Since November, many car owners have publicly shouted to the Great Wall Euler brand that The goods are not on the right board.
The owner reflected in different channels that the model leaflet and model description photos issued in the Euler sales store clearly marked that the model configuration would be equipped with "Qualcomm professional on-board processing chip", but after picking up the car, it was found that the actual arrival of Euler Car was not a Qualcomm 8155P eight-core vehicle specification chip, but Intel's old quad-core chip A3940.
If Euler had responded quickly and given a solution at this time, there might not have been a subsequent "national crusade". However, at that time, Euler's public relations department adopted means such as indifference and delay, hoping to suppress things through crisis public relations instead of solving the problem.
This routine play will detonate the anger of the owner. It is hard to imagine that in the era of user-oriented enterprises, Euler would adopt such a processing strategy to completely oppose users.
Soon, Euler's "chip door" attracted the attention of CCTV financial channels and set off a greater wave of public opinion. Euler found that he could no longer suppress public opinion, and the executives came forward to apologize.
01．
Female car owners better cheat?
Three years ago, the Great Wall launched a new energy vehicle brand that focuses on female users, Euler, and established slogan to be a "car brand that loves women more". Today, three years later, after the "chip gate" incident, Euler has been called a "scumbag".
Many consumers may not know much about chips, especially women. Previously, Euler mentioned in the promotion of the Qualcomm 8155P eight-core vehicle specification chip, which only began to achieve mass production in 2021, and the intel's old quad-core chip A3940 equipped with the actual car was released five years ago.
You know, the difference in the cost of the two chips is nearly twice as much. Intel quad-core A3940 quad-core chip using a 14nm process, the performance is relatively backward, Qualcomm SA8155P octa-core chip was released in 2019, 2020 began to carry mass production models on the market. At present, it has become the first choice for the intelligent cockpit main control chip of mainstream new energy vehicle companies, using a 7nm process.
In terms of performance, it is almost an era behind. Qualcomm 8155P chip has relatively perfect functions, and the computing power is about ten times that of the Intel A3940 chip, the most fatal thing is that the car system equipped with the Intel A3940 chip is not compatible with the car system CarPlay developed by Apple, so the actual use experience is worse.
How big the difference is, for example, like you buy an iPhone 13, and the result is that the merchant gives you the configuration of the iPhone 7. Put the processor of that year into today's software and game environment, the results can be imagined.
What is even more bizarre is that in the face of the owner's questions and complaints, the manufacturer gave the solution for the first time, and did not mention the problem of why the chip was inconsistent.
Presumably, the problem can be solved, but we are not wrong. No wonder netizens said that the mouth is as hard as Euler, which is rare in the world.
This kind of operation can't help but make people think that the "chip goods are not on the right board" is not caused by negligence, but deliberately. Owners began to question whether Euler was a car brand that loved women more or a car brand that "loved to cheat" women more.
Even after the solution was introduced, most owners said that Euler did not show much sincerity.
The first is to upgrade Carplay and HiCar for free. From the current development cycle, it will take at least 10 months for the owner to get the "treatment" he deserves, and it also needs to be smooth in all aspects. Isn't that painting a pie for consumers?
The second two-year free entertainment traffic package is still practical. On the surface, the owner seems to have "earned", but in fact, the compatibility of Intel chips five years ago is relatively poor, and many software is not smooth to use, or even incompatible. Just like buying you an "old man's mobile phone", what is the use of you giving more traffic?
The first car owner "Three Electricity" lifelong warranty service also has problems. This means that second-hand Euler is not in the solution. Welfare does not follow the car, only to the first car owner, who dares to buy second-hand Euler in the future? Or how much should a second-hand Euler sell for?
Overall, Euler seems to have made up for it this time, in fact, to make up for the "loneliness". Euler's users are mainly women, and from the solutions and attitudes given by Euler, it does not reflect that it "loves women more".
02．
Consumers can request "one refund and three losses"
Industry experts said that chips belong to the professional field, and it is difficult for consumers to intuitively distinguish the differences in chips. Euler privately downgraded the chip, provided the vehicle is inconsistent with the purchase contract signed by the consumer, conceals the true configuration of the vehicle, and is suspected of false publicity. According to the relevant provisions of the Consumer Rights and Interests Protection Law, consumers have the right to claim "one refund and three compensation".
Once the owner wins the lawsuit or mediation through legal channels, Euler will face huge compensation. According to the data, in the first 11 months of this year, the cumulative sales of Euler good cats reached 31,000 vehicles, which means that Euler may have to "refund one and lose three" to 31,000 car owners.
Based on the average selling price of each Euler good cat of about 120,000 yuan, the amount of "refund one for three" per vehicle will reach 480,000 yuan, and the total compensation of 31,000 vehicles may be as high as 10 billion.
In this regard, Euler Marketing Director Wang Weiwei said: "For the solution, we also require terminal dealers and rights protection consumers to communicate in depth and formulate the next step of the solution, but 'one refund and three losses' we can not do." ”
As the head automobile brand in China, Great Wall Motors has accumulated a good reputation from pickup trucks, Haval, tanks, and Wei all the way, and the cumulative sales of Euler from the beginning of the month to October in 2021 reached 98,000 vehicles, an increase of 206% year-on-year, and the cumulative sales of Euler Good Cat from January to October this year reached 31,391 vehicles.
Previously, Great Wall Motors' 2025 strategy mentioned that Great Wall Motors will achieve global annual sales of 4 million vehicles, of which 80% are new energy vehicles, with operating income of more than 600 billion yuan, and achieve the goal of global production and sales of 1 million units in 2023.
Wei Jianjun, head of the Great Wall, said: "If Chinese car brands want to achieve real transcendence, only in these 3-5 years can they quickly enlarge the existing advantages, and it is possible to lead the new track of new energy and intelligence, and there is only one opportunity for Chinese car brands." ”
Although, in recent years, independent brands have emerged in the automotive industry, it is undeniable that the growth of brands is long. If you want to accelerate the growth of the enterprise, there is an eternal "secret" - that is, to sincerely face consumers and do user-oriented enterprises, but Euler's "chip door" has seriously hurt the feelings of car owners, which is a huge warning for the Great Wall to achieve the overall strategy.
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