The new Ford Focus, diesel engines, competition and prices
Last week, Ford in collaboration with the company Transtehservis “opened in Kazan, a major dealerships. The event was attended by Russian predizent Ford Brekenberi Nigel (Nigel Brackenbury), and Avto.Lente.Ru been able to interview him. We talked about the New Focus, the prospects for diesel engines in Russia, Ford pricing, and much more.
The new dealer center
At a press conference on the opening motor “DFD-South” in Kazan, Nigel Brekenberi said that in the near future Ford plans to significantly expand its presence in the region - to increase the number of car in cities with a population of about one million people and “absorb” the smaller communities Punta, where now there are no dealerships. In addition to increase the number of service centers in cities, especially Moscow and St. Petersburg.
In doing so, Ford did not intend to significantly increase the number of partner: an expansion to the regions, according to Nigel Brekenberi, the company wants to conduct, together with companies that already have in their portfolios dilerstvo the American brand.
The new Ford Center in Kazan, which opened in November, has a show-rumom area of 960 square meters and service area at 18 points. Sales Plan - 1300-1500 cars a year.
“Transtehservis and Ford entered into a dealer agreement one year ago, and while this automobile was built in TTS implemented more than a thousand machines, working in a” temporary “location.
Director-General “Transtehservisa” Vyacheslav Zubarev said that his company plans to open in Tatarstan and neighboring regions, new car dealers of different brands, increasing the number of dealerships DFD almost doubled.
Ford in Russia
At a press conference in Kazan in the first instance referred to the development of Ford’s dealer network in Russia. However, in conversation with Nigel Brekenberi, we raised a few other topics. The first asked about the pricing policy of our country:
Avto.Lenta: The media have repeatedly reported that the Russian branch of Ford operates at a loss, although this information, you have never commented.
Nevertheless phenomenally low prices on the Focus and a low for the entire range of Ford - is a fact. How will your pricing policy? You’ll be like now sell cars cheaply and will gradually raise them to the level of competitors such as Volkswagen. It is only in our Golf is much more expensive than a Focus, but in Germany, these cars are sold at a price - around 20 thousand euros for a car with a 1.6 engine.
Nigel Brekenberi: We do not publish financial results in Russia - it is very difficult to separate from the European business, so is only a consolidated report for all of Europe. C other hand, is no secret that the work in Russia is quite cost-of-the high cost of delivery vehicles, customs duties and other causes.
With regard to our current policy, it is explained very simply: we expect profitability in the long run. Both in Russia and throughout Europe.
Now let’s talk about prices. If you go back to the comparison of Golf and Focus, in Germany, these machines are on an equal footing. They belong to the same tax niche and sold in comparable quantities. High volumes - the two models can be considered as a bestseller, especially the Golf, which is more than one year has been the absolute leader in sales.
In Russia all the way. Going to the market, Ford has taken the strategic decision to open the plant and by the Russian assembly to save on customs duties. Focus, therefore, is relatively cheap and sold in large volumes. Volkswagen pays all charges and can not keep the price at the same level. As a result, Golf is not competing with Focus, but rather with the machinery of premium brands. And such competition, to be honest, its impact on sales is not the best way.
Having opened a plant in Vsevolozhsk, of course, we could sell the Focus on higher prices. But then we would never have reached current levels of production. After all, the buyer understands everything. Understands that the cars assembled in Russia, the cheaper the cost of imports. And expect that for this reason that the prices will be lower.
Avto.Lenta: But there is another trend - the price of cars in Russia is constantly increasing. Including the Ford. Whether this trend? Strongly went there Focus?
Nigel Brekenberi: Politics Ford around the world - to keep prices at the highest competitive level.
Nevertheless, the value of cars in Russia will grow, and the reasons that a lot. Not the last of them - high media inflation - the fall of the efficiency and increasing cost of advertising. Contact with the audience expensive by 50-70 percent per year! “Up transportation costs, increasing staff salaries.
On the other hand, we have no excuse themselves from further increase in sales volume, but at high prices, it is not possible.
Thus, our price policy in Russia will consist of two components - we will try to maintain our product more attractive, but at the same time we are increasing the costs. Nothing more specific, unfortunately, I will now say can not.
Avto.Lenta: Thank you. This is quite enough.
Recently we talked about that the other automakers in Russia will open their plants and lower prices. Do not fear Do you think that because of that Ford will face very stiff competition and the alignment of forces in the market change?
Nigel Brekenberi: Yes, the market may change. But while in Russia early to talk about tough competition. And Ford and other car, who want to increase sales, there is much to grow, without prejudice to each other. There are two major prerequisites.
