【Introduction: Taking "her economy" as a breakthrough, the Great Wall Euler brand has flourished in the new energy market, and its sales have broken all the way. Perhaps even Euler herself did not think that a small chip almost made the brand in its formative years capsize in the gutter. Analyzing the Euler chip storm will help us to conduct in-depth thinking about the current automotive marketing and corporate system capabilities. 】
Written| by Zhang Dachuan and editor | Kangqiao
A chip amplified by marketing recently pushed the Great Wall Euler to the forefront. Simply put, one customer picked up the car and found that the model he bought did not support Apple's CarPlay. After self-examination, it was found that the Euler Good Cat it purchased was using the old Intel quad-core A3940 chip released in 2016. Because this chip was "marketed" by Euler's official website, it instantly ignited the public's attention.
Recently, the Euler brand stated: in response to the euler official website for the "coffee intelligent car control system" promotional content to the Euler good cat owners, expressed deep apologies. After the incident, Great Wall Motors attached great importance to it and asked the Euler brand to verify and correct the content of the official website to give a satisfactory answer to the majority of car owners. The Euler brand formulated user rights and interests for the first time, and was sincere. The owner of the car will order the Euler good cat model before December 31, 2021, and give away a rights package worth 7200 yuan. At the same time, Euler listened to the feedback of users and gave the car owners who were in the premise and the next order on the date of this announcement to bless the relevant rights and interests.
However, the relevant scheme has not been recognized by some car owners. For Great Wall Motors, which has been sailing smoothly this year, it is estimated that it did not expect to cause such an uproar because of the promotional content of "Coffee Intelligent Car Control System" on Euler's official website. Although the Great Wall or Euler has never publicized euler's good cat use of the coffee intelligent car control system, in the relevant publicity platform of Euler, the coffee intelligent car control system and the related Qualcomm platform are prominently listed, and consumers have such and such doubts, and even point out that Euler 'steals beams and changes pillars', false propaganda and even consumer fraud.
Chip differences are a world of difference
Qualcomm's Snapdragon 8155 is the world's first 7nm SOC chip. Looking at the world, this chip is extremely competitive in the field of smart cockpits. From the perspective of CPU performance, Qualcomm 8155 is an octa-core processor, and Intel 3940 is a quad-core design, which also leads to the hash rate of Qualcomm 8155 chips far exceeding Intel products. In terms of architecture, Intel uses the X86, while Qualcomm purchases ARM's solution. In the field of chips, the ARM architecture is much better than the X86 architecture in terms of compatibility and use experience, so there are more chip companies that choose the ARM architecture solution. This is also one of the main reasons why Nvidia's desire to acquire ARM has been strongly opposed by many chip companies. In terms of price, Intel's relatively low-positioned chips are also much cheaper than Qualcomm's.
Another point that has to be mentioned is that due to the different chip architectures, many car owners put forward the hope that the path of replacing Intel chips with Qualcomm chips is completely impossible. This is similar to the situation similar to the previous Weilai pilot function after the failure to identify obstacles in front, many car owners asked Weilai to upgrade its models to a lidar solution. From the perspective of hardware architecture, these are two completely different sets of product design and strategy, even if the main engine manufacturer wants to upgrade, there is no way to upgrade, unless all the previous designs are pushed down and restarted.
How should the Great Wall resolve the crisis?
For the Euler brand, the core of the whole problem is whether it involves false publicity. If false propaganda is involved, it should indeed be refunded one and three. However, Euler's behavior is actually more of a communication problem for enterprises. Realistically speaking, Euler has never officially confirmed that Euler Good Cat will use Qualcomm's chip. The coffee intelligent system appears on Euler's official website, objectively speaking, it is more that there is no good connection between the company's R & D and marketing teams, and the marketing team is too aggressive. Therefore, letting the Great Wall or Euler brands bear the bitter fruit of one loss and three losses, in terms of the current scale of domestic law, it is indeed a little too harsh. After all, there is a fundamental difference between this and Euler's direct promotion that Euler's good cat uses Qualcomm chips.
According to the data provided by the Great Wall, from January to November this year, the overall sales volume of Euler 114102 vehicles, an increase of 162.2% year-on-year, of which the cumulative sales of Euler Good Cat were 40246 vehicles. In order to meet the domestic double point policy, before the salon zhixing becomes a climate, it is inevitable that the electric vehicle Euler brand will be needed to assume a more important role. Once the sales volume of the Euler brand was affected by the chip gate incident, Great Wall Motors had to buy new energy credits from the market. At present, the domestic new energy credits have risen, which will be a big cost for Great Wall Motors. Therefore, it is the top priority of Great Wall Motors to calm down the impact of Euler's chips as soon as possible.
Systemic capacity plus compulsion is imminent
At present, Great Wall Motors is in a period of rapid expansion, with a large number of new models on the market and terminal sales continuing to rise. Great Wall Motor's sales in the first 11 months have surpassed the whole of last year, reaching 1118624 units. Previously, Great Wall Motor announced that it would achieve a target of 4 million vehicles by 2025. In such a period, Great Wall Motors not only needs to invest a lot of resources in terms of models and core technologies, but also needs to invest more energy in the cultivation of the entire system capability. For a company of the size of the Great Wall, taking the two major departments of sales and research and development that have problems this time as an example, the communication channels between its employees will not be very smooth. How to connect the various functions of project, research and development, sales and marketing to pass the most accurate information to consumers is easy to talk about, but it is still quite difficult to do. In the end, this still needs to be guaranteed through systematic capabilities and sound internal processes.
By sorting out the internal functions, clarifying the division of labor of each department, and establishing a more sound internal communication mechanism to ensure that such a low-level error as the coffee intelligent car control system appearing on Euler's official website will definitely not appear again, it should be the biggest lesson that Great Wall Motors has learned. Another point that has to be mentioned is that Great Wall Motors is actively expanding overseas markets. Compared with domestic laws and regulations, the markets of developed countries in Europe and the United States have stricter legislation in the field of consumer protection. Once such an inadvertent mistake occurs, it may even lead to a class action lawsuit for overseas consumers, a sky-high fine, and may even affect the realization of the entire overseas strategy of the Great Wall.
Comments
For a company of such a large scale as the Great Wall, any small negligence within the company may lead to a relatively large public relations crisis. Although the Great Wall did not intend to cheat, the publicity team and the engineering team did not connect well, resulting in qualcomm chips promotional materials appearing on Euler's web page is indeed an indisputable fact. Judging purely from the announced reconciliation plan, the Great Wall has also paid a relatively large price this time, and I hope that the Great Wall will not make such a very low-level mistake in the future.
(This article is the original of "Heyan Reading Car", without authorization, it may not be reproduced)