Ford Advances China Strategy Integration by Establishing Wholly-Owned Company to Unify Sales and Service Channels

On September 23, Ford Motor (China) Co., Ltd. officially announced that it would establish Ford Motor Sales and Service (Shanghai) Co., Ltd. (hereinafter referred to as "Ford Sales Service") in Shanghai. As a wholly-owned subsidiary of Ford, this entity will take over the marketing, sales, and after-sales services of Ford-branded passenger cars and pickup trucks in the Chinese market. The new company is expected to officially commence operations on October 1, 2025. Meanwhile, Mr. Chen Xiaobo has officially joined Ford China as the President of Ford Sales Service, reporting directly to Mr. Steven Armstrong, President and CEO of Ford China and the Ford International Markets Group.

Ford's establishment of a wholly-owned subsidiary undoubtedly represents a significant innovation in its channel and service system in China. This marks the integration of Ford's sales operations in China, including Changan Ford and JMC Ford, under the new company. The new company will focus on building a unified Ford brand sales and service network, which will not only include the globally launched Ford Mustang Mach-E at the Chengdu Auto Show but will also introduce more new products in the future. Through one-stop services and efficient network collaboration, it aims to provide consumers with a superior experience. Wu Shengbo stated, "The establishment of a wholly-owned Ford sales and service company is a bold exploration for the Ford brand in the face of fierce market competition, and it will help us further strengthen our brand image and enhance the operational efficiency and profitability of our dealers."

According to reports, the upgraded channel system will incorporate more "lifestyle" elements. Ford Sales Service plans to launch four core segments based on the "Ford All Directions" system: Experience Space (All Directions Space), Outdoor Life Community (All Directions Community), Personalized Modification (All Directions Equipment), and Service Guarantee (All Directions Protection). The aim is to create a diverse ecosystem that integrates outdoor leisure, exploration, and urban living, providing users with a comprehensive "outdoor all-scenario experience."

Mr. Chen Xiaobo has a profound industry background in personnel layout. He has served as the Vice President and General Manager of the Marketing Center at Changan Ford New Energy Technology Co., Ltd., and as the Vice President of National Sales Service Institutions at Changan Ford, among other key positions. He has also held important management roles at well-known companies such as Changan Automobile and Renault China.

Industry observers point out that Ford's establishment of a wholly-owned sales and service company is not only an adjustment to channel management but also a profound reflection and re-planning of its brand development path. For a long time, multinational automakers in the Chinese market have relied on joint venture models for operation, and Ford's move is seen as a proactive effort to strengthen its brand image and market voice. This model helps reduce the coordination costs associated with joint venture structures and enhances decision-making and execution efficiency.

Currently, the Chinese automobile market is accelerating its transition to new energy vehicles, and the competitiveness of domestic independent brands is increasingly improving. For multinational car companies to maintain a leading position at this stage, aside from advantages in their products, they need to achieve differentiation breakthroughs in user experience, service networks, and brand culture. From this perspective, Ford is attempting to connect its brand closely with users' daily lives by creating outdoor lifestyle scenes through its "vertical and horizontal" system, which aligns with the approach of many domestic brands in building a "user ecosystem."