30.98万元！全新福特探险者四驱穿越版上市，长安福特以差异化吹响“反内卷”号角

Core Viewpoint - The 2025 Chongqing International Auto Show highlights the launch of the new Ford Explorer 4WD Adventure Edition, priced at 309,800 yuan, showcasing Changan Ford's commitment to differentiated development in response to the industry's price war [1][3]. Industry Context - A significant price war has emerged in the automotive industry, prompting organizations and experts to oppose bottomless price competition. The China Automobile Industry Association has issued an initiative to maintain fair competition and promote healthy industry development [3]. - The automotive sector is experiencing severe product homogeneity, leading to a profit margin of only 4.1% in the first four months of 2023, below the average profit margin of 5.6% for downstream industrial enterprises [3]. Company Strategy - Changan Ford aims to shift from a price war to a value war, focusing on value-oriented marketing and a differentiated development path that includes larger vehicles, high performance, and a mix of fuel and hybrid options [3][5]. - The company emphasizes quality, safety, and performance, achieving the highest user satisfaction in the fuel vehicle sector according to the China Quality Association [5]. Product Features - The new Ford Explorer 4WD Adventure Edition features a 0-100 km/h acceleration time of just 3.7 seconds, powered by a 2.3T engine with a maximum power of 213 kW and peak torque of 445 N·m [8]. - The vehicle offers a spacious interior with a trunk volume of 1505L and a total storage capacity of 2487L when the second row is folded down, catering to outdoor enthusiasts [8][10]. Market Positioning - The Explorer family targets middle-class young male consumers with an average annual income of 548,000 yuan, focusing on outdoor activities and lifestyle [6]. - Changan Ford has established a unique outdoor theme park at the auto show, integrating outdoor life with extreme performance and off-road capabilities, enhancing engagement with consumers [13]. Community Engagement - The company has initiated the "Ford Explorer Action," creating a dedicated community for Explorer owners, which has conducted over 130 public welfare activities since its inception [13][14]. - Recent activities include ecological protection and community support initiatives across various regions, demonstrating the brand's commitment to social responsibility [14].