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Ford brings a new Focus to drive China growth
By Vivian Jin |
March 22, 2012, Thursday
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Print Edition
Print Edition
FORD Motor Corp is banking on its new mid-class sedan Focus to rev up sales this year and narrow the gap with foreign rivals in the world's largest auto market.
Ford, which introduced its new Ford Focus in China recently, estimated that China's overall auto sales may grow five to 10 percent this year and the mid-class segment would continue to be one of the fastest growing markets, according to Barin Burela, president of Changan Ford Mazda Automobile Co.
Burla said the introduction of the new Ford Focus, a core model under "One Ford" strategy, enables the company to compete in the higher segment of the mid-class car market, which accounted for 70 percent of the all 5 million mid-class cars sold in China last year.
"It's very important for us to grow at the largest segment in China," he said.
Ford, which makes Focus, Mondeo, S-MAX and Fiesta under the partnership with Chang'an Auto Group, has been a late market comer to China. It also trails foreign rivals including Volkswagen and General Motors due to its limited product offerings and weak partnership.
Last year, it sold 320,658 vehicles in China, compared with Volkswagen's annual tally of 2.26 million and GM's 2.55 million.
The new Ford Focus is the first model under Ford's 15-15 Strategy, which includes bringing 15 new vehicles to China by 2015 and introducing its new engine and transmission technologies. It is also the first model to be built in Ford's new 3.2 billion yuan (US$505 million) plant in Chongqing. The plant will turn out 150,000 units per year and boost Ford's total capacity in China to 600,000 units.
The new Focus will be equipped with Ford's latest 2.0-liter engine using a gas direct injection system or the 1.6-liter Ti-VCT engine.
"China is in the center of the strategy as we go forward." said Burela. "We are ready for accelerated growth in China by increasing capacity, new products and stronger distribution by 2015."
Last year, Changan Ford increased the number of dealers in China from 340 to 465 with much of the growth in smaller inner-land cities. The company will add another 100 dealers in China this year. Meanwhile, Ford is also studying developing indigenous brands in China after the Chinese government required foreign auto companies to strengthen local research and development.
Ford, which introduced its new Ford Focus in China recently, estimated that China's overall auto sales may grow five to 10 percent this year and the mid-class segment would continue to be one of the fastest growing markets, according to Barin Burela, president of Changan Ford Mazda Automobile Co.
Burla said the introduction of the new Ford Focus, a core model under "One Ford" strategy, enables the company to compete in the higher segment of the mid-class car market, which accounted for 70 percent of the all 5 million mid-class cars sold in China last year.
"It's very important for us to grow at the largest segment in China," he said.
Ford, which makes Focus, Mondeo, S-MAX and Fiesta under the partnership with Chang'an Auto Group, has been a late market comer to China. It also trails foreign rivals including Volkswagen and General Motors due to its limited product offerings and weak partnership.
Last year, it sold 320,658 vehicles in China, compared with Volkswagen's annual tally of 2.26 million and GM's 2.55 million.
The new Ford Focus is the first model under Ford's 15-15 Strategy, which includes bringing 15 new vehicles to China by 2015 and introducing its new engine and transmission technologies. It is also the first model to be built in Ford's new 3.2 billion yuan (US$505 million) plant in Chongqing. The plant will turn out 150,000 units per year and boost Ford's total capacity in China to 600,000 units.
The new Focus will be equipped with Ford's latest 2.0-liter engine using a gas direct injection system or the 1.6-liter Ti-VCT engine.
"China is in the center of the strategy as we go forward." said Burela. "We are ready for accelerated growth in China by increasing capacity, new products and stronger distribution by 2015."
Last year, Changan Ford increased the number of dealers in China from 340 to 465 with much of the growth in smaller inner-land cities. The company will add another 100 dealers in China this year. Meanwhile, Ford is also studying developing indigenous brands in China after the Chinese government required foreign auto companies to strengthen local research and development.
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