The first - now the number of cars per thousand people in Russia is much less than, say, in Western Europe. And this figure, given the current economic growth will increase.
The second precondition for the increase in sales - the rejuvenation of the car park. Now in a lot of ten-, fifteen-twenty, and even cars. And many dream car change to a new machine.
In many countries, eg Italy and Spain, there are special programs that encourage people to get rid of the old and ecologically unsafe cars. State benefits, if they ever disappear from the roads. Beneficial in all respects. And I think sooner or later Russia should come to this.
Avto.Lenta: Next year, we have a New Focus. More precisely, is not new, but updated.
Nigel Brekenberi: I am quite satisfied with the word “new.” Because usually restyling - this is only a small conversion of the front of the car. Sometimes I do, and optics. And here, all body panels except the roof and new.
Avto.Lenta: Okay, let’s call it “focus to two and a half” because it is not Focus-two “, but not yet” Focus-three. ” In Europe this car, as far as I know, will be offered with the diesel volume of 1.6 and 2 liters, which was not before restyling. Also to appear gearbox with two clutch (still only dvuhlitrovogo diesel) and the completion Titanium.
According to rumors in Russia, there will be no “Titaniuma, no new diesel engines, either the box with two clutches. Is this true? If yes, whether all of these innovations in the future?
Nigel Brekenberi: And you think that the equipment will be popular Titanium?
Avto.Lenta: I think it would have sold no worse Ghia.
Nigel Brekenberi: I am not so well acquainted with the specifics of the Russian market, but I, like you, it seems that Focus Titanium has very good prospects here - the car needs a young but wealthy buyers who are not conservative, perhaps overly conservative version Ghia.
We want the Focus Titanium was available, and try to expedite this process. Such a configuration would not be right after the start of sales of the updated Focus, but then it should appear.
With regard to diesel engines, we are the first to propose such motors for mass machines. We sell them for several years, but demand is still very small - two to three percent for each model. Among the buyers mainly corporate clients and only in big cities: Moscow, St. Petersburg, Ekaterinburg, Tyumen … In the province of such vehicles and dealers, and motorists are the very cautious. They fear that modern diesel engines will not be able to “digest” the local “diesel.” And fear, it is necessary to recognize the reasonable.
And now let’s imagine what would happen if we are now going to sell in Russia a new Focus with two types of diesel engines and a new robotized gearbox. As I said earlier, the proportion of such machines - three per cent. And yet there is such a thing as a plan of production and sales plan. And every dealer, I would have to say: “a hundred sold Focus three cars must be diesel. One engine 1.6, the other with dvuhlitrovym, and the third - also with a double clutch.” This is, to say the least, complicate their lives. And in terms of receiving orders, and in terms of logistics and in terms of service.
Take, for example, a car with a diesel engine and dual clutch. Their share will be … somewhere in one car from two. However, each dealer will have to send their engineers to train, to then be able to handle such a machine. Engineer learns to return to work, and the first car with this box will come to it sometime next year. Can he handle it well, without any practice? Hardly. Will have to learn anew.
Therefore, as before, we will offer diesel engines, and we want to lead by sales of such vehicles. On the other hand, it makes sense to extend the range only after the demand grows.
Avto.Lenta: And when do you think the market mature, and diesel engines will become popular?
Nigel Brekenberi: Ford, along with other automakers is a member of the Association of European Businesses. And about a month ago we had a meeting where we discussed this issue. We tried to understand what we can do to the quality of fuel at filling stations in Russia were high - and the diesel and gasoline.
This we say with the Russian authorities, with Petroleum. And if gasoline in the country as a whole is good, the quality of diesel fuel … That’s why it is unstable.
Not so long ago, I spoke with someone from the rally “Moscow-Vladivostok”, organized by Skoda. This trip was attended by gasoline engine. And, they say, if you go on the diesels, a normal column to find somewhere to Novosibirsk, it would be impossible.
Avto.Lenta: You know, I participated in this rally. And so what you said, not quite agree. Yes, good fuel for the Urals are rare. And harder to find diesel fuel than gasoline. But on the other hand, the diesel car can drive on one tank much more than gasoline. In terms of Western Siberia - from one large city to another. For Baikal, yes, difficult. But there is not something that the filling, there are no roads there.
Nigel Brekenberi: Nevertheless, the problem with the quality of fuel available. This is a first. Secondly, the question “dizelizatsii” yet does not interfere State. And in fact carried out by the authorities of tax policy depends very much. See, for example in Europe. There, in some countries, diesel cars are very popular, while in others they almost nobody buys. The reason is that, as are the prices of fuel and transport taxes.
