"Mercedes EQC is a niche brand, but please don't underestimate the power of unity! Please also ask Daimler China to face up to the problem as soon as possible and solve the owner's appeal! Compared with the seemingly "harsh" rights protection requirements, the mentality inadvertently reflected in the EQC owners' joint statement is the real need for special vigilance of Daimler-Benz in the centenary, and it is also the biggest challenge for Tang Shikai, a member of Daimler's board of directors and head of the Greater China business.
A few days ago, Mercedes-Benz officials responded to a joint statement issued by 68 Mercedes-Benz EQC owners, saying that they would contact relevant customers and formulate specific product optimization plans. It should be said that from the release of the joint statement issued by the owners on January 18 to the emergence of the official response, the feedback of Mercedes-Benz on the centralized rights protection of users is quite rapid, but there are also views that question, according to the "User Convention" issued by Mercedes-Benz, why can't Mercedes-Benz EQC owners properly solve the problem before feedback, but drag it out until the matter is fermented and then launch a reassuring policy, resulting in the impression that many consumers are difficult to solve the problem without rights protection.
In this regard, some dealers pointed out that although from the EQC owner feedback analysis, the model involved has obviously affected the normal use, and many repairs can not be solved, Mercedes-Benz 4s store can not give a written reply to the relevant failure, resulting in users think that the product has design defects, the release of a centralized statement of rights protection claim is reasonable, but from the "User Convention" and "Car Three Guarantees" content analysis, but not fully applicable.
The User Convention is a difficult new issue
Before talking about Mercedes-Benz's User Convention, or even the three guarantees of cars, let's take a look at the main demands in the EQC user joint statement. 1. Urge Mercedes-Benz manufacturers to disclose relevant information and solutions for the design defects of Mercedes-Benz EQC motors;
2. Start the recall procedure for automobile product quality defects and eliminate potential safety hazards in a timely manner:
3. For owners who have replaced the motor, they should all follow the new version of the three-pack policy: (effective January 1, 2022) Implement the relevant policies and return or change the car;
4. For all Mercedes-Benz EQC car owners with motor/battery and electronic control failures, extend the warranty period of the "three electric systems" and extend the lifetime warranty commitment.
However, some relevant people believe that the above situation cannot be fully determined that the 4s store is unwilling to be responsible. Taking Article 4 as an example, it is not strictly appropriate to require an extension of the lifetime warranty for all car owners who have three electrical failures. Just think, if because of the owner's own improper use, or a failure caused by an accident collision, it is not fair to ask Mercedes-Benz or the dealer to bear the warranty. Some people may ask, according to this, is the demand made by EQC rights protection users excessive rights protection? Comprehensive consideration should not be so judged, the user said very clearly in the joint statement, the same price point can choose a lot of models, users are passionate about the Mercedes-Benz brand, believe in the responsibility and attitude of Mercedes-Benz to choose. According to the "User Convention" issued by Mercedes-Benz, it is emphasized that as a luxury brand, it should meet the expectations and needs of users with higher standards. To be precise, the occurrence of EQC user rights protection incidents is precisely caused by mercedes-benz electrification products and services not meeting user expectations, in fact, it is a service upgrade involved in the User Convention, but because of the lack of Mercedes-Benz's late development of electric vehicles, the relevant regulations have not been perfected, so it has not been effectively solved.
"Homework" reshapes the electrification system
In this user rights protection incident, there is a detail that is easy to overlook, that is, compared with mainstream Mercedes-Benz users, EQC car owners have not better felt the aura of luxury brands.
According to the traditional product system of Mercedes-Benz, the more niche brands are more tall, G-class, Maybach, AMG large car series generally increase in price, which is the embodiment of not abiding by the "User Convention", but can not stand the user's pursuit of ah, because there is face. However, EQC car owners are not confident in pretending to be niche brand users. Since EQC sales in luxury electric vehicles are extremely low, terminal discounts are also very large, which directly leads to two phenomena:
First of all, in the face of the views of friends around them, EQC car owners are difficult to enjoy the brand aura brought by Mercedes-Benz; secondly, many times they are summarized by Mercedes-Benz store sales as non-important users, and it is difficult to obtain value-added services. Empathy, if you spend a lot of money to buy a Mercedes-Benz, originally wanted to get the luxury brand feeling, the result from the surrounding friends to the brand service did not meet the expectations, and now there is a problem and can not be solved, replaced by anyone inevitably anxious ah.
Worse still, not only are EQC owners hesitant, but the newly listed EQA, EQB, and even the highly anticipated EQS are also facing a dilemma after entering the market.
Seeing this, someone should say that these sales management and dealer management problems are caused by the poor implementation of Duan Jianjun, Zhang Yan and other management?
This view is obviously biased, among the many factors that led to the protection of this user's rights, the most fundamental and deep-seated reason is caused by the fall of Mercedes-Benz in the electrification and intelligent transformation. In fact, in the eyes of senior dealers, the core contradictions and possible problem-breaking ideas of Mercedes-Benz electric vehicles in the development of the Chinese market have long been very clear, and they are not at all superficial problems that managers such as Duan Jianjun, Zhang Yan, and even Yang Ming can solve. It is necessary to combine the current market situation, user perception, industrial status, and Daimler Benz's own development plan to create an electrification system that meets the future development.
This arduous mission, which is related to the success or failure of the century-old Daimler-Benz transformation, is an important reason why Tang Shikai, a member of the board of directors of Daimler and the head of the Greater China region, has twice been extended by the board of directors, and it is also the most important "homework" before 2025 - to promote Mercedes-Benz to catch up in the process of electrification transformation and prevent users from losing confidence in Mercedes-Benz brand electric vehicles.