In recent years large SUV models, many domestic joint venture brands, such as mass transit there Aung, Ford Explorers, Cadillac XT6, do not include Ke Angke flag and so on. However, these models did not have a capable way too expensive than the public in terms of volume. According to 2020 sales in August showed the way up to over 7000 sales of expensive cars, while second-ranked explorers not even half, Mubarak XT6 sales of only 2911, while sales of Ke Angke do not flag even worse, only 1280 vehicles.
In fact, the force from the product point of view, the size of the largest mass transit is not expensive, most powerful, nor is it the most luxurious interior, but from a sales point of view, it also makes a lot of other models Yiqijuechen envy of.
large SUV Ford Explorer recently listed, it can be said that Ford’s domestic recent years the highest level models, but after the listing sales are still not very satisfactory, only sold in July 2202, 8 sales in January 3054 only.
[1] explorers hardware strength is not weak
In fact, the car’s explorers the strength is not weak, first of all consumers of these vehicles are not completely unknown, had previously imported into the Chinese market. Equipped with a whole new generation of explorers made after the 2.3T turbocharged engine, 276 horsepower, 425 Nm, matching 10-speed automatic transmission, the data from the book is definitely good, but Ford Explorer has a very burly body size, length reaches 5075 mm, width 2004 mm, height of 1778 mm, 3025 mm wheelbase.
Providing 2 + 7 and 3 + 6 2 + 2 2 + 2 in the seat layout. The starting price is not expensive, 309,800 yuan and expensive mass transit in the same price range. But is such a model looks pretty good, but was consistent with consumers Tucao, that this is why?
Ford Explorer [2], a second row seat is too short, uncomfortable
we all know that the United StatesThe reason why the more popular cars in the Chinese market before, mainly because of particularly comfortable seats, were the first American-style luxury sofa has thus been called out.
But the Ford Explorer’s second-row seat children may seem short, according to professional media test, found that the length of the second-row seat cushion is not very satisfactory. After experience who ride up, front half of the leg in a position substantially vacant. Although there is no problem on the space, but it does more generally in terms of ride comfort.
In fact, not only one or two customers reflect a similar problem and found that consumers reflected cushion Ford Explorers problem in many forums, many consumers really short reaction in the second row, the front seats are very comfortable, but the second-row seat ride okay girl, boy ride is not very comfortable, in addition to other consumers is reflected in the design of the seat cushion question, after strong point about 10 cm in the front seat of reliable, effective support is very short, and the third row is particularly low, squatting on the ground a little feeling.
[3] price, workmanship, design, seems to be explorers in particular from consumers see
[ 123] in addition to the second-row seat cushion relatively short outside, Ford explorers consumers do not seem to be see very, very much Tucao point. For example Tucao prices, said Aung way price is lower than the explorers from 3 to 40,000, and indeed is the case, and now mass transit Aung discount rate really big.
while some consumers reflected in the design of Ford’s appearance is not very atmospheric, with passers-by Aung Aung way or contrast some of the more domineering. There are also some consumers reflect, I feel very good interior color, the center console not work, not flat after the test drive, but on the issue of working with the material, which is not the first time Ford at a disadvantage in this respect. Interior work is indeed not a strong Ford.
Of course there are many more consumers to reflect the addition to the front, the back two rows of four seats are too small, not very comfortable, six cars intermediate channel uplift, not back into the comfortable.
Summary: Ford still too do not understand the Chinese consumer?
If one sentence to sum up Ford’s performance in the Chinese market, then I think it is Ford too do not understand Chinese consumers, although quite a long time to enter the Chinese market, but compared to Volkswagen Research on Chinese consumer psychology, Ford sent too far. Volkswagen Touran, though not the size of the largest and most powerful, but it does appear to be the most domineering, and now discount rate is not small. The Ford Explorer, though there are larger sizes, but not significantly domineering. Although there is a strong dynamic performance, but it is not very comfortable ride. This is almost a death sentence for explorers. But for Ford, the opportunities for improvement is still there, after all, the Big Three, the Ford Explorer does have the advantage side.