As a high-end electric vehicle brand that Geely has to build with all its strength, Extreme Krypton Automobile has received great attention from the time of the official birth of the brand, of course, there have been a series of negative reports in this process, mainly concentrated on the communication and marketing level, which may have exposed certain problems in the internal running-in and work connection of the marketing team when the brand was formed.
Just some time ago, Extreme Krypton was pushed into the news hotspot by its own users.
What happened?
The thing is this, the time comes to 2022, the state's subsidies for new energy vehicles are further reduced, in order to stabilize sales to a certain extent, various auto manufacturers have issued new preferential policies for their new energy vehicles, and Extreme Kr is one of them.
The practice of most manufacturers is to allow users in 2022 to enjoy the price and equity that are basically the same as those set in 2021, but Extreme Kr is not the same, and the price and equity given in the "outperform 2022" New Year rights and interests released by them are better than at the end of 2021, as detailed in the chart below.
If you have not understood the price policy related to extreme krypton before, just look at this chart may still be in the clouds, we will briefly add. At the end of 2021, if you set the pole Kr 001, you can first enjoy the 5000 deposit expansion to 12500 yuan, that is, the cash discount of 7500 yuan. In the 2022 New Year equity, the 5,000 deposit can be expanded to 10,000 yuan, and the cash discount is 5,000 yuan, which is 2,500 yuan less than before. This offer is reflected in the "Equity Deduction" item on the order page of the Krypton APP.
However, on this basis, in 2022, it is decided that you can also enjoy an additional 7,000 yuan of free optional bags, and choose one of the two options:
One is 6,000 yuan of stardust red appearance car paint + 1,000 yuan of piano black sports components; the other is 6,000 yuan of intelligent massage seat comfort set + 1,000 yuan of co-pilot seat ventilation.
Since the YOU edition already comes with the latter as standard, only the first free option is available. In this way, 2022 will be more cost-effective than the end of 2021, with a maximum difference of 4100 yuan, and in terms of loan interest, 2022 will be more favorable.
It should be noted that not all versions of the Extreme Kr 001 will be more cost-effective after January 1, 2022, because the price of the YOU version of the model has increased by 8,000 yuan, and the optional price of the air suspension has also been raised to 28,000 yuan.
This operation is quite a bit of Tesla flavor, and even under the New Year rights release page of the Extreme Kr APP, some people have ridiculed "Krypton"(in other words, the background management of the Extreme Kr APP community is quite open Ha). Some people also posted the chat records with the staff before the decision, and the other party insisted that by 2022, it will lose a lot of rights and interests, including deposit expansion and various free options, and "roughly calculate that next year's you version will lose about 50,000." Of course, this screenshot of the chat history comes from the internet, and we can't guarantee its authenticity.
This naturally makes those users who have made up their minds in 2021 more dissatisfied, and some users think that they have been "induced" and "deceived" by the extreme krypton, so they joined forces and issued relevant statements. Their appeal is:
1. Due to the reasons of the extreme krypton party, for the owner of the car who wants to refund the deposit, the extreme krypton should refund the deposit within the time limit.
2. For car owners who book cars in 2021 and are willing to continue to wait for Krypton, while keeping the rights and interests of 2021 unchanged, enjoy the "red car paint + piano black sports component" or [smart massage seat comfort set + co-pilot gout] to choose one of the two, and at the same time open a 15% down payment 3-year annualized rate of 2.99% to 2021 undelivered Dading users; 2021 designated YOU version owners should also enjoy the right to freely choose the right to choose 1 of the charging rights; the delivery time should be clear about the specific month. (Note: According to the date set by the first time, the re-order will not be accepted, and the subsequent amendment will not be changed after signing the supplementary agreement)
The reason why there is a last sentence is because Extreme Kr shows that users can indeed choose to enjoy the 2022 Spring Festival benefits, but they need to re-arrange the order, which is also unacceptable to the user who has been decided.
How to view "buy early and lose money early"?
We originally thought that Krypton had entered the delivery stage, and a series of problems due to hasty preparation, such as hardware castration, standard configuration variations, and configuration information errors, would be slowly solved, thus becoming a car brand on a normal track, but this operation really surprised and delighted us. In essence, this is a price reduction behavior, similar cases we have seen a lot of other brands, the most typical one, needless to say, everyone knows which, but the brand's recent actions have made everyone feel that they do not seem to have been cutting leeks.
