Whether in the United States or China, Ford is a special car brand.
Under the pressure of the financial crisis, Ford stubbornly survived the financial catastrophe that General Motors and Chrysler could not afford, and retained the status of a world-class car company. However, in China, on the contrary, Shanghai GM and SAIC-GM-Wuling have unlimited scenery, and Changan Ford has always been It is difficult to be among the best car manufacturers in the country. Although some analysts pointed out that lack of products, personnel shocks, and conservative strategies can all explain the reasons for the slow development of Changan Ford, and the unsatisfactory performance of the market is also a painful transition period that Chang An Ford must undergo.
China Economic Times reporter learned that Changan Ford has already begun a strategic transformation attempt. On the one hand, to strengthen the "Ford" strategy to strengthen the purity of the Ford brand, Changan Ford solo is already in full swing; on the other hand, through personnel adjustment to recover the US right to speak, "to Taiwan" goal has been basically completed; and through Weibo The application of the new marketing methods such as the live Mondeo listing and the new Fiestas IPO, and the introduction of the “3158†strategy can be seen as Chang An Ford has already worked hard to make a difference with the conservative strategy of the past.
Analysts pointed out that Chang’an Ford’s attempt to transform is worth encouraging, but the outlook remains to be seen. The management and adjustment issues after solo and personnel adjustment, the imbalance in product sales, the effectiveness of new marketing methods, and the quality of products that are repeatedly recalled Problems and so on need to be constantly tested in the future market competition.
"A Ford"
The baptism of the financial crisis and the contrast of the Ford brand's position in the global market and the Chinese market have made Ford management aware that changes in the Chinese market are in full swing, and a “Ford†strategy has also been implemented in the Chinese market.
The China Economic Times learned that Ford sold Jaguar Land Rover and Volvo and sold some Mazda shares, and relocated the Ford Asia Pacific headquarters to China. It was also an inevitable choice for Ford to carry out strategic changes under its guidance.
In addition, Chang'an Ford Mazda's spin-off plan is also seen as an important symbol of Ford China's change.
According to reports, Changan Ford Mazda's spin-off has become a matter of urgency. After the spin-off, Changan Mazda will relocate its headquarters to Nanjing, and Changan will re-establish a 50:50 joint venture with Ford. This has been hampered by difficulties in getting inside the country. Chang An Ford, a first-class car company, is undoubtedly a brand-new opportunity for development.
According to informed sources close to Changan Ford Mazda, as a three-party joint venture company, Chang'an Ford Mazda's equity relationship is complex, including Ford, Mazda, Volvo, including a variety of product sharing lines, long decisions for the "One Ford" strategy obviously runs counter to .
At present, Changan Ford Mazda's Chongqing No. 1 Plant and Nanjing No. 2 Plant have a total of four production lines. The Chongqing Plant produces Fox, Mazda3, Volvo S40 and Mondeo, S-MAX and other models; Nanjing Plant produces Ford small cars New Carnival and Mazda2 Model.
After the Changan Ford Mazda spin-off, the new Ford New Carnival that has just been listed will be settled in the Chongqing factory, Mazda products will be relocated to Nanjing, and Changan Ford will focus on the follow-up development of the Ford brand.
The giant personnel earthquake, for any company, frequent personnel adjustments are signals that the company is about to usher in profound changes.
At the end of last year, Han Ruiqi, president of Ford Asia Pacific and Africa, replaced Ge Zhinuo as the new chairman and CEO of Ford China; Marin Burela, Former President and CEO of Australia and New Zealand, was appointed as the new president of Changan Ford Mazda Motors, and Taiwanese Changying Ford Mazda’s current president, Shenying Shen, immediately retired.
This is the second high-level adjustment of Ford’s management team in China following the transfer from Ford China’s vice president Xu Guokai to Ford’s headquarters with the same background in Taiwan. It’s worth pondering that with the retirement of Shen Yingxi, the senior executives of Ford’s Taiwan background are almost All were replaced by American executives.
Although Ford strongly denied that the two large-scale personnel adjustments in the past three years were not the so-called “de-Taiwanizationâ€, the multi-party management system and the complicated business personnel relations in Ford China’s business structure inevitably led to Ford’s China’s Power and human resources.
A resigned Ford China insider once told a reporter from the China Economic Times that Changan Ford’s slow development in China is indeed related to Ford’s internal disputes over the rights of various factions from Taiwan, the United States, and Japan. This is undoubtedly a stumbling block to Ford’s global development of a “Ford†strategy.
