Ford Makes History in China (Video)
“Built Ford Tough” slogan goes global with the new Ranger and the F-150 Raptor.
It’s almost overwhelming to think about how much of the stuff we use every day comes from China. Even if you make a conscious effort to buy American for whatever reason, it’s nearly impossible to avoid products that come from this manufacturing powerhouse.
The global economy is a two-way street, though. What you may be surprised to learn is that American cars, trucks, and SUVs are very popular in China. Therefore, Ford is looking to get a bigger piece of that sales-pie by selling their new Ranger, and the mighty F-150 Raptor in the land of the rising sun.
While the current global Ranger might not be sold here in the US, the “Built Ford Tough” marketing should be familiar to every American Ford truck enthusiast. Along with the F-150 Raptor, both trucks hope to be a solid one-two punch into the Chinese market.
China is the fourth-largest truck market in the world, but pickup trucks make up less than two percent of sales, primarily due to restrictions on pickup trucks in city centers. However, the Chinese government is easing those restrictions, and extensive market research from Ford is showing promise.
By capitalizing on this potential growth early, Ford hopes for deep market penetration, perhaps replicating their domestic success. As a result, Ford is banking on a killer marketing strategy will target China’s affluent middle and upper class.
Will Chinese truck customers show as much loyalty as American truck buyers? Ford thinks so, especially with repeat business being a big key to the F-150’s success here in America. With so much attention being paid to Chinese goods and manufacturing lately, we can only hope Ford is successful in getting Chinese consumers to embrace their trucks.
Do you think Ford will be successful in China?