Changan Ford is poised to compete in a new segment, with its new C-class flagship sedan Taurus expected to hit the Chinese market soon.
The car is designed and crafted by a global team specially for Chinese customers, said Marin Burela, president and CEO of the joint venture between China's Changan Automobile and US automaker Ford Motors, at a press conference in Beijing on Thursday.
He said the car is the result of listening to the voice of the Chinese customers. "From the time we launched the Mondeo, customers have always asked, 'When are you giving us a true business sedan?' So we spoke to the customers, we researched, we listened and then we concluded that the Taurus is the right vehicle for the Chinese market," Burela said.
The sedan, which will be made in the Hangzhou plant, sports an EcoBoost V6 engine and a gearshift dial selector. It also has a 2,949 mm wheelbase, longer than the Toyota Crown and the Buick Lacrosse, ensuring greater legroom for those sitting in the backseats.
It also boasts inflatable belts in the back seats, which can recline to offer passengers a more comfortable ride.
Advanced technology is another highlight of the car. It can emit sound waves to counteract noise from its engine and surroundings to ensure a quiet in-car environment. It also offers parking-assist functions and is equipped with the Ford SYNC 2 system that allows voice command control.
Burela said the vehicle will meet both business and personal needs as people spend many hours in their cars and refer to them as their second office or their second home.
Analysts have wondered if the Taurus would sell well as both the Chinese car market and Changan Ford have seen their pace of growth slow.
Burela said he has no such concerns and cited the example of Ford's Escort model. Since it hit the market in early 2015, it has been one of the most popular family cars in the country.
He said if a carmaker is providing a product that customers need and want, that is the right thing to do.
"If we listen to our customers and deliver on our promise, if we never let them down, sales volume will come."
He said listening to the voice of Chinese customers is the secret to Changan Ford's success in the past and will also lay a foundation for its future success.
In 2012, Changan Ford ranked 14th by sales among carmakers in the Chinese market but it jumped to 6th in 2014 with sales of more than 800,000 units.
"Never ever disappoint your customers, never ever let them down... then the customers will reward you, because they trust you.
"They are our masters, they are our captains and we will not stop serving them," Burela said.
