来源：头条新闻 #数百蒙迪欧车主集体投诉福特#【陈晓波接手销售体系 福特中国能否扭转颓势？】近年来，福特中国 在华表现持续下滑，2024年市场份额仅为1.6%，全年销量44.2万辆，相较2016年高峰期缩水约三分之 二。#福特中国的时代过去了吗# 产品问题加剧了市场信任危机。11月底，黑猫投诉 【下载黑猫投诉客户端】平台显示，数百名长安福 特蒙迪欧车主针对2022至2025款车型发起集体投诉，反映车机系统频繁卡顿，且因缺乏物理按键，在行 车过程中调节空调及其他功能时操作困难，存在安全隐患。 面对困境，福特推动两大合资企业销售与服务网络整合，实施"一个福特"战略。此举使锐界、蒙迪欧、 探险者等主力车型实现渠道共享，有助于降低建店、人力及运营成本，成为应对激烈市场竞争的关键举 措。 产品问题加剧了市场信任危机。11月底，黑猫投诉 【下载黑猫投诉客户端】平台显示，数百名长安福 特蒙迪欧车主针对2022至2025款车型发起集体投诉，反映车机系统频繁卡顿，且因缺乏物理按键，在行 车过程中调节空调及其他功能时操作困难，存在安全隐患。 面对困境，福特推动两大合资企业销售与服务网络整合，实施"一个福特"战略。此举使锐界、蒙迪 ...

Core Insights - Ford's Explorer Kunlun version has been launched at a price of 369,800 yuan, featuring a 5-seat structure alongside the 6/7-seat Kunlun Peak version, creating a diverse model series [2] - The Explorer Kunlun version targets a specific market segment, balancing off-road capabilities with luxury comfort, differentiating itself within the 300,000 to 400,000 yuan price range [3] - The Kunlun version's core selling point is its combination of luxury and off-road performance, with the 5-seat version offering a trunk capacity of 1,505 liters, expandable to 2,487 liters when the second row is folded down [3] Competitive Landscape - The main competitors for the Explorer Kunlun version include Cadillac XT6, Li Auto L series, Toyota Prado, Dongfeng Nissan Tanlu, and Tank 500 Hi4-T, covering both urban and off-road SUV segments [3] - The Kunlun version is priced 30,000 yuan lower than the Kunlun Peak version, making it more accessible for off-road enthusiasts [4] Company Strategy - Changan Ford has adopted a high-value model strategy, discontinuing low-margin models like Focus and Kuga, focusing on higher-margin vehicles such as the Explorer [4] - The Explorer's monthly sales have stabilized around 1,200 units, indicating a need for the new Kunlun version to drive sales growth [4] Financial Performance - In 2024, Changan Ford is projected to achieve revenue of 48.31 billion yuan and a net profit of 2.09 billion yuan, marking a successful turnaround [4] - The company’s net profit for the first half of the year was 753 million yuan, down 58% year-on-year, primarily due to declining sales of the Lincoln brand [4] Management Changes - Changan Ford has made significant changes to its executive team, appointing Zhao Fei as chairman, with a focus on enhancing its electric vehicle business [5] - The new leadership team includes individuals with backgrounds in technology research and development, indicating a strategic shift towards electric vehicle innovation [5]

Group 1 - Zhu Huarong has resigned as the chairman of Changan Ford, following his departure from the chairman position at Avita Technology, with Zhao Fei taking over the role [3] - The leadership changes at Changan Ford include the exit of Wang Jun and Wang Hui from the board, while new members such as Liu Hong, Zhang Xiaoyu, Wang Xiaofei, and Chen Yuting have been appointed [3] - Zhu Huarong stated that he will focus more on the group's strategy and other business areas after the establishment of the new central enterprise, China Changan Automobile [3] Group 2 - Zhao Fei, who has a background in technology and management, has been appointed as the new chairman of Changan Ford, having previously held various positions within the company [4] - Changan Ford is currently undergoing a transformation phase, facing challenges in its fuel vehicle sales and slow progress in its transition to electric vehicles [4] - In 2024, Changan Ford's sales are projected to rebound to 247,000 units, reflecting a year-on-year increase of 5.97% [4] Group 3 - The current models sold by Changan Ford include Mondeo, Edge, and Explorer, while the performance of the Ford electric Mustang has been underwhelming [5] - The newly appointed executives at Changan Ford have strong backgrounds in technology and electric vehicle development, indicating a shift towards innovation [5] - The recent leadership changes signify a new development phase for Changan Ford, coinciding with a major restructuring of Ford's sales channels in China [5] Group 4 - Ford China has established a new wholly-owned subsidiary, Ford Sales and Service Company, to manage marketing, sales, and service for Ford vehicles in China, with Chen Xiaobo as president [6] - The integration of Changan Ford and Jiangling Ford's sales channels is expected to enhance the sales capabilities of Changan Ford [6] Group 5 - Liu Hong, a new board member at Changan Ford, has extensive experience within the Jiangling Ford system, which may provide valuable support for product sales [7]

