To be sure it will woo China consumers as it aims to more than double market share there by 2015 and compete against segment leaders VW and Toyota, Ford made changes and added features to its mid-sized Mondeo sedan.
Ford is introducing the revamped Mondeo, priced from 179,800 yuan ($29,400) to 265,800 yuan, today, said Trevor Worthington, vice president of product development in the Asia Pacific region. The automaker expects to sell between 70,000 to 110,000 units of the model a year, he said.
“We do see ourselves with this vehicle as being a volume player that appeals to a range of different people,” Worthington said in an interview in Shanghai. “There are unique requirements that a customer has that perhaps U.S. customers or European customers haven’t, so it’s our job to make sure that from an appearance, craftmanship perspective, that all of those things are able to be taken into account.”
Sales of the second-largest U.S. carmaker jumped 50% in the first seven months of this year in China as it benefits from expanding its lineup and doubling production capacity in the country. Ford, which has lagged behind GM in the world’s largest auto market, is counting on the refurbished Mondeo to take on Volkswagen’s Magotan and Passat, Toyota’s Camry, Honda’s Accord, Nissan’s Teana, and GM’s Buick Regal and Lacrosse.