Credit: Visual China

BEIJING, August 1 (TiPost) - Changan Ford Chongqing Automobile Co., Ltd. announced that it officially took over the operation of Ford Motor Company’s Mustang Mach-E Business in China on Tuesday.

This move is part of Ford ’s strategic shift and business adjustments in the Chinese market.

(资料图)

Changan Ford announced its first significant move after the business transition, which is to offer all existing Ford Mustang Mach-E owners a comprehensive upgrade to Qualcomm’s third-generation 8155 chip, enhancing the responsiveness and intelligence of the vehicle system.

With this integration of Mach-E’s business operations, Ford Mustang Mach-E will no longer operate independently but will become part of Changan Ford’s product lineup and sales channel system. Mach-E will use Changan Ford’s sales channel to its advantage.

Facing the increasingly competitive domestic market for intelligent vehicles, Changan Ford’s first step after taking over Ford’s Mustang Mach-E Business is to promise a free upgrade of the Qualcomm Snapdragon cockpit platform (“8155” chip) for existing Ford Mach-E owners. After the chip upgrade, the vehicle system’s speed will double, providing car owners with a more intelligent and smoother driving experience.

Some Changan Ford dealers have already set up exclusive exhibition areas for Ford Mustang Mach-E and have started selling the vehicle.

Regarding after-sales maintenance, Changan Ford will also provide genuine parts and certified technicians for Ford Mustang Mach-E users, along with a 24-hour hotline and 365-day roadside assistance, allowing them to complete vehicle maintenance without leaving their homes.

In 2022, the total sales of Mach-E in China were only 4,860 units. As for the results of operations and marketing over the past two years, Ford Mustang Mach-E didn’t meet Ford’s expectations in terms of both market volume and actual sales.

According to data from the China Passenger Car Association, from January to May 2023, Ford Mustang Mach-E’s monthly sales were 1,050 units, 84 units, 283 units, 332 units, and 249 units, with a cumulative total of only 1,998 units.

Transferring the business operation of Mach-E to Changan Ford’s distribution channels can leverage the company’s existing network layout advantage to improve sales and service quality. With its familiarity with the Chinese market, localized strategic adjustments can be made, which will be beneficial for Mach-E’s future sales.

Besides, after Mach-E’s return to Changan Ford’s distribution channels, the company finally has its first pure electric vehicle, filling the gap in its product lineup.

关键词：