Core Viewpoint - Traditional automotive giants such as BMW, Toyota, and Ford are undergoing significant channel transformations to adapt to changing market dynamics and competition from domestic brands [1][2][3] Group 1: Channel Transformation Trends - BMW plans to abandon the traditional dealership model by 2027, shifting to a direct sales approach that emphasizes control over the sales process [2][3] - Toyota is implementing a "single city, single store" strategy, consolidating its dealerships to enhance efficiency and reduce costs while maintaining dual-brand service [2][3] - Ford has established a wholly-owned sales service company in Shanghai to unify its sales channels, aiming to maximize efficiency and reduce internal conflicts among dealers [3] Group 2: Market Impact and Consumer Experience - The channel transformations are improving consumer experiences by allowing customers to view multiple vehicle types in a single location, thus eliminating the need to visit multiple dealerships [4] - Ford's channel integration has led to increased profitability for dealers by offering a wider range of vehicles, enhancing customer attraction and retention [4] Group 3: Industry-Wide Characteristics - The industry is moving towards a "light asset, heavy operation" model, with companies like Lincoln reducing store sizes and investment requirements significantly [5] - Companies are adopting a "fill-in layout" strategy, adjusting dealership numbers based on regional market conditions to optimize resource allocation [5] - The traditional 4S dealership model is being re-evaluated, with a focus on sales and after-sales services rather than the previous all-in-one approach [5] Group 4: Strategic Recommendations - Manufacturers are encouraged to enhance product competitiveness through technological innovation and to explore new channel models for better collaboration with dealers [6] - Dealers should adapt to channel changes by improving service capabilities and operational efficiency, including staff training and expanding business areas like used car sales and automotive finance [6]

Core Viewpoint - Traditional automotive giants such as BMW, Toyota, and Ford are undergoing significant channel transformations in response to the aggressive competition from domestic brands, indicating a critical shift in the automotive market landscape [2][3]. Group 1: Channel Transformation Trends - The channel transformation in China's automotive market has moved from tentative reforms to substantial progress, driven by the rapid adoption of electric vehicles and changing consumer expectations for direct sales, transparent pricing, and personalized services [3][4]. - BMW plans to abandon the traditional dealership model by 2027, aiming for full control over the sales process, where dealers will transition to service intermediaries focusing on vehicle display, delivery, and after-sales service [3][4]. - Toyota is implementing a more pragmatic approach by consolidating its dealerships to a single store per city, allowing for the simultaneous sale of multiple models and shared after-sales services, thereby reducing costs and enhancing service efficiency [3][4]. Group 2: Ford's Strategy and Market Impact - Ford's strategy involves establishing a wholly-owned sales service company to unify its sales channels in China, which aims to eliminate internal competition among dealers and maximize efficiency under a unified command [4][5]. - The channel integration has improved consumer experience by allowing customers to view multiple vehicle types in one location, thus enhancing sales opportunities for dealers and broadening their customer base [5][6]. Group 3: Common Characteristics of Channel Transformation - The automotive industry is shifting towards a "light asset, heavy operation" model, exemplified by Lincoln's plan to reduce dealership size and investment requirements significantly [5][6]. - Companies are adopting a "city-specific strategy" to optimize dealership locations based on market capacity and competition, avoiding blind expansion and ensuring resource efficiency [6][7]. - The traditional 4S dealership model is being redefined, focusing on sales and after-sales services while separating product experience and delivery processes, as demonstrated by Dongfeng Nissan's successful N7 model [6][7]. Group 4: Recommendations for Manufacturers and Dealers - Automotive manufacturers should enhance technological innovation and product competitiveness while exploring new channel models and fostering closer, mutually beneficial relationships with dealers [7]. - Dealers are encouraged to adapt to channel changes by improving service capabilities, optimizing store layouts, and expanding into used car and automotive finance businesses to diversify revenue streams [7].

