Pulsestacks reported on April 30th that Jiangling Ford has launched a new brand called Ford Zhongheng. It's easy to understand - roaming the world. Although ordinary SUVs can also roam around, it's definitely more fun to drive those vehicles with higher playability.
Before Zhongheng, the visibility of the Everest (specs | images), Yusheng, and Ruiying was too low. When it comes to Jiangling Ford, the most memorable might still be the Transit. In light of this, Liu Jisheng, the Chief Technology Officer of Jiangling Ford, and his team have been discussing for a long time: How to give Jiangling Ford a distinctive brand personality?
When models like Raptors, Mustangs, and Rangers appear on Jiangling Ford's future product list, Liu Jisheng must answer this question: Can the existing team handle these vehicles?
In the past, breaking into the automotive market was difficult. The challenge lay in creating a unique "persona" for a vehicle. Just like good and bad actors, if a group of actors already has distinctive personalities, enhancing them can leave a lasting impression.
Ford has taken two key steps:
First, they assembled a team with over half of its members from non-automotive backgrounds to break into new territory.
Second, they reorganized the dealer network, relocating all dealerships to be closer to places where users engage in activities.
The roles of frontline sales teams have also evolved. Ford has allocated 30 staff members to each store. In addition to traditional sales and after-sales services, they have introduced the role of "leader." "Now, to build the entire ecosystem, we need people to take users out to play. Exploring and ensuring safety are essential for these outings. For modifications, we need specialists," Liu Jisheng explained. These functions go beyond those of traditional 4S stores. "We need people for outdoor activities, for modifications, and for guiding customers."
Since March this year, Ford Explorer has been gradually engaging car owners nationwide in activities. Just like private domain operations, playing can lead to income. From 2024 to now, dealers' revenue from activities other than selling cars has exceeded 20 million. Whether it's renting snow tires, carrying karaoke machines, or selling mahjong tables, any outdoor scenario you can think of can be addressed on "Ford Explorer Shopping."
The limited edition game "Riding Cowboy" received over 800 orders within three hours of its initial release. As for the limited edition Ford Mustang Swamp, by the time the car show prices were officially announced, over 1,500 units had already been ordered.
The overwhelming demand for limited editions and the surge in orders pose a challenge for Ford Explorer. "We can only work hard to increase production capacity. On one hand, we need parts from North America, including aftermarket service parts. As long as it's related to this car, we need all the parts, and we need to get them back."
Jiangling Ford has long been without the happy troubles like this.
Swapping orders for technical support, parts, and influence, in front of American partners on-site, Liu Jisheng remained resolute: "Since everyone hopes that China will be a Ford export base in the future, you have to help us more. Otherwise, how can I export if I can't even meet domestic demand?"
Liu Jisheng believes that Ford's current success is as expected, "Making China the world's second-largest market for Mustangs and Rangers is only a matter of time."
