New models to further boost Changan Ford’s sales

Changan Ford Automobile Co Ltd, the joint venture between China's Changan Automobile and US automaker Ford, introduced three new models at the ongoing Guangzhou auto show, all designed to meet the specific needs of Chinese consumers and deemed as the most promising models launched at the show.

Among the stellar introductions, the All New Ford Escort is a compact sedan designed for family use. To better serve the market, Changan Ford has managed to bring together affordability and top-class quality in one car.

The starting pre-sale price of the model announced at the auto show is 99,800 yuan ($16,295), which has "hit the heart of consumers," said Marin Burela, president and CEO of Changan Ford. At the same time the car also features fuel efficiency, smart technology, and the highest level of safety performance that stems from Ford's global engineering and R&D capabilities.

Also, eyeing China's booming SUV market, Changan Ford debuted the 7-seat All New Ford Edge at the auto show, which is designed for both business and family use. The All New Ford Edge can transport three generations of a family, a feature which many Chinese families want, the company said.

Besides, the company also showcased the latest flagship sedan the All New Ford Taurus in Guangzhou using advanced holographic 3D technique. All of the three new models are expected to be available on the Chinese market next year, which will make the joint venture's sales "go further" in China, as its slogan puts it.

"We've done an enormous amount of research to see what Chinese customers really desire," said Burela, noting that understanding consumers' needs, quick response to market changes and emphasis on quality have been the major factors that drive Changan Ford's success story in China.

Changan Ford is among one of the best-performing joint venture automakers in China. In 2013, the company sold 678,951 units of cars in China, surging 62 percent on a yearly basis. In the first 10 months of this year, its sales reached 660,000 units, up 23 percent year-on-year - more than 3 times the industry's average growth.

In 2011, Changan Ford announced a plan to roll out 15 new models in the Chinese market by 2015. The plan is currently well on schedule and its product lineup in China is further improved.

In its SUV lineup, the company has the Ford Kuga, the Ford EcoSport, and the All New Ford Edge. In the sedan family, the company has star models like the Focus as well as new ones like the All New Escort.

The Focus sedan has been the best-selling sedan model in China for two consecutive years. In the first 10 months of this year, a total of 327,187 units of Focus sedans were sold in China, the highest among all sedan models available on the Chinese market.

To meet the growing demand in the world's largest auto market, Changan Ford is boosting its capacity. In 2010, the company only had one assembly plant in China. Now it has three assembly plants, one engine plant and one transmission plant, with the third assembly plant just having marked its inauguration in Southwest China's Chongqing on November 4. And a fourth assembly plant in Hangzhou, East China's Zhejiang Province is set to start operation early next year.

The company's dealer network is also expanding fast. The number of dealers in China will reach over 800 by the end of 2014, more than double the number in 2010.