Reporter 丨 Duan Siyao
"Some non-Euler users impersonated real users, incited negative emotions, and attempted to seek improper benefits, and Euler has fixed relevant evidence and called the police."
"Qualcomm chip refers to the communication module MM9628."
"The Euler good cat model currently on sale, the car machine has indeed not been equipped with Qualcomm 8-core chips. In the plan, this configuration was originally intended to be installed on future models. ”
The intelligent service processing platform shown in the parameter configuration table contains a variety of chip decentralized independent control architectures such as Qualcomm, Intel, and Renesas. Among them, the Qualcomm chip in the parameter configuration table is the chip used in the remote control module. ”
The above is the four responses made by the Euler brand since the outbreak of the "chip gate" incident.
Image source: Per reporter Zhang Jian photographed (data map)
However, on the chip issue that users are most concerned about, Euler's response seems to have been explaining the terms, and has not been able to come up with convincing reasons for users, resulting in the intensification of the contradiction step by step. Until December 9, Great Wall Motors personally came forward to speak out, saying that it was deeply sorry for the troubles caused to the owners of Euler's good cat by the promotional content of the "Coffee Intelligent Car Control System" on euler's official website, and came up with corresponding solutions.
If Euler had taken the attitude he should have taken from the beginning, I believe that things would not have developed to the point where they are today. As the first car brand in the car circle to position women, the world's more women-loving car brand, Euler should be well aware of the sensitive and delicate psychology of female users, and should not let the "lie" of the chip hurt the "woman's heart".
Official data shows that in the first 11 months of this year, the cumulative sales of the Euler brand were about 114,100 vehicles, an increase of 162.2% year-on-year. Among them, in the first 11 months, the cumulative sales of Euler Good Cats were about 40,200 vehicles. Obviously, this achievement stems from the trust of consumers in Euler, but the trust of consumers cannot be disappointed.
The statement said, "After the incident, Great Wall Motors has asked the Euler brand to verify and correct the content of the official website, and give a satisfactory answer to the majority of car owners."
As the parent company, Great Wall Motors did not avoid the problem, and came up with the sincerity to deal with the problem, and the two user rights and interests programs launched can be seen as misleading caused by the previous relevant information, and the measures taken by the company to make up for consumer losses.
Image source: Daily Economic News Infographic
The Euler "chip door" incident has also sounded the alarm for other car brands: the brand is an important logo for product endorsement, is an intangible asset of the enterprise, and its importance to the enterprise is self-evident, especially under the general trend of ESG (environment, social and corporate governance) being paid more and more attention. False information can make the brand get traffic in the short term, but the loss to the company in the long run is immeasurable.
The author believes that automobile brands should fundamentally establish the concept of "customer first", truly provide products and services from the perspective of consumers, and achieve quality-oriented and integrity-first. In addition, enterprises should continue to improve the company's management system, continuously improve the quality of products and services, and give profits to consumers under the premise of ensuring profitability, so that enterprises can be stable and far-reaching, and brands can be passed on from generation to generation.
In addition, from the perspective of consumers themselves, they should also learn to use reasonable and legitimate ways to protect their legitimate rights and interests.