Great Wall Motors and Wei Jianjun often did not take the usual path, accustomed to taking the sword to the side, and achieved great success. However, Euler, who specializes in playing the "women's card", is caught in the huge controversy of the chip "decommissioning door". Euler is in big trouble, is it not clear that Wei Jianjun will self-destruct the "Great Wall"?
1. Euler with a sword on the edge?
The Great Wall started with pickup trucks, which is rare among independent brands. Later, Wei Jianjun cut down the car and bet on the SUV, and the sword walked sideways to achieve the reputation of one of the three independent top three of the Great Wall. The tank series has also made a small off-road market, which is also off the ordinary road. The new energy brand Euler, from the beginning of its establishment, has fully embraced the female car segmentation track, limiting its own audience range at the same time, but also launched a brand awareness, more focused and more focused, won the favor of the majority of female users, monthly sales frequently exceeded 10,000, in the first echelon of independent new energy vehicle brands.
2. Euler in big trouble?
What surprised people was that Euler, whose situation was in a good situation, suddenly broke out the chip "de-matching gate" incident. Previously, many car owners found that the chip used by Euler's good cat car machine was Intel Atom A3940, not the Qualcomm 8Kryo CPU processor that manufacturers have been promoting. The two chips are two generations apart in terms of process process, the former was released six years ago, using a 14nm process, focusing on low power consumption, and the computing power is about one-fifth of the latter, which is currently one of the flagship chips in the field of smart cockpits. All in all, the performance of the two chips is one in the sky and one in the ground.
The advertised chip is Qualcomm, which is actually used by Intel, and Euler's behavior is suspected of fraud and false propaganda. After the matter was exposed, even the financial column of CCTV reported the matter. Moreover, later car owners also found that the overseas version of the good cat model exported to the United Kingdom, India and other places was equipped with Qualcomm chips that were consistent with the publicity. Such a differentiated treatment of consumers at home and abroad has triggered greater dissatisfaction and anger among domestic car owners. However, in several responses, Euler did not positively admit the fact of false propaganda, but has always avoided the important points, and the supplementary plan has also been accused of being insincere and unable to meet the demands of car owners.
3. Wei Jianjun "self-destructed the Great Wall"?
The Euler good cat chip "de-matching door" incident was not calmed down by euler's official responses, but became more and more intense, casting a thick haze on Euler's brand image. On a national professional automobile consumer complaint acceptance and handling service platform, in the past two months, the Great Wall ranked first with 2272 complaints, the most typical of which was the "sales fraud and inconsistency with publicity" involving Euler. The number of complaints about the Great Wall is nearly two thousand higher than the second place, which is very rare on the complaint list, and it is indeed very "humiliating".
The storm caused by the "de-allocation gate" of Euler chip continues and is far from stopping. And the media found that consumer disgust and anger began to spread from Euler to Great Wall Motors, and even the head of Wei Jianjun. Recently, a owner of the Great Wall Euler Good Cat GT, who claims to be the "largest Euler water army in the whole network", publicly published an open letter to Wei Jianjun. In the letter, the owner of the car believes that the chip "reduced the distribution door" incident ,"not only affected the brand image of Euler, but also had a great impact on Great Wall Motors", and suggested that Wei Jianjun disband the current Euler publicity team and do not leave the "self-destructing Great Wall".
How Wei Jianjun decided and how the Great Wall subsided, we don't know, but Euler did cause big trouble this time, and the time has come to test Wei Jianjun. If the chip "de-allocation door" is not handled well, Euler's future sales will definitely be greatly affected, and even continue to plummet, then the brand that has been established for three years is likely to usher in a day of gradual disappearance. What is more worrying is that Euler will adversely affect the image of Great Wall Motors, whose market value has evaporated by 200 billion yuan in the past two months. It is hoped that Wei Jianjun can handle the Euler incident in a timely manner and never "self-destruct the Great Wall."