2026年初，现代汽车CEO何塞·穆诺兹率先打开了合资车企的新想象空间。8个月两次访华、与北汽达成一系列新合作共识……这些积极操作让北京现代这家 曾经的百万辆级合资车企，时隔多年后再次回到行业视野中，也成为颓势合资汽车品牌绝地求变的信号。 事实上，整个合资车企阵营都处在新格局落地前夜的状态，都在等待拐点到来。截至目前，国内车企2025年销量基本发布完毕。合资品牌的生存空间在"自 主品牌份额突破65%、新能源市场份额突破50%"的市场格局下再度缩小，不过，在合资品牌大批新车整装待发、本土战略不断调整的背景下，谁能留在牌 桌上还充满变数。 变数来自多方面的不确定：一方面，虽然大部分合资品牌仍在下滑通道中，但头部品牌各有侧重的目标基本达成；其次，2026年即将迎来合资新产品浪潮， 一大批中外合作研发的新能源智能化车型将集中投放，"合资品牌能否扛得住更激烈的竞争"充满悬念。另一方面，合资品牌基本已走完转型过渡期，转型的 不同路线对应的不同成果也将在2026年开始呈现。 变化已经在发生。2025年的合资品牌不再是清一色的颓势，反而是"亮点"颇多：大众"油"升"电"降，全力保利益，且一汽-大众开始启动出口业务；上汽通 用 ...

Core Insights - Changan Ford is facing a significant decline in sales, with retail sales in China dropping to 99,400 units in 2025, nearly halving from 247,000 units in 2024 [3] - The financial performance of Changan Ford has also deteriorated, with revenue falling by approximately 20% to 18.16 billion yuan in the first half of 2025, and net profit decreasing by about 59% to 753 million yuan [3] - The decline in Changan Ford's sales reflects broader challenges faced by joint venture automakers in China, with other brands like Changan Mazda and Dongfeng Peugeot experiencing similar downturns [4] Sales Performance - Changan Ford's retail sales in 2025 were reported at 99,400 units, while wholesale sales were 121,500 units, marking a significant drop from the previous year's figures [3] - In the first five months of 2025, Changan Ford's cumulative sales were only 76,000 units, representing a year-on-year decline of 16.43% [3] - The peak sales for Changan Ford were around 1 million units in 2016, but sales have since plummeted to one-tenth of that figure [3] Financial Performance - In the first half of 2025, Changan Ford's revenue was 18.16 billion yuan, down from 22.707 billion yuan in the same period the previous year [3] - The net profit for the same period was 753 million yuan, a decrease from 1.821 billion yuan year-on-year [3] Industry Challenges - The struggles of Changan Ford are indicative of a larger trend affecting joint venture automakers in China, with brands like Changan Mazda and Dongfeng Peugeot also facing significant sales declines [4] - Even larger Japanese automakers, such as Honda, have seen substantial drops in sales, with Honda's sales in China falling by 24.28% year-on-year to 645,300 units [4] - Some joint venture companies are adapting by exploring new sales strategies, such as IAT Toyota and GAC Toyota collaborating in lower-tier cities [4] Strategic Adjustments - In response to the crisis, Ford China announced the establishment of a wholly-owned subsidiary in Shanghai to manage marketing, sales, and service for Ford brand vehicles [6] - The new subsidiary aims to integrate sales across Changan Ford, JMC Ford, and imported vehicles, with plans to launch several new products in 2026 [6] - However, the company is also facing customer complaints regarding the performance of the Mondeo model, which has led to negative publicity [7][8]

Core Insights - Changan Ford's wholesale sales in China for 2025 are reported at 121,500 units, with retail sales at 99,400 units, falling below the critical survival threshold of 100,000 units for automotive companies [1] - The lack of official sales data from both stakeholders, Changan Automobile and Ford, indicates a strategic silence regarding Changan Ford's performance [3] - Changan Ford's struggles are attributed to insufficient competitiveness in traditional fuel vehicles and a slow transition to new energy products, as evidenced by the low sales of its main model, the Mondeo, which sold only 47,000 units last year [3] Sales Performance - Changan Ford's sales peaked in 2016 at 957,000 units but have since declined, with sales dropping below 200,000 units for the first time in 2019 and experiencing fluctuations in subsequent years [3] - In 2024, Changan Ford's sales rebounded to 247,000 units, marking a 5.97% increase [3] Comparison with Ford's US Market - In contrast, Ford's sales in the US grew by 6% last year, reaching 2.2 million units, marking the company's best annual sales since 2019 [4] - Ford's profitability in the US is supported by strong sales of high-margin large pickup trucks and hybrid models, aided by strategic adjustments in response to slowing electric vehicle demand [4] Strategic Adjustments - Ford views the Chinese market as a significant challenge and is accelerating strategic adjustments in 2025, focusing on unified sales channels and emphasizing rugged off-road and new energy products to create an integrated "One Ford" approach in China [4]

