Text: Zheng driving @ Tan Qing said AI
How powerful is the 315? From the "blowing up" of Samsung's mobile phone out of the Chinese market, we can glimpse it. Although the explosion of mobile phones is not the whole reason for Samsung's collapse in the Chinese market, it also occupies an important position in the fuse to a certain extent.
When it comes to this 315 "big test", I think all friends in the automotive circle will not be unfamiliar:
4S shop withholding certificate of conformity in 2011; Volkswagen dual-clutch transmission safety hazard in 2013; 4S shop minor illness overhaul and Land Rover transmission defect in 2015; Car Easy Auction used car trading scam in 2016; Volkswagen Touareg engine water in 2018; Baojun 560 gearbox failure in 2020; Ford and Infiniti transmission problems in 2021...
Some people say that the automotive industry is a "315 nail household", and judging from the rich resume of "participating in the conference" above, this sentence does not seem to be empty.
So it has been a few days since this year's annual event, known as the "Public Relations Spring Festival Gala", and there are few absent auto public relations people, are you ready?
New energy vehicles, which are no longer synonymous with niches, are they going to be on the list?
Although companies related to traditional fuel vehicles have rarely been absent at the 315 party in previous years, it is still a new species of intelligent electric vehicle, but it has not been on the stage at the 315 party.
Just like on the eve of last year's 315 party, Tianyancha APP information shows that since February last year, Tesla's public opinion fluctuations have begun to be quite restless, even if Haikou, Anyang, Linfen a number of suspected brake failure accidents, it has not yet appeared on the stage of the 315 party, but Ford, Infiniti two traditional car companies took over the microphone, in the form of a strong occupation of two feature films, continuing the "reputation" of the 315 nail households in the car circle.
As we all know, the 315 party has always been closely related to people's livelihood, which means safety, which is the sword of Damocles hanging over the heads of all enterprises. So why did Tesla, which has a lot of public demand, not land on the 315 party last year?
In fact, last month, the U.S. Highway Traffic Safety Administration also said that it would launch an investigation into Tesla's "ghost brake" incident, but the fact is that today, whether at home or abroad, there are not many doubts about Tesla's "brake failure", but the "real hammer" has not been.
Not only that, last year, Tesla in the country several accidents are very close to the "315" time node, 315 evening as a need to be based on evidence to supervise the enterprise platform, Tesla pushed on the stage, from the timeline at that time, whether it is interviews or evidence collection, many aspects of the pressure is very large.
However, from the macro level, the probability of new energy vehicles on the list this year seems to have begun to increase. If in previous years, the state "cares" for the development of the electric vehicle industry, "fast" is the top priority, then with the penetration rate of new energy vehicles once exceeded 20%, the industry is getting closer and closer to the outbreak inflection point, and this increasingly large market has been worth some "care" migration.
Tan Qing said that AI believes that the migration of this "care" is to gradually focus from "hair" to "education". On the one hand, the state's policy subsidies for new energy vehicles have begun to show signs of decline, on the other hand, the supervision and knocking of the industry by authoritative media has gradually increased.
Just over two weeks after last year's 315 party, Xinhua News Agency published an article entitled "These problems must be cured!" ——Focusing on the hidden worries of the development of the new energy automobile industry, focusing on the "three deadly sins" of the new energy automobile industry:
Product performance indicators "exaggerated" and "water injection" situations appear from time to time; some car companies have frequent product failures but habitually "throw the pot" consumers; the broad market potential has spawned some "PPT car companies" that "make cars" on paper.
The second point of "throwing the pot" consumers, to knock seems to be the "catfish" Tesla. The third point is likely to hit the depths of the soul of more new car-making players.
At the previous 315 party, such as monitoring face recognition information leakage, electronic cigarette industry important information identification is not standardized, etc., the core of the problem is actually pointing to the chaos bred by the barbaric growth period of an industry.
In contrast, the current new forces of car-making, the emergence of industry chaos has actually had signs, for example, last year, some electric vehicle companies advertised immature assisted driving technology as automatic driving, and consumers over-trusted intelligent technology after buying a car, resulting in many irreparable consequences.
Or the high-profile group car network that entered the car-making army at the beginning of this year, in the face of this pearl in the crown of modern industry, the group car network with 0 car-making experience seems to think that its hundred-person foreign team is omnipotent and is "shameless" by the founder of Ideal Automobile, Li Xiangdis.
In fact, when an industry begins to breed chaos, and some companies in the industry begin to lack reverence for products and consumers, the industry has stepped on the red line of the 315 evening to a certain extent, and it is likely to become a matter of time when it comes to the bitter fruit of official and public opinion supervision.
