When Ford introduced a successor for the storied Escort in 1998, it felt that the new car was so radically different that it dropped the Escort name altogether in favor of the Focus. But now, the Escort is set to have a second life, as Ford is accelerating its product development for the Chinese market.
The Escort is part of Ford’s plan to introduce 15 new vehicles to China by 2015. As before, the Escort represents an entry in the compact car segment. The Focus is reportedly the best-selling nameplate in China, but Ford is seeking to bolster its presence with the new Escort.
Ford calls the new car’s design stylish and unpretentious. It does bear the familiar Ford front design with Aston Martin-like grille, but the detailing looks simpler than the Focus’ complex surfaces. Effectively, it looks like it will slot below the Focus in pricing. Ford says it will have a roomy interior and the Device Dock technology. The Device Dock allows seamless integration of mobile phones, MP3 players and navigation systems, including storage, mounting and recharging.
Attainable car
“The Ford Escort is a perfect example of how Ford’s global approach can be fine-tuned to meet the needs of individual markets by listening to customer feedback,” said Marin Burela, Changan Ford Automobile president. “Taking Ford’s hugely successful C-car platform as a foundation, the all-new Ford Escort puts us in a perfect position to serve Chinese customers looking for an alternative and attainable compact car.”
“Even as the Ford Focus remains the best-selling nameplate in China, we recognize that many consumers in China are looking for something else in a compact car,” said Luo Minggang, Changan Ford Automobile executive president. “The Ford Escort is the answer to the question of what these consumers really want and value in a car for themselves and their families.”
The formula for the new Escort may be similar to Nissan’s strategy to relaunch the Datsun brand as an entry-level, low-cost model.
Sleek version
Ford also marked the Year of the Horse with the all-new Mustang at its Beijing auto show stand. Mustang features a sleek reinterpretation of classic Mustang styling cues like the tri-bar taillights, shark-nose front end and elongated. The interior is also slated to receive better materials including aluminum and premium leather.
The all-new Mustang will be available with the 5-liter V8 or a 2.3-liter, four-cylinder EcoBoost engine.
On the SUV front, Ford will also launch the all-new Everest in China. The midsize seven-seater will be built for the Chinese market by joint venture partner JMC. Just as in other markets, affluent Chinese are increasingly favoring SUVs even for urban use.
Ford also presented an outdoor area where one could experience Fords on various obstacles like a seesaw and a steep, roller-coaster-like uphill track section.
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