Group 1 - Changan Ford's wholesale sales in China are projected to drop to 121,500 units in 2025, with retail sales at only 99,400 units, marking a significant decline from 247,000 units in 2024 [1] - The drop below the critical annual sales threshold of 100,000 units indicates severe operational pressure for the company, as this level is essential for cost-sharing and maintaining dealer network stability [1] - Changan Ford's sales have been on a downward trend since reaching a peak of 957,000 units in 2016, with a notable decline to below 200,000 units in 2019 and further drops in subsequent years [1] Group 2 - The sales structure is heavily imbalanced, with the Mondeo model alone accounting for 47,000 units, nearly half of the brand's total sales, indicating a vulnerability to market risks [2] - Changan Ford has eliminated popular models like the Focus to pursue higher unit profits, resulting in a gap in the 100,000 yuan price segment, which has led to a loss of market share as competitors adopt aggressive pricing strategies [4] - Changan Ford's sales have consistently declined for five consecutive months, with only 76,000 units sold in the first five months of 2025 [4] Group 3 - Changan Automobile reported total sales of 2.913 million units in 2025, with a significant 85% coming from its own brands, indicating a reduced reliance on joint ventures [5] - The decline in Changan Ford's performance reflects broader challenges faced by many joint venture brands in adapting to the rapidly evolving electric vehicle market, where domestic brands dominate with over 70% market share [5] - Traditional advantages of joint venture brands, such as durability and fuel economy, are losing relevance in the electric vehicle sector, where many brands struggle with outdated technology and insufficient range [5]

2026.01. 21 本文字数：918，阅读时长大约1.54分钟 作者 | 第一财经 葛慧 10万辆/年，在业内通常被认为是汽车销量规模的关键临界点，跌破10万辆意味着研发制造成本和产 能利用率拉响警报。 曾经一年卖出近百万辆的合资品牌长安福特，今年已跌破上述生存红线。 据懂车帝援引的乘联会数据统计，长安福特2025年1~12月在华批发销量12.15万辆，零售销量9.94 万辆。这两个数据相比该品牌2024年24.7万辆的销量，均明显腰斩。 一般而言，由于批发销量存在向经销商压库等因素，零售数据更能体现终端市场的真实情况。这也意 味着，若按零售销量，长安福特多年来首次跌破10万辆/年的生存红线。 零售销量来看，最多的蒙迪欧一年买了4.7万辆，在所有车型销量中占到半数比重。作为福特电动化 开山之作，福特电马只卖了35辆，且销售数据自8月开始无记录。 | | 长安福特2025年度销量统计 | | | --- | --- | --- | | | 琴售量 | 批发量 | | 蒙迪欧 | 47075 | 68019 | | 锐界 | 32276 | 34087 | | 探险者 | 13569 | 13543 | | ...

Core Insights - Changan Ford's sales have significantly declined, falling below the critical threshold of 100,000 units per year, which raises concerns about manufacturing costs and capacity utilization [1][3] - In 2025, Changan Ford's wholesale sales in China were reported at 121,460 units, while retail sales were only 99,364 units, indicating a substantial drop compared to 2024's sales of 247,000 units [1][2] - The retail sales data suggests that Changan Ford has experienced its first drop below the 100,000 units per year survival line, with the Mondeo model accounting for a significant portion of sales [1][2] Sales Performance - In 2025, the retail sales breakdown shows the Mondeo sold 47,075 units, the Edge sold 32,276 units, and the Explorer sold 13,569 units, while the Ford Mustang Mach-E only sold 35 units [2] - Changan Ford's sales have been on a downward trend since reaching a peak of 957,000 units in 2016, with sales dropping to 184,000 units in 2019 and further declining to 233,000 units in 2023 [3] - The company saw a brief recovery in 2021 with sales reaching 304,700 units, but this was followed by consecutive declines in 2022 and 2023 [3] Market Position - Changan Ford's parent company, Changan Automobile, reported that in 2025, its total sales reached 2.913 million units, with 2.468 million units coming from its own brands, representing 85% of total sales [3] - The decline in Changan Ford's sales has led to a shift in focus towards its own brands, as indicated by the lack of official sales announcements from Changan Ford's shareholders [3]