So with the change of the key points of "care" for the industry, in the face of this year's 315 party, which car companies in the electric vehicle industry should be extra careful? We may wish to make further fact-based speculations.
These car companies have stepped on the "red line" of the 315 party?
As we mentioned earlier, the 315 party is closely related to the people's livelihood, which is why the automotive industry often "changes the soup without changing the medicine" to board the 315 party, and the flowing water is carefully counted by the cue car companies, in fact, it is still a few "crimes" of iron.
So in the new energy vehicle companies, which ones have stepped on the "crime" red line of the 315 party? Let's start with the first guest.
Weima Motors: "Deception" buried the grass gray snake line
Last month, WM Motors was deeply involved in the vortex of "locking the electric door" due to collective complaints, and the initiator of the collective complaint at the time, "Mi Zhou is not surnamed Mi", said that WM Motors' "battery has huge safety risks, infringing on the user's right to know, and covering up quality defects by reducing endurance." ”
As for the specific reasons for the dissatisfaction of a large number of car owners, many car owners pointed out that from December 23 last year to January 15 this year, WM Motor launched the "New Year User Premium", selected 18,000 car owners, and gave them comprehensive vehicle inspection services and gift cards of 200 yuan, but after the vehicle inspection returned, the mileage dropped significantly.
As a result, there are relevant car owners according to this incident to write a song called "200 blocks will deceive me", the collective complaint initiator "Mi Zhou is not surnamed Mi" Follow-up is on Weibo @ WM Motor founder Shen Hui and WM Motor, and said, "315 is not seen and not scattered."
Tan Qing said that AI believes that if the owner's complaint is true, the negative news of WM Motors is undoubtedly the red line of "deception" in the step.
The corporate problems raised by the feature film "Who Is Stealing My 'Face'" at last year's 315 evening party actually have certain similarities with the whirlpool of public opinion that WM Motors fell into this time, whether malicious or non-malicious, but they are subjective operations on the private assets of consumers without the knowledge and authorization of consumers.
However, until today, Tan Qing said that the AI side has not received a response from WM Motors about this incident, and will not comment on the authenticity of the incident for the time being. But with the incident fermenting to such a point, WM Motors' public relations team wants to spend a "peaceful" 315 party, it seems that it is not easy.
BYD: Justice is precious, and "humility" is more expensive
Judging from public information, in less than 50 days from the beginning of this year to February 13, three electric vehicle combustion incidents have pointed to BYD cars.
On the afternoon of January 13, some netizens uploaded a video of a BYD dolphin fire, and some sources said that after preliminary investigation, the fire point was near the dashboard, not the battery.
On January 26, some netizens broke the news that a BYD Tang DM-i faulty car in Shanghai was suspected of catching fire on the way towing, and the fire was mainly concentrated in the front and chassis parts of the car.
On February 13, a bydy Qin PLUS DM-i fire occurred in Zhongshan City, Guangdong Province, and the fire was mainly concentrated inside the vehicle.
Fortunately, none of the three fire incidents caused casualties, but the specific cause of the fire, we have not received a response from BYD at present, and it seems that there is still a layer of fog.
In fact, as early as 2018, the problem of electric bicycle battery fire has been named at the 315 party, and with the sales of new energy vehicles getting higher and higher, fire incidents have also begun to occur frequently.
Although there is no "real hammer" for battery fire, for BYD, which has burned three cars for 50 days, it is also suspected of stepping on a "red line", that is, the sword of Damocles hanging over the heads of all new energy vehicle companies, safety issues.
Tan Qing said that AI believes that if BYD is named for the vehicle fire problem at the 315th party this year, then in the face of a crisis public relations, the word "humility" seems to be a serious challenge for BYD public relations.
In fact, vehicle fire is very tricky for any new energy vehicle company, in 2019, Weilai has a large-scale recall due to spontaneous combustion accidents, if it is not a group of "iron powder" users firmly supported, Weilai is likely to become one of the new forces folded in 2019.
In contrast, BYD, after the Qin PLUS DM-i fire on February 13 this year, one of BYD's measures was to report the case to the relevant personnel of the malicious clip and rumor-mongering incident.
As for the cause of the accident that consumers are more concerned about, Tan Qing said that AI has never found a relevant response from BYD.
In fact, BYD's measures to crack down on rumor-mongering black public relations are beyond reproach, after all, personal black public relations or unfounded malicious media reports are indeed industry cancers.
