What is the most impressive car of 2021? Most people's first reaction may not be a supercar, a luxury car. After all, in this era of per capita super Ferrari and going out is Rolls-Royce, luxury cars are not unusual, and what is really strange is that some brands, although the marketing is not powerful, can reach the top of the hot search list every month.
Tesla, which can't stop every month, the ideal of concealing new car information, Euler, who transitions publicity + core change, Weima, which frequently spontaneously combusts but is still investigating, and Weilai, which directly leads to the L3 level of automatic driving propaganda.
There may be such a sentence in the financial reports of these car companies, and the marketing department this quarter has let the people of the whole country understand us deeply under the premise of not having a penny of phone money. As for Tesla's financial report, it may also be extra red, this quarter because of the complaint against the owner, the profit XX million yuan, and XX users can sue.
Yes, after 2021, consumers, as the former "God", can now only pray that the vehicle will not be "hit". After all, after the anger, there is no result, and you can only wait for a summons from the car company. After Tesla won the lawsuit, the road to the owner's rights protection has become more difficult.
Tesla: Rights protection is OK, do you have 5 million?
Tesla in 2021, on the evening of January 19, with the explosion of a residential area in Shanghai's Minhang District, began a magical year. Fire, spontaneous combustion, explosion, charging failure, locking caused by the owner suffocation, suspension falling off, almost every month Tesla can change the pattern to the top of the hot search list, coupled with Musk's frequent assists, Tesla is the absolute top of the car circle.
In Tesla's many hot searches, perhaps many car owners, many potential consumers, and many melon-eating masses are most concerned about the question, can Tesla brake in the end? After all, in 2021, tesla braking problems alone will lead to multiple vicious accidents and many deaths.
On April 19, many car companies gathered at the Shanghai Auto Show, and no new strategy, new planning, and new car covered the heat of Tesla's rights protection incident. At noon on April 19, activists wearing T-shirts with the words "brake failure" appeared at Tesla's booth, and one of the women acted excessively, climbed onto the roof of the car, and smashed the car. After the two women were taken away by the security guards, a large circle of cordons was formed around the Tesla booth, and more than 10 security guards were at the scene to maintain order.
The reason why the owner gave up the last "decency" is Tesla's "brake failure" problem, but the "fuse" that really ignited the incident, in addition to the "brake failure" itself, there is Also Tesla's attitude to the rights protection of users. Tao Lin, Tesla's global vice president, expressed her attitude on Weibo, "Saying that it is never compromised." Coincidentally, we will not compromise. If you can, exchange evidence, there is no problem with the quality of the car, and there is no problem with the after-sales service. ”
In the subsequent tug-of-war, first the rights protection owners filed a lawsuit against Tesla in May, demanding a written apology from Tesla and compensation for 50,000 yuan of mental damages, and in August Tesla first expanded its public relations and legal team in China, and then filed a lawsuit against many rights protection owners.
Now Tesla has won two lawsuits against car owners and received a certain amount of "extra income". As for the lawsuit of the female car owner of the Shanghai Auto Show, during the trial, the two sides expressed their respective opinions and provided corresponding evidence, both sides said that they would wait for the judicial fair judgment, and the trial experienced nearly 6 hours of fierce debate, and the case was not pronounced in court.
Magically, before the trial began, Tesla conveyed the appeal through the judge that "if the female owner agrees to withdraw the lawsuit, Tesla will also withdraw the lawsuit against its claim of 5 million yuan", and the female owner did not hesitate to refuse.
After a year of repeated pulling, tesla can not stop, there is still no result. As for Tesla's reaction, it has sounded a wake-up call for many users, and there may be no result in rights protection, but it will lead to a lawsuit claim of 5 million yuan.
Ideal: Clear inventory and do not discount
On May 25, Ideal Auto launched a new Ideal ONE, priced at 338,000 yuan and 348,000 yuan. The new model has not changed much in terms of appearance and interior design. The main upgrades focus on the upgrade of the built-in configuration, especially in the software and hardware upgrades of the driver assistance system, and the new car has added a number of configurations such as AD advanced driver assistance system, AutoNavi HD map, and dual "Journey 3" chips.
Looking at the full press conference, for potential car owners who have not yet booked a car, they may say, "Oh, good! ”。 At the same time, there are also some car owners who are gritting their teeth. These owners, before the new car is listed, without any preferential premise, ordered the old ideal ONE. In the process of buying a car, repeatedly ask about sales, either to inform whether you do not understand the new car situation, or not to tell the price of the new car will rise sharply.
Under such a premise, this part of the owners purchased the old model, saw that the price of the ideal ONE terminal in 2021 was only 10,000 yuan higher, and the functional old model of the new car could not be upgraded at all, they began the road of rights protection. Of course, the ideal ONE official solution, it is difficult to calm the anger of the owner.
After all, update iterations of automotive products are common, configuration upgrades are common, but it is not common to conceal new car information and clean up inventory at the original price.
In addition to concealing the information of the new car, the ideal car's attitude to the mercury door, the structural strength is still not enough after the suspension is upgraded and the chassis is rusty, it seems to indicate that the ideal owner wants to protect his rights, and it is quite difficult. If you don't get it right, on the road of rights protection, there are also cordial greetings from other CEOs on Weibo.
