Changan Ford's 2025 Retail Sales Drop Below 100,000 Units, Hitting Industry Survival Threshold for First Time

According to data from the China Passenger Car Association (CPCA), Changan Ford’s retail sales in China plummeted to just 99,400 units in 2025—down by more than half compared to 247,000 units in 2024—marking the first time it fell below the industry-recognized "survival threshold" of 100,000 units. This threshold is widely seen as critical for automakers to sustain R&D cost-sharing, maintain adequate production capacity utilization, and ensure dealer network stability. Changan Ford’s sales heavily rely on a single model—the Mondeo—which accounts for nearly half of its total volume. Meanwhile, its key electric vehicle offering, the Ford Mustang Mach-E, sold only 35 units throughout 2025, with no recorded sales since August. Earlier, Changan Ford had discontinued high-volume fuel-powered models like the Focus, creating a void in the sub-100,000 RMB market segment. While most joint ventures have resorted to aggressive price cuts to boost volume, Changan Ford’s adherence to a rigid pricing strategy has led to a continuous erosion of its market share. Since June 2024, Changan Automobile has ceased disclosing separate production and sales figures for Changan Ford. The company’s self-owned brands now account for 85% of its total sales, significantly reducing its reliance on the joint venture segment. Industry analysts note that Changan Ford’s struggles reflect the broader decline of joint venture brands amid their lagging transition to new energy vehicles.