However, from the perspective of public relations, it is like Tesla was accused of "brake failure" last year, not only did not ask a third party to investigate the cause of the accident in time, but also sued the owner, and finally caused a huge public opinion crisis. If BYD has a follow-up crisis public relations need for a car fire, the tough posture set by betting on justice now seems to increase the difficulty of its crisis public relations to a certain extent.
Nezha Car: "Build a car for the people", "quality" should be first
The original intention of Nezha Automobile's concept of "building cars for the people" is worthy of approval, and the sinking market has developed, which seems to be why Nezha Automobile can stand out from the fierce competition of new car-making forces last year.
However, as Nezha Automobile became the dark horse in the new car-making forces last year, in addition to the price advantage, is its product really in line with the original intention of "building a car for the people"?
In May last year, Ms. Zheng, the owner of Nezha V, complained that the maintenance vehicle could not be booked with glass, "an accessory is set for 11 days, the glass is burned, and it should also be refined." ”
According to media reports, this problem has been properly resolved.
However, the after-sales maintenance problem of Nezha car is not a unique case, on December 31 last year, a Nezha U owner complained on the car quality network, "In November, the vehicle was parked in the static and locked state of the community, and the trunk of the vehicle automatically popped open for one night." "Less than a month after the repair, the locked car state in the trunk" charging automatically bounced off again. ”
The owner of the car sought maintenance for the second time on December 31, saying, "The maintenance outlet does not accept maintenance on the grounds that it has been on vacation, and the outlet that is on vacation for one working day is also too rare, and it will be said that there is a master after the 4th, and the 2nd can be repaired." ”
For this complaint, The United Automobile manufacturer replied, "The service network will contact you as soon as possible and speed up the processing." Now whether this issue has been properly handled, Tan Qing said that AI has not received a response from United Motors, it is not known.
In fact, at the 315 party in 2020, there is a certain degree of similarity between a named car brand and Nezha car, according to the 2020 315 party, the owner of the car, Mr. Yang, a certain brand of car was broken, repaired, and the gearbox was replaced twice, and then the same failure occurred less than half a year later.
It is not difficult to find that the "red line" stepped on by Nezha Automobile is our most clichéd but extremely important product and service quality problem.
Of course, in addition to WM, BYD, and Nezha Automobile, the traditional car companies in the hard-hit areas that have been cue by the 315 party over the years now have not so smooth players in the face of electrification transformation.
For example, Mercedes-Benz bet on the electrification of the EQC tire belt motor failure problem, has triggered a number of collective complaints from car owners, on February 18, the State Administration for Market Regulation filed a recall plan.
However, due to the length of the article, I will not repeat it here. Next, we talk about a problem that many car companies cannot avoid in the face of this public relations "big test", that is, how to deal with the public relations crisis of the 315 party, and how to avoid the public relations crisis of the 315 party.
Write at the end:
Tan Qing said that AI believes that "deception", "arrogance" and "quality" are often the three original sins that trigger crisis public relations, so on the occasion of 315, we also briefly summarize three humble views on "315" crisis public relations around these points, and welcome the exchange and discussion of friends from all walks of life.
The first point: to be frank to users, this is very important for the prevention of crisis public relations and the remedy of the East Window matter
Since the problem of locking electricity is introduced into the whirlpool of public opinion, it is undeniable that the root of the problem lies in product defects. This means that the original intention of the "locking the electricity" itself is likely to be good, that is, to take into account the safety of consumers' cars.
However, without being honest with users to reduce the user experience, companies have actually dug a crisis PUBLIC RELATIONS pit for themselves.
The second point: Do not reason with users, especially if the reason is lost first
For example, in the case of a vehicle fire, if the fire itself is maliciously fabricated, then the car company can use legal weapons to protect its legitimate rights and interests, and the wrist is not to blame. But what if the fire did happen on its own product?
This point does not need to be repeated too much, car companies can completely "touch Tesla across the river". After all, under the human instinct of "sympathizing with the weak", no one will like the arrogant posture of the "capitalist".
The third point: "Virtue needs to be matched", and the product should not be separated from the corporate philosophy
This may have little effect on crisis public relations, but it has greater significance for the prevention of crisis public relations.
A big difference between new cars and traditional car companies is that many new car players like to engage in user operations, but user operations seem to be "mouth work" in the short term, and technical work in the long term.
For the new car-making forces, there is no need to often advertise themselves as the "XX of the car-making industry", and the soul of the corporate vision and concept needs to be supported by the strong body of the product in the final analysis, and the basic awe of technology and service should be the premise of entering the game.