Core Viewpoint - Ford China is facing significant challenges, with a market share of only 1.6% and annual sales of 442,000 vehicles in 2024, representing a decline of approximately two-thirds from its peak in 2016 [1][2] Group 1: Market Performance - Ford China's market share is projected to be 1.6% in 2024, with total sales expected to reach 442,000 vehicles [1][2] - This sales figure marks a decline of about 66.67% compared to the peak sales in 2016 [1][2] Group 2: Product Issues - A trust crisis has emerged due to product issues, highlighted by collective complaints from hundreds of Mondeo owners regarding the 2022 to 2025 models [1][2] - Complaints include frequent system lag in the vehicle's infotainment system and difficulties in adjusting air conditioning and other functions due to the lack of physical buttons, raising safety concerns [1][2] Group 3: Strategic Response - In response to these challenges, Ford is integrating the sales and service networks of its two joint ventures and implementing the "One Ford" strategy [1][2] - This strategy aims to enable channel sharing among key models such as Edge, Mondeo, and Explorer, which is expected to reduce costs related to store establishment, personnel, and operations [1][2] - A new unified sales service company has been established, led by Chen Xiaobo, who is known for his marketing expertise, though it remains to be seen if he can successfully navigate Ford China out of its current difficulties [1][2]

Group 1 - Changan Automobile has appointed Zhao Fei as the new president after an 8-month vacancy, effective immediately [2] - Zhao Fei has a long history with Changan, having joined the company in 1996 and held various key positions, including Vice President of Changan Ford and Chairman of Changan Automobile Technology Group [3] - The company has undergone a significant transformation, becoming an independent central enterprise, which requires a shift in strategic management from a "follower" to a "leader" [4] Group 2 - In the first 11 months of the year, Changan's total sales reached 2.6582 million units, a year-on-year increase of 9.25%, with over 85% coming from its own brands [5] - The financial performance for the first three quarters of 2025 showed total revenue of 114.927 billion yuan and a net profit of 3.055 billion yuan [6] - However, the two major electric vehicle brands under Changan, Deep Blue and Avita, have not yet achieved profitability, with significant losses reported over the past three years [7]

Core Insights - The total number of valid complaints from car owners reached 17,961 in November 2025, marking a month-on-month increase of 3.3% and a year-on-year increase of 33.6% [1] - Cumulative complaints from January to November 2025 exceeded 200,000, representing a 32.3% increase compared to the same period last year [1] Complaint Rankings - Chery Automobile's model X ZA9L topped the complaint list with 394 complaints in November, a significant increase from 42 in October, primarily due to policy changes and disputes over new and old model iterations [2][3] - The top ten models with the highest complaints included brands like Chery, Equation Leopard, and Ford, with issues ranging from delivery problems to system upgrades [2][4] Types of Complaints - Service-related complaints were the most significant, with 4,086 complaints regarding service attitude, followed by sales issues and unfulfilled promises, indicating a lack of transparency and fulfillment in transactions [2] - Quality complaints were also notable, with 977 complaints related to vehicle body accessories and electrical systems, highlighting issues with stability in software and hardware as vehicles become more connected [3] Brand Performance - In November, complaints from domestic brands increased by 10.3% compared to October, with service issues being the primary source of this growth [4] - Conversely, complaints from joint venture brands decreased, although their total complaint volume remained higher than that of domestic brands [4] Complaint Handling - The complaint response rate improved slightly, with 47 companies achieving a 100% response rate, including Zeekr and Xpeng [5] - Some companies, like Geely and Beijing Off-road, showed high withdrawal rates of over 70%, while others like Beijing Hyundai and Xpeng maintained low withdrawal rates [5]

Sales Performance - The dealership sells approximately 14 batches of cars daily, with 3 out of 10 customers specifically interested in the new Sagitar L model [1] - Last month, the dealership sold 86 cars, with only 7 being Sagitar L, and currently has 5 units in stock, all in the elite version [1] Customer Demographics - The target demographic for the Sagitar L is younger individuals who prioritize aesthetics and technology in their vehicles [2] - Customers are willing to pay a higher price for the new model, with one customer opting for the Sagitar L over the older model despite a price difference of around 20,000 yuan [2] Competitive Analysis - The main competitors for the Sagitar L are the Lingdu and Civic, but customers are also considering a wider range of vehicles, including both traditional and electric options [3] - One customer initially interested in the old Sagitar switched to the new model after seeing it, while another customer ultimately chose the Mondeo due to its lower price [5][6] Configuration and Purchase Preferences - The most popular configuration is the Sagitar L elite version, with 80% of sales being white cars [7] - The dealership offers a financing plan with a total interest of 15% and a rebate of 5% [8] - The Sagitar L is priced at 125,900 yuan, with a net price of 121,900 yuan after discounts, and customers appreciate this pricing model despite some being hesitant to purchase [9] Customer Feedback - Feedback on the new Sagitar L has been limited, with some customers mentioning the hidden door handles as less user-friendly compared to traditional ones [11] - Younger customers generally appreciate the design changes but feel the price is relatively high, impacting perceived value [11] Maintenance Costs - Regular maintenance costs are outlined as 298 yuan for oil, 50 yuan for the filter, and 160 yuan for labor, totaling 508 yuan [12] - The recommended maintenance intervals are 5,000 kilometers for non-synthetic oil and 10,000 kilometers for synthetic oil [12] Market Considerations - Many customers are inquiring about last-minute subsidies, but the dealership cannot guarantee success in securing these [13]