‘One Ford, Dream Forward’: 2024 One Ford China Dealer Annual Conference Held in Kunming

Mar 25, 2024
3 MIN READ
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From March 21 to 22, the One Ford China Dealer Annual Conference, along with the Changan Ford New Energy Vehicle Technology Dealers Conference and the Jiangling Ford Motor Technology Conference, were held in Kunming. This event marked the first gathering in 2024 of the One Ford Family, led by Ford China with joint support from Changan Ford New Energy Vehicle Technology and Jiangling Ford Motor Technology.

Ford brand dealers from across the country gathered in Kunming, the City of Eternal Spring, to join the business summit. The teams of dealer representatives reviewed their respective business achievements with Ford China over the past year, and also shared in-depth industry and consumer insights from the front lines that could be leveraged for the strategic development of the Ford brand.

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    One Ford China Dealers Conference
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Sam Wu, President and CEO Ford China at the conference

At the annual conference, Sam Wu, President and CEO of Ford China, reiterated the crucial role of the Chinese market for Ford Motor Company. As such, Ford is committed to focusing its resources on its core business strengths, while accelerating its electrification transformation, expanding export operations, enhancing operational efficiency across the organization, and promoting sustainable development of its business in China.

He also pointed out that in the face of fierce market competition, Ford China must carve out its own path for success by capitalizing on its business strengths and creating more products and experiences that meet consumer needs in Ford’s areas of excellence.

Moreover, Sam expressed his appreciation for the hard work and support of dealers all over the country, stating that Ford will continue to work closely with dealer partners to accurately find customers who favor the Ford brand, and to create value for these customers through high-quality products and services while bringing the “wild” spirit of Ford brand to life.

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    Lyle Watters (left), Vice President of Ford Motor Company and General Manager of Ford China Passenger Vehicles
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The conference was also attended by Lyle Watters, Vice President of Ford Motor Company and General Manager of Ford China Passenger Vehicles; He Xiaoqing, President of Changan Ford Automobile Co., Ltd.; Yang Dayong, Chairman and President of Changan Ford New Energy Vehicle Technology Co., Ltd.; Qiu Tiangao, Party Secretary, Chairman of Jiangling Motors Group Co., Ltd. and Chairman of Jiangling Motors Co., Ltd.; and Liu Jisheng, President of Jiangling Ford Motor Technology . The leaders shared Ford brand's business performance in 2023 as well as development plans for 2024, and presented awards to outstanding dealers.

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On March 22, during the Jiangling Ford Motor Technology Dealers Conference, reservations for all seven models in the Ford Bronco series officially began, and reservation prices of the entire lineup were announced. Ranging from 300,000 to 450,000 RMB, the series aims to provide off-road enthusiasts with an unparalleled driving experience at a more cost-effective price.

Anderson Liu, President of Jiangling Ford Motor Technology, said that the official opening of reservations for the domestically produced Ford Bronco reaffirms Ford Beyond's commitment to the Chinese market of bringing top-tier off-road products to China. As Ford Beyond continues to set the trends in China's rugged off-road market, it will also strive to become a leading outdoor and off-roading lifestyle brand that provides Chinese customers with a one-stop experience for outdoor and off-roading adventures – so that customers can play and explore the wild together with Ford Beyond.

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During the conference, the Ford Bronco and Ford Mustang Dark Horse also landed in the City of Eternal Spring for an exciting test driving experience. The dealer partners were able to fully experience the two iconic models under Ford’s new brand strategy, and enjoy their unique thrill to the fullest.

A special static display area of Ford’s entire lineup was also displayed at the conference, where the brand’s products were adapted for different driving scenarios, such as on the road and on the racetrack, as well as for off-roading, outdoor adventure, and family outings. This static display area not only attracted many attendees, but also drew a large audience that stopped to take photos. Some dealers also brought their own livestreaming teams, with various hosts doing live vehicle walkarounds on the scene.

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    Lyle Watters sits in the All-New Ford Bronco displayed at the conference
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Furthermore, the first Ford China GEMBA was held at three dealerships in Kunming: Yunnan Wanfu (the first Changan Ford New Energy Vehicle and Ford China authorized dealer in the Yunnan region), Yunnan Mingfu (the first Ford Beyond store in Yunnan), and Kunming Aojitong Lincoln Center (the first authorized Lincoln franchise dealer in Yunnan). During GEMBA, dealer partners from the southwest region had the opportunity to meet and have open, honest discussions with leaders, exchange insights and experiences with other partners, and enhance their business skills through on-site visits and direct communications.

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GEMBA Click to Enlarge
GEMBA Click to Enlarge

This year’s One Ford Dealer Annual Conference was the first time that the "One Ford" concept was brought to life at the annual dealer meeting. This conference also marked the first time that Ford China presented a unified Ford brand image to dealers. Not only does this format integrate various channel networks between Ford China and its dealers, therefore achieving cost synergies, but it also saved meeting time and travel costs for dealers who operate both Changan Ford New Energy Vehicle and Ford Beyond products.

As the beginning of spring brings renewal and rejuvenation all around, the One Ford Family is setting out together from the City of Eternal Spring and into an even brighter future.

One Ford China Dealer Annual Conference Click to Enlarge
One Ford China Dealer Annual Conference Click to Enlarge

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