And what position on this issue will choose Russian Government, will be very important.
Finally, much depends on the consciousness of buyers. The most striking example - the United States. There, in fact, ideal conditions for a mass conversion to diesel cars. On the one hand, gasoline went up strongly. On the other - across the country can now buy high-quality diesel fuel. On the third - on the market than there were cars with diesel engines, cost, and at the same time powerful. But Americans do not hesitate to buy them. They are afraid. They have not yet learned that the diesel - it was good.
In Russia, too, not all went to diesel engines. I went, you went - we work this. A simple motorists will be able to rasprobovat such vehicles only after across the country will have good fuel and tax incentives. And we are interested in the fact that all this was.
Avto.Lenta: “Well, about diesels is understandable. Will the demand - are diesels. On the other hand, along with dvuhlitrovym diesel and we do not receive a box with a double clutch. Is there a “Ford” wants to put it on petrol cars?
Nigel Brekenberi: You went to the car with this box?
Avto.Lenta: Yes. These were the cars with DSG: “Volkswagen and Audi.”
Nigel Brekenberi: I also went to them, and I really liked. It seems to me that this technology has great future in spite of the fact that while the box with double clutch is very expensive. Hand and smooth switching, and speed, and economy, they benefit from “automatic” and “mechanics”.
Initially, Ford will use such gearbox only on diesel engines, but then they should appear on gasoline. Most likely it will be powerful and relatively expensive cars like the Focus ST. The advent of such machines in Russia should make a box with a double clutch of more or less popular, with its familiar and buyers, and servismeny, after which it will be possible to think about the supply of other models with such a transmission. But so far no concrete action was taken.
I do not think that this technology has in Russia to replace the market “automatic” or manual. The proportion of such vehicles is likely to remain small. Because, as I said earlier, the dual clutch dearly.
Avto.Lenta: Thank you. About the new Focus, the new technology and pricing policy is clear. The next question relates to your dealer.
Service centers are trying other brands do not serve the old machine - it is troublesome and not very profitable. And you, by contrast, are fully involved the owners of the first “tricks” and old “Mondeo”, offer them special services shares - the parts and work at a reduced price. Why do you need this? Especially now, when all you say, including a shortage of authorized services, the queues for services.
Nigel Brekenberi: The automakers compete in Russia in three major areas. The first - the creation of a developed dealer network. Fortunately, we care to this matter a long time, and on this point Ford among leaders. The second - the organization of local production. We also among the leaders - the factory Ford a long time, but competitors are mostly either build them or are planning to build. Third - regularly updated lineup. We can not afford, as they used to sell old cars in Russia. However, this does not mean we - all automakers brought new items very quickly.
These three areas - the present. And what will happen next? Then will the other competition, and most importantly, that will fight for automakers and dealers - are loyal customers. This, incidentally, at the opening ceremony of the dealerships said the Director-General Transtehservisa “Vyacheslav Zubarev.
A person buying a Ford - a new or used, be sure that his car will be able to serve high quality, fast and not for the space cost. Dealers must work not only with the new car warranty, the challenge - to repair any Ford throughout his lifetime. And now we are talking to owners of previous models of Ford, that they are willing to do so. Indicates that the drive to Ford - it’s convenient. And in the long term loyalty of our customers is very useful.
Serve the old car is not easy, especially in large cities where there is not enough service capacity. But we solve this problem. Now, some centers are working in three shifts, soon to open new …
Avto.Lenta: The next question concerns the new Mondeo. Feel the difference whether the Russian buyers, which says your marketing campaign Feel The Difference? Are they related to the Mondeo as an expensive and prestigious car and still consider it a cheap alternative to “Japanese” like a Toyota Avensis?
Nigel Brekenberi: We are not so long ago, Russia began selling Mondeo, so make any conclusions too early. The only thing I can say - expensive cars in the Ghia and Titanium equipment sold well. Time passes, and we know how well. Understand whether the image Mondeo.
It’s no secret that we want this. We want to look Mondeo people who buy premium-car segment. And for that, in principle, has all the necessary prerequisites. Good design, very high-quality interior, equipment, inaccessible to competitors’ cars …
Again, not a secret that sell expensive modifications to us cheaper. Dovezti machine cost 20 thousand dollars to dealerships worth as much as car worth 50 thousand. On the advertising of cheap cars, too, one does not give rebates … Therefore, we will try to sell as many cars in the top versions.
But we need not only to increase profits, but also to increase sales volume - otherwise there is no sense to collect the Mondeo under Peter, in Vsevolozhsk. And to increase its need to sell many cars in the base, which is less profitable for us.
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