For the sales model adopted by the new forces, we have also analyzed before that when there is a price change, it will inevitably lead to a psychological gap among consumers, such as the previous ideal one in the time of the change, the price rose by ten thousand, and the upgrade value of various configurations obviously exceeded ten thousand.
The most similar point of this extreme krypton to the ideal at that time was that before the price and equity changes occurred, there were staff members who conveyed news to users that were inconsistent with future facts.
In this regard, we are still that statement, you can tell the user that you don't know, but if you say a message that does not match the facts, it will form a misleading behavior to consumers. As a consumer, the most unacceptable thing is probably not that you failed to buy a car at the best price, but that is precisely these misleading, more seriously, it is indeed deception.
As the saying goes, the customer is God, to do a good job, you must try to meet the customer's demands within a reasonable range, I think the demands made by the prospective owners of Krypton 001 who participated in the joint statement this time are reasonable. On the contrary, the reason why Krypton has aroused the dissatisfaction of prospective owners is because these sales policies are unfair. In the long run, this will affect the image of the entire brand in the minds of consumers, whether it is hundreds or thousands of people implicated this time, or sitting on the side watching the drama.
We believe that for the first few batches of users who order cars are actually seed users, Extreme Kr should fully consider each batch of user orders when changing the extremely sensitive sales strategy, and maintain their own seed users, so as to gradually establish their own brand prestige and image at the beginning of brand development.
Moreover, the extreme krypton is the high-end route, we must admit that they have come up with a very good level at the product level (in addition to the problem of the car machine system that has been reflected by the owner of the car on a large scale, the performance of the vehicle at the mechanical level is good), but since the release of the problem in the sales of this link, it can be said that it is interlocked and endless, far more than the quality of the product itself.
After all, high-end brands, it is very important to establish an emotional connection with consumers, if you insist on creating a self-reliant, unattainable image, this is absolutely as such a new brand can not hold, everyone will only be farther and farther away from you, and will not be because of your personality, the so-called senseless and free to form a willing to fight a willing relationship.
Is there a bug in direct sales?
If we can understand the previous problems with reasons such as haste time and insufficient preparation, then we really don't understand the disguised price reduction this time.
Although according to the market law of traditional cars, a car from listing to delisting, basically follow the trend of selling cheaper and cheaper, to put it bluntly, price reduction is normal behavior. But also because traditional cars do not have so much transparency in terms of terminal prices, people often do not pursue it so carefully, and even on the same day, different dealers will give different prices for the same car.
In this case, even if consumers later learn that they are expensive, they do not seem to care too much, let alone the extreme behavior of pulling up a banner in front of the store to ask for a refund of the price difference. Compared with the current fully transparent direct sales model adopted by the new forces, it is quite intriguing, and the higher transparency is a drawback?
This is probably the consumer's acquiescence to the opacity of the traditional car sales model.
So is a more transparent direct sales model not feasible? Obviously, higher transparency should be fairer and more scientific, but it is precisely because the transparency in information exchange and the transparency of prices are not equal, which has caused contradictions.
Take the incident of Extreme Kr as an example, you want to implement the new price and equity policy on January 1, 2022, then you can publish it in advance, half a month, a month, so that consumers can clearly understand what different results will be brought at different times, and then weigh the pros and cons before making a decision.
But then again, doesn't Extreme Kr 001 still have to wait in line for months to pick up the car? This state of short supply doesn't look like it needs to attract consumers by cutting prices, right? I don't know what to think about this extreme krypton.
Write at the end
From the perspective of professional media, we very much appreciate that Krypton has launched a model that is very high in the mechanical level and has reasonable pricing, giving consumers who want to buy electric vehicles a good choice, which is also the reason why the current market of Kr 001 is hot.
As we said before, the pace of extreme krypton is very big and urgent, and there are some problems in the stage before the mass production delivery, which makes consumers discount the good impression of extreme krypton. The contradiction caused by this disguised price reduction will also lead to the same consequences, which is more than worth the loss.
We have always believed that the extreme krypton 001 is a highly affordable electric vehicle, which is also the vanguard of extreme krypton to shape its own brand image, whether at the product level or the marketing level, in fact, there is no room for negligence. After all, the new forces and other traditional car brands have studed in the electric vehicle market, fighting for hard power, but also soft power.
Issue 1823
Author: Chen Houze