The "education of users" of pure electric vehicles should not be paid for by consumers!
In the past few years of rapid development of pure electric vehicles, there have been many problems. The mileage is reduced, the charging facilities are insufficient, the retention rate is not high, and the maintenance is expensive. The existence of these problems dissuads many users who want to buy pure electric vehicles. In the face of these problems, manufacturers can only "educate" users, saying that the battery is afraid of cold and leads to shrinking battery life, low penetration rate leads to low retention rate, and high technology configuration leads to expensive maintenance. Admittedly, these problems were common in the early days of the development of pure electric vehicles. However, if the manufacturer holds the mentality of "educating" users, then the brand is doomed to fail to develop. And these problems should not be paid for by users! So who will solve these user pain points? There is no doubt that this is a problem that auto companies need to solve.
Therefore, the service to users has become a new track for new energy automobile companies to compete. Auto companies will solve user pain points in a targeted manner according to the characteristics of their own models and strategic layout. Nio Motors and GAC Aean are excellent representatives.
Battery life service PK, Weilai power exchange + one key power, Aian long endurance + valet charging + wide service
Mileage anxiety and winter endurance shrinkage are the biggest pain points for pure electric vehicle users at this stage, so the service for user mileage anxiety is one of the most core services of automobile companies. In this regard, NIO has two major service methods. The first is to standardize the batteries of its models so that the batteries can be replaced and build replacement power stations. Second, through the mobile service vehicle, a one-click power-up service was launched. Both approaches have drawbacks, and the price of battery standardization is that engineers take care of small-size cars. The size of the battery pack is limited, so it restricts the endurance of the whole vehicle, and the WEILAI ES6 supports a maximum of 100kWh batteries, and the range of 610 kilometers has reached the limit. In addition, WEILAI Automobile's single-handed construction of the replacement power station cannot be laid in all corners of the country in a short period of time. Therefore, the replacement power station can only be a way to assist in energy replenishment.
One-click power-up service is to rely on Weilai Automobile's service centers in various cities, because the new force company does not have 4S stores, so at present, it can only take care of 1 to 2 first city users, and 3 to 4 tier cities can not take care of it.
How does AEON solve the battery life service for users? First of all, Aion engineers maximized the battery pack according to the characteristics of the model, and the AION LX Plus was equipped with a maximum 144.4kWh battery, which can achieve a comprehensive operating range of 1008km CLTC, thereby reducing the number of charging.
In addition, similar to Weilai Automobile, Aian also provides a key valet charging service, the user places an order through the Aian APP, the service specialist will pick up the vehicle to charge, and send it to the user's designated location after the charging is completed, which greatly saves the user's time. Relying on GAC E-An's after-sales network in the country, the scope of coverage is wider than that of Weilai, whether it is a 1-2-tier city, or a 3-4-tier city, it can be taken into account.
At the same time, it also provides users with a key free installation of charging pile services, so that each AION LX Plus has its own exclusive smart charging pile, even if it does not have installation conditions now, it will also retain 1 year of installation rights for customers. Let charging no longer become a concern for users.
After-sales service PK, all provide lifetime warranty, roadside assistance, Axa win in the lifetime three electric warranty and free basic maintenance, more superior
Pure electric vehicles do not have engines, gearboxes and other mechanical parts, the cost of maintenance is correspondingly reduced. However, new energy vehicles are equipped with more advanced scientific and technological configurations, and once problems occur, then the maintenance costs are greatly increased, so regular car seeing, maintenance is still indispensable.
In terms of after-sales service, Both WEILAI Automobile and E-An Automobile have provided the first car owners with three free rights and interests of lifetime free warranty, lifelong roadside assistance, and lifetime free car networking services. What needs to be explained here is That Weilai Automobile, if the user chooses the battery rental program, then the battery warranty is not provided.
AION LX Plus in addition to the lifetime free three-electric warranty (unlimited mileage), lifetime vehicle warranty (unlimited mileage), compared to Weilai Car, there is also a lifetime free basic maintenance. This is also the first pure electric model in China to provide "lifetime warranty + lifetime free basic maintenance".
And relying on TheAin's after-sales network covering the whole country, it can achieve one-click roadside assistance nationwide, with a wider coverage. In order to make the service open and transparent, users can also watch the whole process video of repair and maintenance on the APP, and view service tickets and statements. If the vehicle quality problem leads to staying in the store, Aeon will also provide customers with free scooters or travel coupons, so that users have no after-sales concerns.
And Aian also provides door-to-door intelligent driving personal training services, if you will not use the vehicle NDA intelligent assisted driving and automatic parking function, you can book a personal training through the APP, you can enjoy one-on-one door-to-door teaching services without going out, quickly get started with the intelligent function of the vehicle, and enjoy the convenience brought by technology. And in the process of using the car, if you have any questions, you can directly connect to the headquarters of Aian with one click, and there will be a dedicated service staff to answer the user's doubts. So in this link, Ayante has a lifetime three-electric warranty, as well as a lifetime of free basic maintenance. Moreover, Aeon's people do not have me, and people have my excellent high-end service rights, which can make users feel more superior in service experience.
Hedging service PK, WEIlai repurchase without commitment, AION LX Plus promises to repurchase 30% in two years, to do the most value-preserving electric vehicles
The low retention rate of pure electric vehicles is a problem for the whole industry, because it is still in the promotion stage of pure electric vehicles. In terms of improving the retention rate, manufacturer buyback is the most effective way. Nio And Aeon also have buyback services.
At present, NIO's used car repurchase service has two problems, one is the slow speed, and the official used car business will be launched in January 2021. In 2022, a second-hand car experience store was opened in Hangzhou and Guangzhou, and there is no one in other regions. The second is that the user is not promised a buyback price, depending on the specific condition of the car, so the user does not know how much his car is worth.
The AION LX Plus is to provide users with the industry's first "AION Care + true value" repurchase plan, that is, after 2 years of car purchase, exchange for any model of GAC Aean, the official will be repurchased at 30% of the market guidance price when the user buys AION LX Plus, and the user no longer has to worry about the retention rate.
Summary: Behind the service is the embodiment of technology + strength
The service to the user is, in the final analysis, to solve the user's pain points. Through the above comparison, we can find that Weilai Automobile and GAC Aean have provided users with very intimate services and have their own characteristics.
As a new car-making company, NIO has a very perfect online service construction, but the offline service has not yet been able to be carried out nationwide, and it also needs to cooperate with third-party partners to implement. Therefore, there is still room for improvement in the breadth of services and the efficiency of services.
Gac Aeon's user service not only has the advantages of traditional automobile companies, but also combines the characteristics of new car-making forces. Offline can rely on the national sales and after-sales network that has been built, with wide coverage and high efficiency. And the service covers the whole life cycle from purchase, use, after-sales, second-hand cars, etc., with rich service content and tailored service content for the pain points of users' car maintenance, which is more superior. All the problems of online users can be directly contacted with the headquarters of Aian to achieve efficient information transmission and protect the rights and interests of users.
So in the final analysis, behind the service is the embodiment of technology, but also the embodiment of strength. The service given to users is also very different from that of large enterprises with strength and small enterprises without strength. Nowadays, the competition of pure electric vehicles has become more and more white-hot, and various automobile manufacturers have slowly shifted from the initial performance parameter competition to the service competition. Whoever has a good service will have more users. Gaqi E'an, on the other hand, has already got the key to open the door to success.