Recently, news of the discontinuation of various models has been one after another. Previously, the online version of the Fit model will officially bid farewell to everyone after July 1. This news also saddened many GK5 fans.
However, in my opinion, Honda fans are not necessary Too sad. After all, the next generation of Fit will come as scheduled without any accident. This is also a reassurance for Chinese consumers.
However, some other models are not as lucky as the Fit, such as Toyota Prado and today's protagonist-Ford Mondeo.
Mondeo will stop production? That's right! Ford recently announced that it will officially discontinue production worldwide in 2020The Mondeo model means that this mid-level sedan with a history of many years and once known as Martin Jr. will soon bid farewell to the market. Ford himself was slapped in the face.
Why did you say that Ford was beaten in the face? As early as last year, there was news that Ford Mondeo was about to discontinue production. At that time, Ford officially stated: "Mondeo is still the core project of the brand, and we will not stop production."
But now, only a short year later, Ford has announced the end of the car’s life in advance. Isn’t it a face-off?
Poor sales are the main reason for Mondeo’s discontinuation
Review MondeoIn the past, its domestic sales were not bad, and it even became one of the mainstream choices of joint venture mid-level cars.
Especially in 2015, Mondeo’s annual sales reached With 120,202 units, it ranks sixth among all medium-sized cars. This data surpassed the two famous veterans at the time, Regal and Teana.
However, since 2017, Mondeo’s sales Began to fall off a cliff. In 2018, Mondeo sold onlyFor 45,405 units, it was the worst result since 14 years, and it was cut directly.
Not only in China, but also in the US market, Mondeo also Encountered the same situation. In 2014, sales reached a peak of 300,000 units+, and then they have been shrinking year by year. By 2018, Mondeo's annual sales in the United States were only 173,600 units, and the sales in the first four months of the year were only 56533 units, which is basically a direct half.
Update stagnation, word of mouth plummeted
Why will Mondeo’s sales encounter Waterloo in just a few years? The key lies in slow product updates and poor reputation.
The current Mondeo is the fourth-generation product of the entire car series. It was born in 2013. More than 5 years have passed since it has not been replaced.
And its opponents? Passat, Camry, Accord, Teana, Regal have all completed the replacement, and many of them also use advanced technology.
Like the eighth-generation Camry uses a brand new TNGA Architecture, the new Teana is equipped with a 2.0T variable compression ratio engine, the Accord alsoReplaced with a 1.5T engine.
Only Mondeo is still making minor repairs, the overall The powertrain has not changed at all, and it is still 1.5T and 2.0T matching 6AT gearboxes.
Be aware that even Ford’s own new models are now It is the new generation of Fox and Raptor that have been replaced with the latest 10AT, which shows that Mondeo has deviated from the mainstream in terms of technology.
Of course, if it is not replaced for a long time, but the productIf the quality is decent, it won't be so miserable. There is a good example. The Volkswagen POLO has only recently been replaced, and the previous generation models have been sold for longer than Mondeo. However, this does not affect that POLO is still the mainstay of small hatchback sales.
However, Mondeo is different. Not only is its update speed slow, but the overall product reputation is also biased.
One of the most intuitive is the heavier odor in the car. This is because I have personally experienced it, so I have a deep experience. The strong odor in the car makes the first feeling of consumers very bad.
At the same time, the 2018 models were also exposed to problems such as bulging tires and rusty lower frame. This is not serious, the most serious should be 13 models, engine oil leakage, throttle oil storage, engine jitter, ABS failure, abnormal fuel consumption, engine failure lights and so on.
In addition, there areThe gearbox fumbles, the trunk leaks, etc.
In addition, Ford has recalled more than 170,000 Mondeos because of the hidden danger of steering gear breakage, and has experienced broken axles, so the reputation is getting worse and worse. This kind of sales is not surprising.
Ford SUV strategy
In addition to Mondeo’s own problems, Ford’s product strategy is also a very important reason for Mondeo’s suspension.
As can be seen from this picture, Ford F-series pickup trucks are its main sales force, while in the domestic market, Ford has deployed a large number of SUV models, from Yibo to Explorers, in various levels and There are all kinds of positioning models.
As the ban on pickup trucks is gradually lifted, Ford also introduced F150 Raptor and RANGER pickup trucks to the country, hoping to capture the dividends of the pickup truck market in advance.
ComprehensiveAs mentioned above, Mondeo's own products are no match for its opponents, and it is also in a disadvantageous position at the strategic level. The final destination can only be to stop production. As for Ford's road to revival, it is still far away.