In a recent update from Ford Performance Marketing Manager Henry Ford III, it was made known that Ford Motor Company intends to bring its newest Raptor performance off-road truck to the Chinese Market. With a widely emerging auto industry in China, the Japanese, Detroit Three, and European automakers are fighting for brand position and recognition. To help build the strength of the Ford brand in the Chinese Market, Henry Ford III expressed Ford’s desire to build its “halo-effect” through the release of some of its premiere models into the new market. The Raptor would come as an addition to the already popular and performance-oriented Mustang GT, Focus ST, and Fiesta ST in the Chinese Market. Henry Ford III added, “We do see a big halo lift from these performance products in the US and Europe, and we do expect to do the same thing in China.”
As these companies seek to create a foothold in one of the last large auto markets, brand recognition and association are important to future growth in this sector of the world market. According to Ford the Raptor will not see any watered down performance with the only changes occurring on the exterior to comply with Chinese regulations. There is expected to be an increase in price for the Chinese market in comparison to the US, but only due to costs associated with doing business in China and transporting the Michigan-made Raptor across the Pacific.