The new generation of Focus was ordered at a time of crisis
Under the influence of many factors such as the rise of some emerging brands, the launch of new models, and the new generation of young consumer groups becoming the main force in car buying. , the competition in the auto market is becoming more and more fierce, and people are becoming more and more tolerant and recognized for brands. As long as the products are good enough, they are no longer limited to time-honored brands. As a result, sales of many companies have plummeted. From last year's French cars and Korean cars, which encountered unprecedented sales troughs, to this year's American car representative Changan Ford, sales in March fell by as much as 46% year-on-year!
In the latest March sales data released, the Changan Ford brand sold only 45,000 new cars in March. Compared with the same period last year, sales plummeted 46%. Looking at Changan Ford's sales from Q1 quarter sales The outlook is not optimistic either. In the first quarter of 2018, cumulative sales were only 130,000 vehicles, a year-on-year decrease of 35%. If February was affected by the Spring Festival holiday, the sales of various brands fluctuated slightly, but in March, when there was a surge in sales, it was also shocking that Ford was able to encounter a lull in sales.
In fact, the sharp decline in sales is not accidental, but an inevitable result of long-term accumulation. In recent years, Ford has been having an increasingly difficult time in the market. After several generations of its ace Focus, its sales have declined instead of rising. Its brother model, the Escort, which comes from a segmented market, has also failed to shoulder its heavy responsibility and can only rely on its products. Price to seize share. And some large-displacement models are no longer popular in the general environment. Domestic cars are on the rise again, sales are increasing by leaps and bounds, and consumers are attracted to it. In such an environment of "domestic and foreign troubles", Ford, which is no longer competitive, is bound to see a decline in sales.
So in order to change the predicament, it is urgent to launch new cars to "extend their lives". The new generation of Focus and Forex are also highly anticipated, with an attempt to regain their former glory! In fact, from a price point of view, Focus is not cheap, so the 1.0T product was launched to lower the price of the model. However, defects such as jitter have also affected the brand's reputation. And there is no obvious advantage compared to Forex. It is no wonder that Forex has taken away some of Fox's sales, beating its own rivals.
However, in the face of the new generation of Focus, these problems seem to be solved. Ford has put a lot of effort into the car, adopting a new design language and an 8-speed automatic transmission that is rare in its class. As well as the lengthening of the wheelbase and the addition of configurations, all are in order to enhance product competitiveness, trying to use this car to survive this cold sales winter, and wait for the spring to bloom and sales will revive.