Ford researching possibility of setting up new own brand in China

Gasgoo.com (Shanghai June 5) - In order to satisfy both government and consumer demands, more and more Sino-foreign joint ventures have decided to introduce own brands. Changan Ford may be the newest entrant, with Ford China Board Chairman and CEO David Schoch confirming that the joint venture is currently in discussions to establish a new own brand, auto.sina.com.cn reported today.

According to Mr. Schoch, Ford has been holding discussions with Changan Group on the topic of an own brand for quite some time now. However, he added that the joint venture will still focus on Ford products.

There have been reports circulating in the media that the JV has already selected a name and logo for the own brand.

The Changan Ford joint venture was originally the product of a trilateral partnership between Ford, Changan and Japanese manufacturer Mazda. It helped Ford produce and sell the Fiesta, Focus, Mondeo and other models in China. Additionally, Ford controls a 30 percent stake in Jiangxi-based manufacturer Jiangling Motors.