Standing before the difficult reversal in 2020 and returning to the growth channel, we began to re-understand Changan Ford.

      The turbulent auto market has never stopped the pace of reshuffling, and the epidemic has accelerated the cruelty behind the industry. The major auto companies seek to make progress through reflection and at the same time seek innovation through adaptation. Every participant who works hard is doing his best for the original instinct to "live". In 2020, which is full of uncertainty, I suddenly looked back and realized that the auto market had already changed its appearance in the differentiation and reshuffle.

      Based on the current Chinese auto market, if only from the perspective of an auto company, achieving sales targets has certainly become an important criterion for judging the merits of auto companies. For Changan Ford, whether it has been glorious or a momentary defeat, it is just a dusty memory. Rather than miss the lost beauty, it is better to stick to the original intention, down-to-earth, and return to the mainstream.

       At the Guangzhou Auto Show at the end of the year, when a group of Changan Ford executives appeared wearing t-shirts with a "V"-shaped arrow symbol, everyone discovered that Changan Ford's rhythm in China was quietly changing. And with the end of 2020 when the "wailing" flooded the city, this change has gradually condensed results.

Slow down, get stronger

        Unlike the previous "golden age", this cold and windy car market is almost free of any possibility of making mistakes. From R&D and manufacturing to channel marketing, from brand building to structural adjustment, the extremely low fault tolerance rate makes The entire industry is looking for the ultimate answer to "slow down and get stronger."

       For a long time, due to the neglect of brand and value genes, Changan Ford lost to more powerful opponents in the fortified battle and battle of positions. After learning from the pain, Changan Ford has clearly realized the prospect obstacles brought by the underestimation of brand value. . Now with the strong advantages of both Changan and Ford shareholders, Changan Ford's counterattack has left everyone with huge room for imagination.

        The two parties reached a consensus in important areas such as strategy, market, and products, pooled the advantages of the parent companies of both parties, strengthened Changan Ford’s R&D capabilities, accelerated product upgrades and intelligent manufacturing, and fully reflected Changan Ford’s “research, production, supply, and sales” Upgrade to provide the Chinese market and Chinese consumers with technologies and products that are more in line with local travel needs and tastes.

       From the end of 2019 to 2020, new products launched by Changan Ford are led by SUVs, including Ruiji, Ruijie PLUS, and Explorer. Further enrich the product matrix of Changan Ford's SUV family. In addition, the Explorer, Ruiji, Mondeo and other high-value models have become the main sales force, leading the Changan Ford brand. From January to November 2020, driven by new hard-core products such as Ford Sharp and Explorer, the Changan Ford SUV family achieved a year-on-year growth of nearly 70%.

        As various households have invested heavily in the SUV battlefield in order to obtain more market dividends, the competition in the SUV market has become increasingly fierce. However, after experiencing the painful period, Changan Ford has obviously lost its "procrastination" problem, grasped the pulse of the Chinese market, and quickly carried out a wave of adjustment period, released new strategies and launched new products. With the promotion of these models, Changan Ford's product pedigree is on the road of continuous clarity and strengthening.

      This result is also reasonable. In the context of the dual impact of the epidemic this year and the cold winter of the auto market, Changan Ford adheres to the development concept of "More Ford, More China", and accelerates the advancement of Changan Ford's "Three-Year Acceleration Plan", combining the needs of Chinese consumers. , To input its product design and use requirements before research and development, and bring more products and services that meet the needs of Chinese consumers.

        Behind this is not only Changan Ford's comprehensive upgrade in "research, production, supply, and sales", but also because of its continuous reform and improvement of brand value into products in the process of product upgrades. Meet the market's actual demand for product power.

       With the launch of several new products, after the adjustment period, Changan Ford has strode into a stage of accumulating momentum, and the fog gradually dissipated. The market is always changing, and the main theme of you chasing me will not change. In order to catch up and surpass, the pace cannot be slow. Therefore, after the accumulation in 2020, Changan Ford will usher in more "thin hair" in 2021.

Regain confidence and start again

       Since the beginning of this year, Changan Ford has suppressed the desire for sales, and has worked hard on the breakthrough of brand shackles and the leap of system capabilities. There is no doubt that Ruiji and explorers are destined to play an extremely unique position in Changan Ford's 2020 transformation. Changan Ford is reshaping its brand and product advantages through high-value products, and regaining consumers from the market with a better "quality-price ratio".

       Standing in front of the "70%" figure, standing in front of a difficult reversal in 2020 and returning to the growth channel, we have begun to recognize Changan Ford again. The comprehensively innovative product camp is injecting new market vitality into the recovery of Changan Ford, occupying a place in the extremely competitive market, allowing the Ford brand to maintain a certain right to speak in the market.

        On December 2, Changan Ford announced its November sales. In November 2020, retail sales reached 20,291 units, a year-on-year increase of nearly 30%. Retail sales exceeded 20,000 units for three consecutive months, outperforming the overall growth rate of the Chinese passenger car market. This positive signal represents that the positive effects of Changan Ford's business strategy adjustment and product strength enhancement in 2020 are gradually being released. It also means that the trough that Changan Ford has experienced in recent years and the shadow are gradually dissipating.

       In the silent period when no products were launched before, Changan Ford had not only failed to keep up with the market rhythm, but also had drawbacks in marketing and channels. And with the adjustment of the product structure, the weak links of dealers have been exposed, from channels to capital operation, from service to profitability, there are difficulties. Therefore, alleviating dealer inventory and improving dealer profitability have become the core measures of Changan Ford's adjustment.

       Today, Changan Ford continues to promote the "production by sales" plan, and through scientifically formulated business policy guidance, continues to empower and reduce the burden on dealers. Optimize inventory, reduce financial costs, and increase dealer health index significantly. The proportion of dealer profits is on the rise, and a more combative distribution system is looking forward to a completely different Changan Ford. The dealers who depend on Changan Ford's lips and teeth have also regained confidence in growth from their previous loss of fighting spirit.

      At the same time, market fission brings new ways of competition, and service competition is becoming the new main battlefield. Putting the interests of consumers in the first place rather than the interests of enterprises, and switching from the pursuit of scale in the past to the current pursuit of service system and quality assurance is a new bargaining chip for participating in market competition.

       Starting from the real needs of customers and car experience, Changan Ford released the four "heart" service promises of "parts assured", "price comfortable", "process free" and "careful service" to comprehensively improve the quality of car owners' car life. And to deepen the digital transformation of services, we will soon launch Micro Customer Service 2.0 to respond to customer needs at any time and continue to promote innovative service projects.

        As various technical barriers are gradually broken, brand differentiation and service quality have become the key to winning the competition. Adhering to Mr. Henry Ford's philosophy of "opening the way for humans to travel freely" to provide global consumers with high-quality products and services, Ford and Changan Ford have not changed in the slightest from the beginning to the globalization.

       The curtain of 2021 is about to begin, and the clarion call for a new journey has been sounded. In the past year, Changan Ford has solved the problem of "can you survive". In order to impress consumers, the traditional operating model has been difficult to achieve, Changan Ford must accelerate the transformation from products to marketing services. Now, Changan Ford has made it clear that user operations will become the strategic focus of Changan Ford.

Under the new situation and new challenges, Changan Ford has set a new chess game.