Changan Ford Sales Fall Below the 100,000-Unit Survival Threshold for the First Time

[Market Alert] Changan Ford’s 2025 retail sales totaled only 99,400 units, marking the first time it has dropped below the critical annual survival threshold of 100,000 units.

Key Data: Sales Nearly Halved, Inventory Pressure Mounts

Retail sales of 99,400 units represent a near 50% drop compared to 247,000 units in 2024. Wholesale volume stood at 121,500 units, highlighting a significant wholesale-to-retail gap and underscoring the difficulty in clearing dealer inventory. Since its peak of 957,000 units in 2016, sales have continuously declined—2025 volumes amount to less than one-tenth of that peak.

Strategic Root Cause: Delayed Electrification Erodes Competitiveness

Amid the surging trends of electrification and intelligent mobility, Changan Ford has failed to launch any breakout electric vehicle models, suffering from sluggish product iteration and a brand image increasingly misaligned with mainstream consumer preferences. Industry consensus holds that 100,000 annual units is the minimum threshold required to sustain R&D cost-sharing, stable production capacity, and dealership network viability; falling below this level places comprehensive operational pressure on the company.

Industry Impact: Accelerated Restructuring Among Joint Ventures

As a 50-50 joint venture between Changan Automobile and Ford, Changan Ford’s struggles reflect the rapidly shrinking space for traditional foreign-Chinese joint ventures in China’s auto market, as domestic brands aggressively capture market share. The window for strategic realignment is closing fast.