Ford Modifies Mondeo, Will Sell Locally Built Edges In Effort To Double Chinese Market Share by 2015

by TTAC Staff

Updated: February 17th, 2014 Published: August 30th, 2013

As part of it’s effort to double its market share in China by 2015, Ford today introduced to Chinese consumers a version of the midsized Mondeo sedan that the company says has been revised specifically for that market. Ford currently has about a 3% market share in china. The Chinese Mondeo starts at 179,800 yuan ($29,400) and the company said that it expects to sell between 70,000 and 110,000 units annually in a segment led by Volkswagen and General Motors (and those companies’ Chinese partners). The Mondeo has never sold more than 70,000 since it went on sale in China in 2008.

After doubling production capacity in China and increasing the number of models it sells, Ford has seen a 50% increase in the number of vehicles they sell in China for the first seven months of 2013, compared to the same period in 2012.

Concerning the Chinese Mondeo, a Ford spokesman told Bloomberg, “We do see ourselves with this vehicle as being a volume player that appeals to a range of different people. There are unique requirements that a customer has that perhaps U.S. customers or European customers haven’t, so it’s our job to make sure that from an appearance, craftsmanship perspective, that all of those things are able to be taken into account.”

To decide on what changes the Mondeo would need to appeal to Chinese consumers, Ford says that it did three years of market research involving over 700 potential customers. Some of the changes that research prompted are LED headlights and giving rear passengers control over the audio system as well as front seat positions. Chinese consumers also apparently like round taillights as those have replaced the more C-shaped rear lamps on the Mondeo in other markets.

In addition to the news from Ford out of China, Reuters says that sources in the company revealed that the Edge crossover will be brought to China, starting in 2015, after the CUV is redesigned. Ford had previously announced that the Edge would be sold in Europe. While Ford’s North American operations will supply the Edge to Europe, the Chinese versions will be locally produced.

ford modifies mondeo will sell locally built edges in effort to double chinese

The new Edge will be built on Ford’s new CD4.2 architecture that will also be the platform for redesigned versions of the S-Max and Galaxy, neither of which will be offered in the U.S. Earlier this week, Ford released photos and information on a new S-Max concept to be shown at the Frankfurt auto show next month.

#China #Edge #Ford #FordMondeo #FordS-max #Mondeo #S-Max

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Onus on Aug 30, 2013

So much for one ford. Then again china is the largest car market now adays.

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- John Rosevear on Aug 30, 2013
  
  The new China Mondeo is a lightly tweaked Fusion. The new-ish China Kuga is a lightly tweaked Escape. Nearly all of the parts are common between the US and China cars in both cases. Nothing has really changed on either except some trim details. This is very much One Ford in action. You seriously think that because the taillights are different that all of the engineering and purchasing efficiencies go out the window?
  
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- Lorenzo on Aug 30, 2013
  
  @John Rosevear I think he's referring to the fact that the S-max and Galaxy (an old American nameplate) won't be available here. Just when you thought "One Ford" meant Euro models would be available here...
  
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- Ronnie Schreiber on Aug 30, 2013
  
  @Lorenzo In my role as unofficial TTAC pedant, I must point out that the old American nameplate was actually "Galaxie".
  
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- John Rosevear on Aug 30, 2013
  
  @Lorenzo Hey, we got the (real) Focus and the Fiesta. It's a start.
  
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- Onus on Aug 30, 2013
  
  @John Rosevear I figured I'd get the troll comment out of the way before the trolls did. I do wish if i could see the tail lights. LEDS headlights seems to be the new thing these days. They don't have the performance of HIDS but use less power.
  
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SV on Aug 30, 2013

A LWB Mondeo might be a good move for Ford. Stretched variants seem to be all the rage in China, and the Fusion isn't the roomiest car in its class as it is. I do see the styling, especially the corporate grille, playing quite well over there, though, probably something Ford was very conscious of when developing the new look.

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