Faced with multiple external environmental challenges such as chip shortages and the resurgence of the epidemic, most auto brands have experienced declines to varying degrees. A few days ago, Ford China announced that it sold nearly 125,000 vehicles in China in the first quarter of 2022, a year-on-year decrease of 18.8%. Among them, Lincoln Motors performed well.
At the same time, with the launch of the all-new Lincoln Z, the new-generation Ford Mondeo, and the Ford Leader as scheduled, this series of new "Ford China 2.0" products built around the needs of Chinese consumers, especially the needs of intelligent interconnection and digital experience, have all been harvested. exceeded expectations.
In the sub-brand segment, Ford brand passenger vehicle sales in the first quarter reached 46,719 units. Although the market activity in the first quarter was affected by the epidemic, the Ford brand continued to launch a number of blockbuster new cars, with orders exceeding expectations.
The flagship of the Ford brand sedan, the new-generation Ford Mondeo made a solid start in March. The new model fully absorbs the needs of Chinese users for innovation, digital experience and design. Since its pre-sale in March, it has received enthusiastic attention from the market and has received nearly 10,000 orders.
As Ford's iconic star model, the new F-150 Raptor detonated the entire high-end off-road pickup market and was enthusiastically sought after by fans. Within 3 hours of opening the small order, the order exceeded 2,000.
After setting the best sales volume in history since the brand entered China in 2021, Lincoln China set another record for sales in the first quarter, reaching 19,471 units, and continuously achieved positive quarterly year-on-year growth. Among them, sales in February increased by 34% year-on-year, the best performance since entering China.
Lincoln's first domestic model, the Lincoln Adventurer Corsair, sold 10,915 units in the first quarter, once again topping Lincoln's single-model quarterly sales and topping Lincoln's single-month sales for 23 consecutive months.
Lincoln's domestic models of Lincoln Adventurer, Lincoln Navigator, Lincoln Aviator and the all-new Lincoln Z, which were just launched in March, sold a total of 18,919 units, accounting for 97% of the sales. As Lincoln's first Chinese sedan, the all-new Lincoln Z was officially launched on March 12, and the cumulative order has exceeded 5,600 so far.
Chen Anning, President and CEO of Ford China, said, "Ford China 2.0 strategic products such as the all-new Lincoln Z and the new-generation Ford Mondeo have been launched on the market one after another, and the fact that they have been widely welcomed by customers shows that our two iconic brands and product connotations are full of potential in China. Although the shortage of chips, rising prices of raw materials and the sudden recurrence of the epidemic are bringing continuous challenges to the industry, we have enough confidence in the long-term market development and our performance."
The sales of Ford and Jiangling commercial vehicles in the first quarter of 2022 reached 50,970 units, outperforming the overall performance of the industry. In the face of the severe epidemic, JMC Transit Ambulance is again taking on the important task of fighting the epidemic. In the first quarter, it received a total of 5,100 orders for the production of Transit Ambulance.
As a new model recently launched by Jiangling Ford Technology, Ford Lingrui, in the name of "challenger", provides new choices for Chinese SUV customers with high-energy quality, excellent wide-body design and pioneering technology that surpasses its peers. It has been launched since the end of March. , 5,000 orders have been received.
The market share of Jiangling and Ford in the field of light commercial vehicles has been increasing, but in the passenger vehicle market, both the "latecomer" Jiangling or Ford, which has already cooperated with Changan, have not performed prominently in recent years. At present, "combining business and passenger development" is positioned as the core development strategy of Jiangling Motors. Jiangling Motors once said that the company will focus on implementing the development strategy of "focusing on light commercial vehicles and supporting SUVs".
The arrival of Leader Rui not only fills the product vacancy of JMC Ford in the market segment, but also explores new growth space for JMC Ford. It is also an effort made by JMC Ford to seek new breakthroughs for Ford in the Chinese market.
Jiangling Ford is backed by the Ford brand, starting from the off-road stalwart and the SUV rookie, making Chinese consumers deeply impressed by this car brand. The emergence of Lingyu allows consumers to know the real cost-effective brands and products. The arrival of the leading core, in the process of price drop, allows more consumers to enjoy the unique product charm of the Ford brand.
Ford China Electric Vehicle Division delivered a total of 969 smart pure electric SUV Mustang Mach-E to customers in March, with the delivery speed steadily increasing. The delivery speed of the pure electric SUV Mustang Mach-E has been steadily improved, and the current order-to-delivery cycle has been shortened to the fastest six weeks.
Unlike the North American market, the Mustang Mach-E, an intelligent electric SUV, failed to sell well in the Chinese market. The first is that the delivery cycle time is long, which leads to the loss of some customers. In addition, in the competition between Wei Xiaoli and Tesla, the product advantages of the Ford Mustang Mach-E are not obvious, and there is no clear label image to show to the public.
Although China has become the largest new energy vehicle market in the world, it is also the most competitive market. Any new energy vehicle company needs to excel in order to gain a foothold here. The underdog Ford Mustang Mach-E has to work even harder to stand out.
"This year is also a crucial year for Ford China to accelerate electrification development. We have overcome the impact of the epidemic on battery supply at the beginning of the year. The delivery speed of the Ford Mustang Mach-E pure electric smart SUV started to climb steadily in March. This year, we will bring consumers more intelligent products that are worth looking forward to.”
The global auto industry is undergoing profound changes around "electrification" and "intelligence". Under the leadership of Ford's global Ford+ plan, Ford China said that on the basis of the comprehensive completion of the four centers today, it will continue to focus on the needs of Chinese consumers. Accelerate the implementation of the "Ford China 2.0" strategy.
It is certain that intelligence has become an important means of competition for Ford's Chinese auto products. And judging from the potential energy of the recently launched new cars, these products have also been recognized by the market. What the current Ford has to do now is to do its homework on the dissemination and let more people know about a new Ford.
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