicles has slowed down, while hybrid vehicles have begun to be popularized on a large scale, and various car companies have started a new round of hybrid wars.

against this backdrop, changan ford new energy, established by ford and changan, leverages the advantages of the two parent companies in terms of brand, technology, market, and manufacturing, increases the proportion of localized r&d of new energy products, and adheres to value marketing to create products that are more suitable for the chinese market and can feed back to the global market. it has truly established its own initiative in the value war. focusing on value rather than price has become a long-term path for ford's development in china.

first of all, ford's high-horsepower e-hybrid technology has been recognized by more markets. with the launch of the mondeo sport edition this year, the sales share of mondeo hybrid models has increased nearly 4 times compared to before.

the lincoln brand has also been advancing the new energy process at its own pace. lincoln's electric hybrid technology has seamlessly entered the new energy market with a technical route that truly meets users' luxury needs, opening up a "new energy own track". the product advantages of "electric acceleration", "half fuel consumption", and "no worries about endurance" have completely overturned users' inherent impression of "high fuel consumption", solved users' anxiety about mileage and charging, and brought a strong power experience, improving the consistency standard of luxury in all scenarios, and allowing american luxury to evolve again. under this, the current average monthly sales of lincoln navigator, aviator, and lincoln z's electric hybrid models account for more than 30% of their respective models.

【win-win cooperation, strong overseas expansion】

ford china is also committed to working with its partners to expand export business, shifting its strategy from "in china, for china" to "in china, for the world," and leveraging ford's global dealer network to continuously strengthen ford china's business as ford motor's "export hub."

in the first half of 2024, ford's exports to china increased by 45% year-on-year to 75,000 vehicles. at this rate, it is very likely to set a new record this year.

【summarize】

since the beginning of 2024, the chinese auto market is still in an environment of intensified internal circulation, and most automakers are continuously swept up by this wave. however, ford china has shown quite solid determination in this situation. through strategic transformation in business, the market is divided into the form that can best release its own potential energy. this trend is even more obvious at this chengdu auto show. on the one hand, it focuses on outdoor lifestyles and digs deep into the potential of the market segments based on the background of its own brand. on the other hand, starting from the general trend of hybrid, it continuously upgrades the product line and continues to create new business increments in the export business. it can be said that when other joint venture automakers are lamenting that now is the most difficult time, ford china is using its own way to make this problem increasingly clear.