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Ford's Personnel Change to Normal Sales Slip and Cut Thousands of Staff

2019-3-7 14:38| 发布者: 左二爷| 查看: 120| 评论: 0|来自: 四川耍耍网www.scshuashua114.com

摘要: In response to weak sales in China, Ford's joint venture Chang'an Ford in China is quietly beginning to lay off thousands of its 20,000 employees, the New York Times reported.According to the news, Ch ...
In response to weak sales in China, Ford's joint venture Chang'an Ford in China is quietly beginning to lay off thousands of its 20,000 employees, the New York Times reported.

According to the news, Chang'an Ford's three large assembly plants in Chongqing are currently producing less than one fifth of the total capacity, and the production system has changed from three shifts to one shift. He Junjie, the new president of Chang'an Ford, told the media that organizational streamlining is an important part of managing the cost of China's market. The company is working hard to ensure streamlining and maintain a sound structure. He declined to give more details about the layoffs. On March 1, Chang'an Ford responded to the relevant media that the statement of "layoffs" was not accurate, but the fact was that some of the staff whose services had expired had not been renewed.

According to Ford Motor's 2018 earnings report, Ford lost $1.1 billion in the Asia-Pacific region, while weak sales in China became the main loss point. Frequent personnel changes in China in 2018 have also become a distinct label for Ford.

The slow updating of vehicle models, single product line and frequent personnel changes are the problems to be solved by Ford in China.

Major Loss Position in China Market

Recently, Ford Motor's global earnings report came out. As one of the key business units in the world, the Chinese market has become the main loss position.

Ford's global revenue in 2018 was $160.338 billion, up 2.3% from a year earlier, while its net profit was $3.677 billion, down 52.4% from a year earlier. Ford's losses in the Asia-Pacific region amounted to $1.1 billion, or about 7.4 billion yuan. In terms of sales, Ford's sales in China in 2018 were 752,000 vehicles, down 36.9% from the same period last year; Chang'an Ford, the core business in China, only sold 417,000 vehicles, down nearly 50%.

The reason is not unrelated to the launch of models. As a joint venture company, the rapid introduction of products largely affects its market share and reputation. According to the Beijing News, since 2015, the pace of launching new models of Chang'an Ford has slowed down significantly, and even no new models were launched in 2017.

In an interview with the media on February 24, a former Ford executive said that Ford's downturn in the boom is worth exploring, which is closely related to its product layout. In addition, Ford lacks a long-term plan in terms of domestic electrification and automatic driving, and its strategy is uncertain, which makes the outside world feel that Ford is not the leader of new technology, but just passive coping.

In fact, according to Ford's plan, its goal is to achieve a profit margin of 8% by 2020, which is less than two years away. Industry insiders predict that if Ford fails to get out of the doldrums this year, it will be very difficult to achieve this goal.

Personnel change to normal

Ford and Chang'an both attach great importance to the tremendous volatility of the Chinese market in 2018. In order to boost sales, frequent personnel changes last year became the norm for Chang'an Ford.

On January 29, 2018, Ford Motor (China) Co., Ltd. announced that Luo Guanhong, chairman and CEO of the board of directors of Chinese companies, formally resigned from the company and took effect immediately. His time in Ford China is only half a year. Although Ford claimed that Luo Guanhong's departure was his personal cause, it was generally believed that there was more or less a relationship with Ford's performance in China.

Starting with this, Ford's personnel changes in China ushered in a "climax". In April 2018, Li Hongpeng, former senior executive vice president of Beijing Mercedes-Benz Sales Service Company, joined Ford as president of Ford's Greater China Market and Sales and President of the National Sales Service Agency. But after only seven months in office, Li Hongpeng resigned on December 8, 2018 for personal reasons.

At the Guangzhou Auto Show held at the end of November last year, Li Hongpeng, in an interview with the Beijing News, also said that Chang'an Ford would strengthen research and development in the Chinese market in the future, so that the Chinese market would have an independent decision-making position. Li Hongpeng's sudden departure has made Ford's subsequent overall sales policies and adjustments in China, and whether the successor leader will continue the original plan a little confusing.

In October 2018, Ford also announced that Chen Anning, former general manager of Chery Automobile, was vice president of Ford Motor Group and President and CEO of Ford Motor China Company. Ford China also upgraded to an independent business unit and reported directly to the company's global headquarters.

According to the Beijing News, Ford China's CEO has changed 10 times since 2008, almost every year. Personnel changes have almost become Ford's preferred measure after the sales crisis.

In an interview with Beijing News on March 4, an engineer close to Chang'an Ford said that people may be a factor in the recovery of Chang'an Ford, but in his view, products are the key.

To stop the decline and rebound, products still need to take the lead

Former CEO Fried of Ford China once pointed out the problems of Chang'an Ford in public. He believed that some classic products of Chang'an Ford were at the end of the last generation's life cycle, their market competitiveness was declining, but no brand-new models were introduced, which led to a sharp decline in sales.

Faced with the current decline in sales, Ford has finally begun to take action. Ford plans to launch more than 50 new models in China by the end of 2025, including eight new SUVs and at least 15 Ford and Lincoln brand electric vehicles.

But sales feedback is more realistic. Chang'an Ford sales in January were 14.7 million vehicles, down 69.7% year-on-year, continuing the trend of sharp decline in sales in 2018. Obviously, the new Fox model launched at the end of last year did not bring more "good news" to Chang'an Ford.



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