It is undeniable that Changan's high-end product sequence, the UNI series, is on the decline.
You know, Changan UNI-T, which was once known as the "net red car", used to sell more than 10,000 units for half a year, but now the lowest monthly sales are less than 5,000 units. As the second member of the Changan UNI series, UNI-K has basically maintained monthly sales of about 3,000 units since its listing. It can be said that the high-end process of Changan Automobile is not too smooth, so why did it suffer such a situation?
This is inseparable from changan automobile's exaggerated marketing.
As we all know, Changan UNI-T was once called "virtual whale" by many netizens because of the "virtual standard" of the engine, and Changan Automobile did not respond to this, and the "trust crisis" indirectly led to sales. Unexpectedly, Changan UNI-K also inherits the "tradition", and it can be seen from the third-party complaint platform that a large number of car owners have complained about Changan UNI-K's suspected reduction and inconsistency with the publicity.
One of the car owners said that before the purchase of the car, the major media and Changan WeChat public account publicized that the UNI-K model was equipped with functions such as "APA6.0 automatic parking, L3 level automatic driving, face recognition ignition start, light show timing welcome light, seat boss key" and so on. However, after the actual purchase of the car, it was found that the real car did not have any of the above functions, and after several upgrades of the vehicle OTA system, the above functions were not improved. Therefore, the owner believes that Changan Automobile directly castrated without even a statement, suspected of false propaganda.
In response to the above-mentioned owner complaints, Changan Automobile said that the owner was wrong, and its official website customer service replied that the lighting effect of UNI-K was mounted on the engineering test vehicle, and the listed mass production model was not equipped with this function, and the specific official configuration table of Changan Automobile was subject. At the same time, customer service also said that the automatic parking function demonstration is only used as a technical innovation point publicity, only for the internal test products of the technical demonstration, and the APA6.0 automatic parking function and L3 level automatic driving are bundled development, and the L3 level automatic driving has not yet supported mass production.
However, many car owners said that they decided to start after seeing The personal experience of Zhu Huarong, chairman of Changan Automobile, and they did not expect that it was two different things from publicity. It is understood that in the listing stage of Changan UNI-K, Zhu Huarong personally demonstrated the APA6.0 remote intelligent parking function equipped with Changan UNI-K. In this case, UNI-K is also considered by most people to carry this function, and the owner's body is also affixed with the words "APA Park assist system" when purchasing. But the result? Manufacturers shirk it for various reasons.
It is worth mentioning that, according to previous media reports, there are a large number of complaints about Changan UNI-K sales fraud on the car quality network, but now there is only one query left, and the clear-eyed people can see at a glance that this is human intervention and has been removed. Although the official denies false propaganda, why is this attempt to cover up? What makes car owners even more questioning is that the upcoming Changan UNI-V is equipped with the APA6.0 automatic parking function, which is not contradictory to the official interpretation of "APA6.0 automatic parking function and L3 level automatic driving for bundled development"? Does that mean that There is also false propaganda in Changan UNI-V? Ponder the horror.
Although complaints of "fraudulent sales" on the car quality network were removed, quality complaints intensified. Quality problems such as unlit headlights, abnormal body sounds, audio-visual system failures, door handle failures, driving safety assistance system failures, and engine shaking emerge in an endless stream, and some car owners have said, "One day Chang'an, lifelong difficulty." I have to say that the publicity level Ofan has done too many unnecessary actions, and the bluff exposes the inner cowardice, in contrast, the product level of "invisible materials" is the key to affecting the user's reputation, obviously, Changan UNI-K did not do it, quality control and technical maturity still need to be improved.
Ironically, Pan Xinxin, product marketing director of Changan Automobile's passenger car marketing division, once said: "Treat users with sincerity."
But "the publicity is very full, the reality is very bone", it seems to have become Changan's car-making concept. Repeated publicity that is inconsistent with the real car may also lead to the collapse of the domestic car brand image in the mind of the owner just after it was established: "I originally bought it with the confidence of the rise of domestic products, but now I feel like I have been deceived by my own faith." As netizens said, if Changan does not engage in those false propaganda, sales may be lower at the beginning, but it will come slowly. But Changan blew it into the sky, consumers buy it back to see nothing like the publicity, it is completely fraudulent to consumers, this is a hammer deal, sales decline is sooner or later.
Peng Tao, executive vice premier of changan automobile passenger car marketing division, also said: "A brand should be good like a person, and the product is good just like your appearance, just like your knowledge and ability." On the other hand is character, you have hard power, and soft power, plus face value online. We often say that it starts with appearance, falls into talent, and is loyal to character. Chinese brands can become good brands by improving their appearance, hard power and soft power. But in the eyes of car owners, Changan UNI-K has neither hard power nor soft power, leaving only a brand image that is not used in the middle, peng tao why talk about "good brand"? How can Pan Xinxin justify herself?
Finally, we hope that Changan Automobile can abandon this behavior of using consumers as guinea pigs and give a reasonable explanation to the majority of car owners, otherwise, 3.15 is the sword of Damocles hanging over Changan Automobile's head. So, do you think That Changan Automobile, which has been labeled as "false publicity and sales fraud", can continue its process of impacting the high-end smoothly? Welcome to leave a comment.