China Automotive News Network The sudden outbreak of 2020 will have a large scale and a wide spread, and will have a significant impact on the national economy this year, and it will be even more affected by the less optimistic Chinese auto industry. Its harm.
Because the epidemic is highly contagious, reducing outing has become a recommended or enforced measure in most cities. There is no staff to the store, which is fatal to car sales. Therefore, the business crisis brought about by the epidemic situation has been first reflected in dealers.
As the overall sales of the auto market continue to decline, dealers that are already “fragile” in terms of survival are generally less able to withstand risks than OEMs. And the financial pressure caused by the epidemic situation has made many dealers face survival difficulties and urgently needs car companies to lend a helping hand.
Although most car companies have not yet started production, many car companies have already begun preparations for production and sales adjustments this year, and support for dealers during the epidemic has become a top priority.
In the past year, Ford, who has experienced ups and downs with dealers, has been firmly holding dealers in special circumstances this year. Not only do the dealers think, but they are also the strongest backing for the dealers to win the epidemic together!
Stress Relief and Double Caring
In fact, after the Ford China 2.0 business promotion plan was released last year, Ford's development in China ushered in a new beginning. The launch of a number of new cars and more incentive incentives have allowed Ford dealers to show a new look and drive. Especially in the second half of 2019, Ford's monthly sales have been in a trend of recovery, showing a good recovery.
Just as Ford plans to take advantage of this year to achieve greater growth, the sudden outbreak disrupted Ford's production and marketing plans. At this time, NDSD, Ford's national sales service agency, did not follow the original assessment plan step by step, but quickly adjusted its strategy to reduce the pressure on the dealer to show the role of a car company. warm.
Based on the actual situation, NDSD has formulated a total of eight policies: sales policy, financial support and service.
Among them, the special period of retail sales and wholesale of vehicles with the greatest pressure from dealers has been completely cancelled. In other words, before February's unclear sales forecast, each salesperson no longer has sales pressure. At the same time, Ford also appropriately lowered the threshold for rewards, selling more and earning more, truly "fear-free struggle, selling more and earning more."
In addition, NDSD's financial support covers three “reduced funding pressures and increased rebates” policy, and it is also a gift for dealers with huge financial pressure.
Among them, “All vehicle pick-ups in February (excluding Ruiji) are given 75 days of interest-free funding support” helps dealers to reasonably control inventory. The "Distributor's Existing Inventory 'Interest Rate Reduction' Policy" is specifically targeted at Hubei, reducing all interest payable by distributors in this region in February, and correspondingly decreasing by a percentage point for distributors in other regions. The reduction in funding pressure is self-evident. Finally, the "Accelerated Dealer Rebate Support Policy" has enhanced cash flow capabilities, reduced dealer expenditures, quicker repayments, naturally injected more vitality, and improved anti-risk capabilities.
Operation and safety without delay
For dealers, the most important thing is to restore the sales and after-sales service capabilities of the models. For safety reasons, Ford put aside all offline marketing activities originally planned during the Spring Festival. During this period, it provided online sales skills training to dealer sales consultants and prepared for marketing after the epidemic.
After-sales service for car owners also made reasonable adjustments during the epidemic, and continued to reduce the pressure on dealers' after-sales business, such as "The after-sales index in February is exempt from assessment", so that everyone can meditate and care for car owners; In addition, "No need to worry about the February claim business" is that the NDSD service department fully understands the current situation of the owner, and proactively extended the processing of the claim business due in February. Finally, "No need to worry about the February epidemic prevention and control" is the dealer Bringing out the “Guidelines for the Operation of Service Businesses during the Outbreak of Distributors”, with policy guidance and unified national standards, help distributor partners to do a better job of epidemic prevention and control and after-sales service.
In Ford's China imported car business, based on the objective situation that the current epidemic has affected the normal operation of dealers, Ford will adjust the relevant regulations on retail rewards projects to avoid dealers' losses caused thereby.
Since the outbreak, Ford Motor and its joint ventures in China have donated a total of 8 million yuan worth of medical supplies. In addition to medical supplies, Jiangling Motors, a Ford Motor joint venture in China, has donated value to Wuhan. 500 ( parameters | pictures ) 10 yuan of 10 The negative pressure monitoring ambulance modified by Ford Transit ( parameters | pictures ) is also in place and has made great contributions. This is the sacrifice and contribution made by JMC employees to give up rest and work overtime.
Although the sudden epidemic temporarily interrupted the rapid growth of Ford, it is precisely because Ford and dealers have experienced the toughness of the past year's car market difficulties, and now they have the calmness and calmness they face today. From these policies and measures, it can be seen that Ford has already considered the whole situation and the response measures have covered all stages of the epidemic.
As the so-called “Nice Thai” comes, some agencies predict that after the end of the war, the auto market will also expect a new upsurge in personal car purchases. The timely release of a number of policies in response to the epidemic not only demonstrated the ability of Ford and dealers to keep pace and adjust quickly, but also further strengthened the cohesion of Ford and dealers. And Ford, which is fully prepared in all aspects, is ready to take the lead in a new round of rapid development!