In today's world where the vast majority of car companies are increasing customer service, if you ignore the interests of consumers and overdraft consumer trust, in the critical period of change in the automotive industry, it is likely to smash Toyota's reputation for decades.
Author: Three Divisions
Image: Network
Recently, GAC Toyota Leiling has been on the cusp of the storm, and the car quality network released the top 30 list of model complaints in January this year, and The Leiling ranked fourth.
Moreover, most of the complaints in the top 10 are service and software problems, while Ralink is a hardware quality problem, and the gearbox is frustrated and abnormal.
This result is actually very "punching the face", to know that Toyota has been circulating in the jianghu "not bad", "one car to pass on three generations", "financial products" and other quality myths.
Consumers buy cars and want to save money and worry, so the Toyota brand is popular with Chinese consumers, especially GAC Toyota, but the good wishes have backfired.
Complaints about Lei Ling have long begun, who still believes that "opening is not bad"?
GAC Toyota's models have been subjected to a large number of consumer complaints not only Leiling, but also the Camry, Highlander, etc. have also been hot searched for "fuel increase doors" and "stall doors" before.
In fact, the quality problem of GAC Toyota is not a day or two, or take Leiling as an example, open the exclusive page of the car quality network Leiling, you will find that in addition to the key problem of the gearbox, there are also small problems such as body rust, various abnormal noises and audio-visual system failures, which really subvert people's basic cognition of the Toyota brand.
What is even more unacceptable is that the problem of gearbox setbacks and abnormal noises actually began in 2019, and now in 2021, the manufacturer has not yet solved.
The immediate impact is to shake the Toyota brand's proud QDR concept, that is, quality durability and reliability, so that the valuable reputation advantage is damaged.
In the word-of-mouth ranking of the car quality network, Leiling ranked 94th in the compact car, with only 3.9 points. You know, Leiling is actually the American version of the Corolla, this car is a global model known for its good quality, so this result is already very low.
The main model was recalled, and guangfeng's main model was all recruited
In fact, not only Leiling, in recent years, Toyota's quality control problems have frequently emerged, and GAC Toyota is a hard-hit area, but with the trust of strong consumers and the public relations of manufacturers, the problem has been suppressed.
Taking the Now Hot Selling Camry as an example, as early as the 2019 model, the problem of "increased oil and oil emulsification" was broken. Moreover, Toyota also engaged in double standards, which were recalled in North America at that time, and did not recall in Huinei.
But the matter is not over, and then it falls into the "stall door", that is, the car may turn off during driving, which is very dangerous and is likely to cause the car to be destroyed and killed. Models involved in this problem include popular models such as the Camry and Highlander. The reason is that the low-pressure fuel pump produced by the supplier Denso Corporation has hidden dangers that can cause the vehicle to stall during driving.
The problem is serious, and in the face of user doubts and regulatory pressure, from 2020 to 2021, Toyota began to launch a recall. In 2020, Toyota launched 6 recalls due to quality problems, involving more than 500,000 vehicles, and the main problems focused on the "stall gate", involving mainly GAC Toyota's Camry and Highlander.
The number of recalls in 2021 is even greater, reaching nearly 10, of which nearly 900,000 vehicles were recalled in one sitting on December 10. The 2021 recall involves problems with The Adaptive Cruise Quality of Ralink, the risk of oil seepage in Highlander's engines, and the hidden dangers of engine exhaust gas recirculation valves (EGR valves) prevalent in most major models.
In this regard, there are also Toyota fans who believe that "recall is a responsible performance", that being said, but frequent and large number of recalls, the reaction is that there is a problem with quality control. Moreover, it is not as active as everyone says, and it was also delayed as much as possible before, until the State Administration for Market Supervision and Administration launched a defect investigation, which is really unbearable, which is difficult to say "responsible", right? And different standards at home and abroad are even more unacceptable!
In addition, there is a detail worth playing, at the same time as this large-scale recall, Toyota also said that it will use defective parts. Yes, you read that right, its official announcement is that "wear and tear or defective parts from suppliers are willing to use without compromising the performance and safety of the vehicle".
This sentence is actually very contradictory, perhaps the increase in global uncertainty now, does make Toyota's supply chain management problems, if Toyota's quality control problem is systematic, it will be really troublesome!
summary
At present, Toyota's brand power in China is still very strong, especially GAC Toyota's Camry and Highlander sales are very impressive. However, in today's world where the vast majority of car companies are increasing customer service, if you ignore the interests of consumers and overdraft consumer trust, in the critical period of change in the automotive industry, it is likely to smash Toyota's reputation accumulated for decades. If you smash the brand, it will be difficult to recover!
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