China Economic Times reporter learned that frequent personnel adjustments have brought about side effects for Changan Ford's performance. According to statistics, Ford sold 31,934 vehicles in China in February this year, which is a 40% decline from the 53,340 sold in January. Changan Ford Mazda also sold 24,336 units in February, which also showed a year-on-year decline.
"If China does not have a convincing performance in the automotive joint venture, the personnel adjustment is normal," said Auto analyst Zhong Shi in an interview with the China Economic Times. The US executive team also needs product planning and marketing. , branding and other aspects to come up with convincing results to prove the correctness of personnel adjustment.
The future of Changan Ford’s strategy has also been reflected in product marketing.
On May 20, Changan Ford New Carnival was officially listed, and innovatively adopted an online listing method to allow the nation's media to watch the entire new carnival on the Internet. This is similar to the previous Mengdiou launch of microblogging marketing during the listing period. The best.
Industry insiders commented that the innovation of marketing methods is obviously not enough to allow Changan Ford to realize its desire to rapidly increase market share. Fox's thriving situation must be broken as soon as possible.
According to data, Ford China sold 22,758 units of passenger cars and commercial vehicles in February this year. Among them, Ford Focus sold 12,627 units in February, an increase of 22% year-on-year, and has sold more than 10,000 units in a single month for 24 months, accounting for almost half of Ford's sales in China.
“Chang'an Ford is not a strong company in China. The most critical issue is that Mondeo has not accumulated sufficient brand reputation for Changan Ford in the high-end and high-end models. This has a very big impact on corporate brands,†Zhong Shi accepted China. An Economic Times reporter said in an interview that Ford emphasized the “One Ford†strategy, but if it is unable to produce a wealth of competitive products under a single brand, it will add a lot of uncertainty to the future development of Chang An Ford.
"Ford should learn from rivals like GM and Volkswagen, break through the bottleneck of mid-to-high-end models, and enrich product platforms as soon as possible," Zhong said. "The Changan Ford's relatively frequent recall also requires management to sum up experience as quickly as possible and strive to improve products. Quality and increase competitiveness."
“The success of Chang’an Ford’s transformation still depends on future market performance,†said Zhong Shi to the China Economic Times reporter.
Under the pressure of the financial crisis, Ford stubbornly survived the financial catastrophe that General Motors and Chrysler could not afford, and retained the status of a world-class car company. However, in China, on the contrary, Shanghai GM and SAIC-GM-Wuling have unlimited scenery, and Changan Ford has always been It is difficult to be among the best car manufacturers in the country. Although some analysts pointed out that lack of products, personnel shocks, and conservative strategies can all explain the reasons for the slow development of Changan Ford, and the unsatisfactory performance of the market is also a painful transition period that Chang An Ford must undergo.
China Economic Times reporter learned that Changan Ford has already begun a strategic transformation attempt. On the one hand, to strengthen the "Ford" strategy to strengthen the purity of the Ford brand, Changan Ford solo is already in full swing; on the other hand, through personnel adjustment to recover the US right to speak, "to Taiwan" goal has been basically completed; and through Weibo The application of the new marketing methods such as the live Mondeo listing and the new Fiestas IPO, and the introduction of the “3158†strategy can be seen as Chang An Ford has already worked hard to make a difference with the conservative strategy of the past.
Analysts pointed out that Chang’an Ford’s attempt to transform is worth encouraging, but the outlook remains to be seen. The management and adjustment issues after solo and personnel adjustment, the imbalance in product sales, the effectiveness of new marketing methods, and the quality of products that are repeatedly recalled Problems and so on need to be constantly tested in the future market competition.
"A Ford"
The baptism of the financial crisis and the contrast of the Ford brand's position in the global market and the Chinese market have made Ford management aware that changes in the Chinese market are in full swing, and a “Ford†strategy has also been implemented in the Chinese market.
The China Economic Times learned that Ford sold Jaguar Land Rover and Volvo and sold some Mazda shares, and relocated the Ford Asia Pacific headquarters to China. It was also an inevitable choice for Ford to carry out strategic changes under its guidance.
In addition, Chang'an Ford Mazda's spin-off plan is also seen as an important symbol of Ford China's change.
According to reports, Changan Ford Mazda's spin-off has become a matter of urgency. After the spin-off, Changan Mazda will relocate its headquarters to Nanjing, and Changan will re-establish a 50:50 joint venture with Ford. This has been hampered by difficulties in getting inside the country. Chang An Ford, a first-class car company, is undoubtedly a brand-new opportunity for development.
