Ford Introduces Eco Boost Engine Against Mass TSI

● Interviewed: Bai Ruijun, Deputy General Manager of Changan Ford Sales Co., Ltd.

In a country as diverse as China, how do you differentiate your brand? This is the question that Richard Baker, who has been in China for eight months, is thinking about. His title is the deputy general manager of Changan Ford Sales Co., responsible for the Ford brand market. Bai Ruijun said that his main goal is to lead the successful transformation of Ford brand positioning from “exciting activities” to “excellent feelings”.

In response, Changan Ford is working on new technologies, new models, production capacity, and channels to accelerate expansion to catch up with the growth rate of the Chinese auto market.

Fight TSI with EcoBoost

At the Guangzhou Auto Show (Weibo), Changan Ford brought the 2011 Mondeo-Zhisheng G TDi model. This is Changan Ford's first production model equipped with EcoBoost and PowerShift new power technology. It is said that this technology has higher fuel efficiency and fuel economy is equivalent to a hybrid vehicle with a low displacement. EcoBoost technology is also an important magic weapon for the global rise of Ford. Ford introduced this technology to China, hoping to rely on it to become a magic weapon in China.

All along, Chinese consumers have a traditional impression of high fuel consumption in American cars, which has also become one of the major constraints to sales. Changan Ford is eager to introduce EcoBoost engines, and it is to break the inherent impression of consumers and establish a new technology-leading image. .

Previously, Volkswagen took the lead by introducing the "TSI (Turbo Inline Direct Injection) + DSG (Dual Clutch Transmission)" technology and achieved great success in sales. Ford's domestic production of E coBost and PowerShift technology, and Volkswagen TSI+DSG have the same purpose, will become Ford's domestic auto market magic weapon.

Bai Ruijun, deputy general manager of Changan Ford Sales Co., Ltd., said that EcoBoost technology is the most suitable for the Chinese market because of its reasonable price and low fuel consumption. Another reason Bai Ruixuan did not point out is that the masses rely on similar technologies to achieve great success. Chang An Ford also has a bright future along this route.

Bai Ruijun said that all models that Ford will introduce in the future will be equipped with new power technologies such as E coBoost and Pow erShift. By 2013, Ford Motor Co., Ltd. will sell 1.3 million EcoBoost vehicles worldwide, and about 80% of its products will have EcoBoost engines.

From "Live wonderful" to "Feel extraordinary"

With almost simultaneous introduction of EcoBoost power technology, Ford's adjustment of its brand positioning has changed from the original “wonderful” to “extraordinary”.

Bai Ruiji said that the reason for changing the brand positioning is that "lively" can not fully reflect the connotation of Ford's future brand image. "'Live wonderfully' is mainly affiliated with Fox, but with the introduction of products such as Mondeo's wins by Changan Ford, this brand positioning is no longer able to reflect future demand." Bai Ruijun said, can not say that Ford left the "live wonderful" This area, but to increase the depth and meaning of the brand.

Bai Ruijun said that Changan Ford will introduce at least three new cars in the next three years. “Extraordinary experience” means that Chinese consumers, like Europe and other developed countries, will experience Ford’s most advanced products, technologies and services in the first place.

Plan to launch 4 new cars in 3 years

In terms of new products, Changan Ford plans to launch four new models in the next three years. If this goal is achieved, it means that the company's product launch rate has exceeded the sum of the past six years.

In preparation for production, the new Chongqing Changan Ford Mazda plant, which has invested 3.34 billion yuan, is stepping up its construction and the production capacity of Changan Ford Mazda will reach 600,000. In addition, the new engine plant of Changan Ford Mazda will also start construction in 2011. After completion, the total output of Changan Ford Mazda will increase from 350,000 units to 750,000 units.

Chang'an Ford's expansion in the channel is equally rapid. On November 25th, 40 authorized dealers of Changan Ford opened at the same time. By the end of the year, the total number of dealers opened will reach 66. In 2010, Changan Ford will add a total of 100 new dealers, which will increase by 41% in 2009, reaching a total of 340.

According to a report issued by Ford Motor Co., it is expected that 70% of Ford’s business growth will come from Asia-Pacific and Africa in the next 10 years.