With the gradual deepening of Ford's “1515†aggressive expansion strategy, while the pace of product launch has accelerated significantly, the product launch strategy has begun to differentiate. Recently, Jiangling Motors, which has been cooperating with Ford in commercial vehicles, officially released the new Ford Everest Roadster and entered the passenger vehicle field.
The industry generally believes that Jiangling Motors will usher in a new round of growth after receiving support from its controlling shareholder, Ford. In the past, the situation of relying on Changan Ford in passenger cars will be broken. How to allocate resources to the two joint ventures in the future will become a long-standing problem for Ford.
According to the previous product launch strategy, Changan Ford is the main passenger car, and Jiangling Motors is the main commercial vehicle. Such a clear division of labor can not only achieve rapid growth, but also avoid internal friction caused by product distribution. However, with the rapid growth of Ford's annual sales in China to 1 million units, due to factors such as insufficient capacity, it seems to be somewhat difficult for Changan Ford's intention to achieve rapid breakthroughs.
Statistics show that Ford sold a total of 936,000 vehicles in China last year, of which Changan Ford contributed more than 70% of its sales with 679,000 units, and Jiangling Motors only accounted for 1/4. From January to November this year, Ford's annual sales in China exceeded 1 million. Among them, Changan Ford contributed 730,000 vehicles, while Jiangling Motors reached 245,000 vehicles.
From the sales data, it is not difficult to find that Changan Ford has contributed a major force in Ford's sales growth. Regardless of its contribution to sales volume or profit, Jiangling Motors is far from being comparable to Changan Ford. However, Ford relies only on a joint venture company of Changan Ford, it is difficult to support the heavy responsibility of Ford and Volkswagen, GM and other competitors in China. Ford CEO Mark Fields has publicly stated that "Ford has seen Jiangling's achievements in the fields of sales channel construction over the years, and in the future Ford China strategy, Jiangling will be able to share the development of Ford's new products."
For Jiangling Motors, which has long sought a passenger car market, the introduction of Ford SUV products is undoubtedly the beginning of entering the passenger vehicle field. Previously, although Jiangling Motors had made efforts to build the first SUV, Jiangling Yusheng, but the sales were not satisfactory, the average monthly sales volume was only a few hundred, which made Jiangling Motors, which has weak independent research and development capabilities, only break through the passenger cars. I hope to be on Ford.
It is worth noting that Ford and Jiangling executives both said that there is no car delivery plan. However, industry insiders believe that since 2012, Ford Jiangling has acquired Changan Heavy Duty Truck and transformed it into a heavy truck business. By 2013, Ford has been increasing the introduction of products and technologies to JMC, and does not rule out the possibility of introducing car products in the future. How to consider and balance the relationship between the two partners in terms of product launch and resource allocation in the future is crucial for Ford's further development in China.
For Changan Ford, due to the current capacity constraints, in addition to actively expanding the factory in China, it also hopes to obtain more models and resources from Ford. However, with the plan to launch 15 cars in China in 2015 next year, plans for future product launches will also be variable.
The industry believes that Changan Ford is now in the fourth place in the domestic passenger car business, and the sales volume of Dongfeng Nissan and Beijing Hyundai is very close, which will inevitably restrict Jiangling Motors from acquiring more models. From the current point of view, it is not uncommon for the international auto giant's two joint ventures in China to struggle in a balanced manner. How to avoid "infighting" and form a synergy will obviously bring a lot of test to Ford's next layout. .
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