对话江铃福特刘继升：以“用户共创”重塑越野生态

Core Viewpoint - The event "烈马创造营音乐派对" marks a shift from traditional car launches to a user co-creation model, emphasizing the integration of outdoor culture and community engagement in the automotive experience [1][6]. Group 1: User Engagement and Experience - The "福特纵横户外主题乐园" has attracted nearly 50,000 visitors since its trial operation, with a customer spending rate five times that of traditional attractions [3]. - The park offers diverse activities beyond vehicles, creating an "outdoor lifestyle community" that enhances user retention [3]. - The transformation of users from mere buyers to co-creators is exemplified by the "烈马创造营" campaign, which received nearly 2,800 creative submissions and engaged 610,000 voters [7]. Group 2: Brand Evolution and Market Strategy - Ford is transitioning from a brand that solely outputs products to a platform that encourages user expression and creativity, making user participation a valuable asset [9]. - The "纵横购" platform has achieved over 150 million yuan in revenue, offering flexible options for vehicle modifications, thus fostering ongoing dialogue with users [9]. - Ford is building an ecosystem that extends beyond the brand itself, with plans for differentiated experiences in new locations like 柳州乐园 [10]. Group 3: Commitment to Core Values - Despite the electric vehicle trend, Ford maintains a strategy that balances traditional fuel-powered vehicles with modern demands, emphasizing the unique functionality of off-road vehicles [11]. - The company aims to redefine the relationship between brand and users, focusing on inclusivity and diverse value creation [10]. Group 4: Future Outlook - The event signifies a potential new business paradigm where vehicles serve as a starting point, and users take center stage, with Ford facilitating a platform for self-discovery [13].