Euler: I have given so many plans, why not?
From January to October, the publicity direction of Euler Good Cat is basically to hang the same level of models, lead the sales ranking, be a good girlfriend of female users, and be the best and most intelligent trend choice with the highest appearance. Until it was discovered by a female owner in Shanghai that her propaganda chip did not match the real car.
Subsequently, euler's official response was to quickly withdraw the relevant promotional materials, and then issued an apology letter + symbolic compensation, no matter how the owner and the media happened, Euler chose "I am not online".
It was not until December 6-7, when it was criticized by CCTV twice in a row, that Euler officials gave a compensation plan that the official believed to be sincere enough. But in the eyes of the owner, Euler is to release the word game again and again, challenging the bottom line of the owner. Until recently, Euler manufacturers have given a "sincere" compensation plan, but there is still a distance of "a muscle bucket cloud" from the demands of many car owners.
For Euler Motors, the reason for the "core change" of Euler's good cat has always claimed to be investigating, and has never given results.
Is it over-publicity?
Did you change the chip?
Why are all overseas Qualcomm 8155 chips?
How many vehicles are involved?
In the end, can you change the chip for the owner?
Anyway, serious questions, none of them answered. First play word games, then sincere apologies. To tell the truth, where the manufacturer is not vain, there is no need to compensate the user. But if there is a little sincerity, there is no need to play word games. To sum up, why should it be so?
Weima: Shaking the air and spontaneous combustion? who? It's okay with me
If the marketing department of WM makes a summary, it may only sigh, spending so much communication budget, why not send a Weibo to the CEO? As the head of WM Motors, Shen Hui, in the 2021 season, repeatedly made WM Motors rank among the hot search lists with the power of Weibo alone, and the communication budget was only a little mobile phone electricity bill.
Although the overall sales of WM Motors in 2021 are relatively "touching", it has recently caught fire in a physical sense and achieved the "feat" of burning 3 vehicles in 4 days.
In these three spontaneous combustion accidents, charging, parking, stationary, WM can spontaneously combust, fully demonstrating its comprehensiveness. In the end, under what circumstances will spontaneous combustion, do not give the owner a reference basis.
The owner of the spontaneous combustion car said: "Online and so on, when can there be a result." Other car owners said: "Online, etc., is there any problem with my WM?" ”
It is reported that the three recent accidents, namely: at 4 a.m. on December 20, at a charging station near Biyun Road and Changjiang Road in Zhengzhou City, a new energy vehicle that was being charged suddenly caught fire, burning only an empty shell. At about 7 a.m. on December 22, a WM EX5 caught fire in Conch, Jiyang District, Sanya City. At about 3:00 a.m. on December 23, a WM EX5 parked on the side of the street, which was not in a charging state, spontaneously combusted in the Binlian North community of Haikou City.
The vehicles that occurred in the accident are all WM EX5, as of now, the cause of the accident, WM official and Shen Hui are always happening, and in August this year, a large number of WM EX5 owners reported that their cars were forcibly locked during maintenance and upgrades, and the mileage of the vehicle after the lock was greatly reduced. In this regard, some car owners questioned: If there is no problem with the battery, why should the power lock operation be carried out?
In fact, in this year's similar problem, Euler Motors also has. The same is the locking of electricity, the same is to reduce the charging power, such a recall solution, but the symptoms are not cured, can not solve the safety hazards of the vehicle itself. Therefore, the owner of WM can only wait online.
NIO: Autonomous driving is up to me to set the selection standards
Before August this year, many brands spread the word about assisted driving technology, autonomous driving! L3 level! Until 2 p.m. on August 12, 2021, Lin Wenqin, founder of Shangshan Ruoshui Investment Management Company, founder of Yitong Tianxia Catering Management Company, and founder of Meiyihao Brand Management Company (nicknamed "Meng Swordsman"), driving the Weilai ES8 car, after enabling the automatic driving function, the vehicle was in the noop pilot state, and a traffic accident occurred in the Hanjiang section of the Shenhai Expressway and unfortunately passed away. The communication of automatic driving is officially over.
Once manufacturers, sales, media mouth L2.5, super L2.5, L3 level, and even similar L4 level of propaganda words are "system reset", reduced back to L2 level driving assistance function.
For users, a large number of communication marketing brainwashing has been believed in the current stage of driving assistance functions as high-level automatic driving technology. Even the leadership of some manufacturers is also subtly guiding consumers to form such a concept. Shen Fei (vice president of power management of Weilai) has published: sitting in the ES8, driving NIO Pilot to eat Starbucks takeaway.
When selling and disseminating, it strongly implies that it is "autonomous driving"; when something happens, it is said that it is "assisted driving". This is like a pack of Leshi potato chips, the outer packaging says the value of the increase, after opening only a little residue, after the customer denounced, indicating that nitrogen is used to ensure food safety, it seems that it is all for your own good. People are gone, what is the point of defending rights again?
For users, can only pray for the purchased vehicle, without any problems, rights protection? The manufacturer sued you, something happened? Carry it yourself.
For the OEMs, it won the official and lost the trust.