2. The concrete of Ford Motor Company's failure in the competition of Chinese new energy vehicles

 

The concrete of Ford Motor Company's failure in the competition of Chinese new energy vehicles

 

1.     Overview

 

Because the world is paying attention to the issue of energy conservation and emission reduction, China wants to reduce the country's carbon emissions by developing new energy vehicles. Then China government made many new policies to encourage the cars productors to develop the new production.

 

So, the rapid development of new energy vehicles in China, especially the emergence of a large number of emerging new energy vehicle companies under the guidance of the government, they develop fast and strong. Nowadays, there are all kinds of new energy cars in China, such as Blade Electric Vehicles, Hybrid Electric Vehicles and so on. At the same time, other traditional car companies also have action soon. They product many types of new energy cars, and want to join the China market. This is a huge challenge for some traditional car companies which are slow or have not yet entered the market, especially Ford.

 

Unluckily, the Ford is not sensitive enough to China's policies, they just want to development the traditional cars and ignore the carbon emissions require about China government. When other car productor all concentrated on new energy cars, Ford did nothing.

 

 

Other countries have not paid much attention to new energy vehicles, such as the United Kingdom, the United States, etc. And Ford is a US company, it is unimportant for Ford to pay more energy to new energy cars. Because Ford is the best fuel cars productor.

 

 

But these traditional automobile companies, such as Ford, have relied on sufficient fuel vehicle technology reserves to occupy a large market share in China, and want to maintain their dominant position, they symbolically launched a pure electric car, but consumers have too many choices and are not interested in Ford’s new products.

 

 

2.     Current situation

 

Entered the Chinese market in June 2019. They make a new company with a China car productor named Jianghua. But at this moment, the market in China had been occupied by other brands. But at this time, Ford is no longer visible in China's new energy market. He has been classified as a “other" car brand with a very small market share among Chinese car brands. Prior to this, in 2018, Ford's sales ranking in China was still in the top 20 list.

 

Globally, they are lagging behind. Compared with other traditional auto companies such as BMW, Audi, etc. Although, in 2020, Ford still in the world's top five car companies list. If it still not pays attention to the new energy cars, it will be late.

 

Luckily, Ford realize the mistake in China, they make a plan about build the platform about new energy cars, and research and development the battery in this car. They want to increase the proportion of new energy vehicles in the entire automobile production system to 40%.

 

Ford has fallen behind too much in China's new energy vehicle market, but it is now aware of this problem and is actively making strategic adjustments, but it is not clear whether it will help the company's development in China's energy vehicle market in the future.