Core Viewpoint - The article discusses Ford's strategic transformation in the Chinese market, emphasizing the integration of its sales and service channels to enhance brand image and operational efficiency in a competitive environment [6][9][28]. Market Dynamics - In recent years, the market share of joint venture brands in China has declined from 63% in 2020 to approximately 35% last year, indicating a shift in competitive dynamics [4]. - Some foreign car manufacturers are seeking local technology partnerships, while Ford is opting for internal reforms to strengthen its market position [5][6]. Ford's Strategic Moves - Ford China announced the establishment of the "Ford Automotive Sales Service Company" to manage its marketing, sales, and service operations, with a focus on unifying the brand experience for consumers [6][9]. - The "One Ford" strategy aims to consolidate the sales channels of Changan Ford and Jiangling Ford, addressing internal conflicts and enhancing brand coherence [17][19]. Historical Context - Ford's previous success in China was marked by significant sales, peaking at 1.27 million units in 2016, but the company faced cumulative losses of $2.5 billion by 2022 due to market saturation and competition [10][11]. - The "One Ford" strategy has historical precedence, having previously helped the company navigate financial crises and improve operational efficiency [18]. Product Strategy - Ford has shifted its product focus from smaller, less profitable vehicles to larger models like the Explorer and Edge, while also introducing high-performance variants [12][14]. - The integration of sales channels will allow for a broader product offering, enhancing customer choice and dealership profitability [22][23]. Brand Positioning - The unified sales strategy will enable Ford to sharpen its brand image, emphasizing its heritage of performance and exploration [25][26]. - The brand's messaging will be consolidated under the theme "Fun nature, go wild," aiming to eliminate previous ambiguities in brand identity [27]. Future Outlook - Ford is accelerating its transition to electric vehicles, with the highly anticipated launch of the new domestic electric Mustang expected to bolster sales [24]. - The integration of channels and product offerings is seen as essential for Ford's survival and competitiveness in the evolving automotive landscape in China [28].

Group 1 - Ford has announced the establishment of a wholly-owned subsidiary in Shanghai to manage marketing, sales, and service for its passenger cars and pickup trucks in China, with operations starting on October 1 [1] - Previously, Ford sold cars in China primarily through joint ventures, specifically Changan Ford and Jiangling Ford, with the latter dating back to 1995 [3][6] - Ford's sales peaked in 2016 at 1.27 million units but saw a significant decline to 560,000 units by 2019 due to product gaps and competitive pressures [9] Group 2 - The transition from commercial to passenger vehicles at Jiangling Ford has not been successful, with reported net losses of 106 million, 839 million, and 677 million yuan from 2022 to 2024 [22] - Ford's strategy to unify its sales channels for Changan Ford and Jiangling Ford aims to eliminate internal competition and streamline operations, similar to Mazda's previous consolidation efforts [25] - The company is also adjusting its product strategy by introducing previously hidden models like the Ranger and Mustang to cater to niche markets, which may serve as a self-rescue strategy [27][30]

Core Viewpoint - Ford China is restructuring its sales channels by establishing a wholly-owned subsidiary, Ford Automotive Sales Service (Shanghai) Co., Ltd., to manage marketing, sales, and service for Ford's passenger cars and pickups in China, effective October 1 [2][4]. Group 1: Company Restructuring - The new subsidiary will consolidate the sales services of Ford's two joint ventures in China: Jiangling Ford and Changan Ford, aiming to enhance operational efficiency and profitability amid increasing market competition [3][6]. - Chen Xiaobo has been appointed as the president of the new sales service company, reporting to Ford China's president and CEO, Wu Shengbo [5][6]. - Jiangling Motors has signed a distribution service contract with the new company, indicating that it will still participate in the sales of Ford vehicles, sharing sales responsibilities with the new entity [7]. Group 2: Market Challenges - Ford is facing significant pressure in the Chinese market, with declining sales and the need for transformation, as evidenced by a 16.43% year-on-year drop in Changan Ford's sales in the first five months of the year [4][12]. - Jiangling Ford's projected sales from 2022 to 2024 are not expected to exceed 50,000 units, with losses exceeding 1.6 billion yuan during the same period [13]. - The competitive landscape in the Chinese automotive market is intensifying, prompting Ford to consolidate resources to improve efficiency and maintain competitiveness [10][14]. Group 3: Historical Context - This is not Ford's first attempt at channel integration in China; previous efforts, such as the establishment of the National Dealer Service Development (NDSD) in 2018, were unsuccessful due to limitations in resource allocation [9]. - The automotive industry expert Mei Songlin noted that the current market conditions necessitate channel consolidation to enhance operational efficiency, especially as foreign and joint venture brands face declining sales [10].

