Ford to start a new sub-brand in China

Ford to start a new sub-brand in China

Ford is planning a new sub-brand for the Chinese car market, together with its local partner Changan Automotive. The brand will be owned by the Changan-Ford joint venture, and it will be called ‘Jiayue’ (佳跃), best translated as ‘Good Leap, as in ‘leap forward’. Logo seems to resemble a wing, or a bird.

The brand’s first car will be a rebadged Ford Focus Classic powered by an old 120hp 1.8 liter petrol engine. Price is expected to start around 90.000 yuan. Debut os the brand is scheduled for the Chengdu Auto Show in September. The Focus Classic is a slightly dressed-up variant of the second generation Ford Focus, manufactured by Changan-Ford alongside the current third generation Ford Focus.

Ford is one of the very few major manufacturers without a sub-brand in China. Sub-brands are an idea of the central Chinese government, forced onto the joint ventures, to get more technology in Chinese hands. Manufacturers comply, they have to, but only with the oldest tech they have on shelf.

Lone exception is the Venucia sub-brand, owned by the Dongfeng-Nissan joint venture, that makes cars based on recent and current technology, and is becoming quite a success.


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4 Comments on "Ford to start a new sub-brand in China"

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Steve H
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Hmm that badge is nearly identical to the Daewoo badge

royalmm
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You know, I think you’re right…

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[…] O Focus de 2ª geração será apresentado oficialmente no Salão do Automóvel de Chengdu, em setembro, mas não será vendido com o emblema do oval azul, mas o de uma nova marca de baixo custo, resultado de uma joint-venture entre a gigante norte-americana e a chinesa Changan Automotive. Essa nova marca da Ford se chamará 佳跃, que se pronuncia “Jiayue“, e que significa “Salto à frente”. O logotipo da nova marca tem inspiração na asa de um pássaro. O “Focus” da Jiayue (佳跃), porém, terá algumas diferenças estéticas em relação ao modelo que foi vendido como Ford. A criação… Read more »
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[…] Dentro de muy poco el mercado chino recibirá una nueva marca. Se trata de Jiayue, una firma creada por la alianza de Ford y Changan para satisfacer las necesidades de un público que busca vehículos accesibles de calidad.De momento no hay mucha información sobre la inversión realizada ni la previsión de ventas pero sí sabemos que el primer producto será el Ford Focus 4p de segunda generación con el restyling. Sólo recibirá pequeñas modificaciones como el diseño de algunas llantas y el nuevo logotipo que estará presente tanto en la tapa del maletero como en la parrilla frontal.Bajo el capó del… Read more »