According to informed sources close to Changan Ford Mazda, as a three-party joint venture company, Chang'an Ford Mazda's equity relationship is complex, including Ford, Mazda, Volvo, including a variety of product sharing lines, long decisions for the "One Ford" strategy obviously runs counter to .
At present, Changan Ford Mazda's Chongqing No. 1 Plant and Nanjing No. 2 Plant have a total of four production lines. The Chongqing Plant produces Fox, Mazda3, Volvo S40 and Mondeo, S-MAX and other models; Nanjing Plant produces Ford small cars New Carnival and Mazda2 Model.
After the Changan Ford Mazda spin-off, the new Ford New Carnival that has just been listed will be settled in the Chongqing factory, Mazda products will be relocated to Nanjing, and Changan Ford will focus on the follow-up development of the Ford brand.
The giant personnel earthquake, for any company, frequent personnel adjustments are signals that the company is about to usher in profound changes.
At the end of last year, Han Ruiqi, president of Ford Asia Pacific and Africa, replaced Ge Zhinuo as the new chairman and CEO of Ford China; Marin Burela, Former President and CEO of Australia and New Zealand, was appointed as the new president of Changan Ford Mazda Motors, and Taiwanese Changying Ford Mazda’s current president, Shenying Shen, immediately retired.
This is the second high-level adjustment of Ford’s management team in China following the transfer from Ford China’s vice president Xu Guokai to Ford’s headquarters with the same background in Taiwan. It’s worth pondering that with the retirement of Shen Yingxi, the senior executives of Ford’s Taiwan background are almost All were replaced by American executives.
Although Ford strongly denied that the two large-scale personnel adjustments in the past three years were not the so-called “de-Taiwanizationâ€, the multi-party management system and the complicated business personnel relations in Ford China’s business structure inevitably led to Ford’s China’s Power and human resources.
A resigned Ford China insider once told a reporter from the China Economic Times that Changan Ford’s slow development in China is indeed related to Ford’s internal disputes over the rights of various factions from Taiwan, the United States, and Japan. This is undoubtedly a stumbling block to Ford’s global development of a “Ford†strategy.
China Economic Times reporter learned that frequent personnel adjustments have brought about side effects for Changan Ford's performance. According to statistics, Ford sold 31,934 vehicles in China in February this year, which is a 40% decline from the 53,340 sold in January. Changan Ford Mazda also sold 24,336 units in February, which also showed a year-on-year decline.
"If China does not have a convincing performance in the automotive joint venture, the personnel adjustment is normal," said Auto analyst Zhong Shi in an interview with the China Economic Times. The US executive team also needs product planning and marketing. , branding and other aspects to come up with convincing results to prove the correctness of personnel adjustment.
The future of Changan Ford’s strategy has also been reflected in product marketing.
On May 20, Changan Ford New Carnival was officially listed, and innovatively adopted an online listing method to allow the nation's media to watch the entire new carnival on the Internet. This is similar to the previous Mengdiou launch of microblogging marketing during the listing period. The best.
Industry insiders commented that the innovation of marketing methods is obviously not enough to allow Changan Ford to realize its desire to rapidly increase market share. Fox's thriving situation must be broken as soon as possible.
According to data, Ford China sold 22,758 units of passenger cars and commercial vehicles in February this year. Among them, Ford Focus sold 12,627 units in February, an increase of 22% year-on-year, and has sold more than 10,000 units in a single month for 24 months, accounting for almost half of Ford's sales in China.
“Chang'an Ford is not a strong company in China. The most critical issue is that Mondeo has not accumulated sufficient brand reputation for Changan Ford in the high-end and high-end models. This has a very big impact on corporate brands,†Zhong Shi accepted China. An Economic Times reporter said in an interview that Ford emphasized the “One Ford†strategy, but if it is unable to produce a wealth of competitive products under a single brand, it will add a lot of uncertainty to the future development of Chang An Ford.
"Ford should learn from rivals like GM and Volkswagen, break through the bottleneck of mid-to-high-end models, and enrich product platforms as soon as possible," Zhong said. "The Changan Ford's relatively frequent recall also requires management to sum up experience as quickly as possible and strive to improve products. Quality and increase competitiveness."
“The success of Chang’an Ford’s transformation still depends on future market performance,†said Zhong Shi to the China Economic Times reporter.
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