Core Viewpoint - Ford is restructuring its sales channels in China by establishing a wholly-owned subsidiary, Ford Sales Service Company, to manage marketing, sales, and service for its passenger cars and pickup trucks in the Chinese market, marking a significant shift in its operational strategy [2][5]. Group 1: Company Restructuring - On September 23, Ford China announced the establishment of Ford Sales Service Company, which will officially start operations on October 1 [2]. - Chen Xiaobo has been appointed as the president of Ford Sales Service Company, previously holding key positions in Changan Ford and other marketing roles [2]. - The new company will unify the sales of Changan Ford, Ford imported vehicles, and Jiangling Ford, which includes models like Changan Ford Edge and Explorer, as well as Jiangling Ford's Lingrui and F-150 Raptor [3][4]. Group 2: Financial Performance and Challenges - Jiangling Ford Technology Company has been operating at a loss since its inception, with revenues of 1.24 million, 6.43 million, and 53.23 million from 2022 to 2024, and net losses of 1.06 million, 8.39 million, and 6.77 million respectively, totaling approximately 16.22 million in losses over three years [4]. - As of mid-2023, Jiangling Ford Technology Company reported total assets of about 875 million and a negative net asset of 1.42 billion [4]. Group 3: Strategic Implications - The establishment of Ford Sales Service Company aligns with CEO Jim Farley's strategy to reduce investment in China and focus on high-return businesses, indicating a strategic retreat in the Chinese market [5]. - The integration of sales channels is seen as a necessary step to streamline operations and improve profitability, as the previous fragmented sales structure was no longer suitable for Ford's strategy in China [4][5].

Core Points - Ford China has established a wholly-owned subsidiary, Ford Sales and Service (Shanghai) Co., Ltd., to manage marketing, sales, and service for Ford brand passenger cars and pickups in China, starting operations on October 1 [2] - The appointment of Chen Xiaobo as president of the new subsidiary indicates a strategic shift in Ford's operations in China, consolidating sales channels [2][3] - The signing of a distribution service contract between Jiangling Motors and Ford Sales and Service Company allows the latter to distribute vehicles produced by Jiangling [3] Summary by Sections Company Structure and Management - Chen Xiaobo has joined Ford China as the president of Ford Sales and Service Company, reporting to Wu Shengbo, the CEO of Ford China and the International Markets Group [2] - The establishment of Ford Sales and Service Company signifies the consolidation of Ford's sales channels in China, which had previously been fragmented between two joint ventures [3] Financial Performance and Challenges - Jiangling Ford Technology Company has been operating at a loss since its inception, with reported revenues of 1.24 million, 6.43 million, and 53.23 million from 2022 to 2024, and net losses of 1.06 million, 8.39 million, and 6.77 million respectively [4] - Cumulatively, Jiangling Ford has incurred losses of approximately 1.62 billion over three years, with total assets of about 875 million and negative net assets of 1.42 billion as of mid-2023 [4] Strategic Adjustments - The formation of Ford Sales and Service Company aligns with Ford's global strategy to reduce investments in China and focus on high-return businesses, as stated by CEO Jim Farley [5] - The integration of sales channels is seen as a necessary step for Ford to streamline operations and improve profitability in the Chinese market [5][6] Future Outlook - The new sales service company will unify the sales of various Ford models, including those from Jiangling and Changan Ford, and will oversee the rebranding of over 380 4S stores [5][6] - The transition to a unified sales model aims to enhance brand identity and operational efficiency, although challenges remain in balancing the different product attributes of Changan Ford and Jiangling Ford [6]