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Not long ago, at the Changan Automobile Global Partner Conference, Zhu Huarong, chairman of Changan Automobile, announced that the UNI series will be branded. In today's car companies under the brand of the case of single flying frequently, Changan will be the UNI series independent as a brand, for the entire automotive industry, it is not a big move, but since the first model of the UNI series UNI-T was put on sale, complaints have increased day by day, causing a large number of car owners to complain, and the second model UNI-K is also suspected of false publicity, causing collective complaints from car owners... Can't help but wonder: is Changan UNI really ready?
"High-end" but not high-quality
Changan UNI-T as the first product of the brand upward, after being listed in June 2020, with its super high appearance and rich configuration, it entered the "10,000 Car Club" in the following month, and maintained sales of more than 10,000 for many consecutive months, but the good times were not long, since 2021, the sales of Changan UNI-T have gradually declined, and it has reached the point of almost waist cutting. Even if the increase in competing models is the reason for the lack of growth of Changan UNI-T, it is more mainly because UNI-T has a large number of quality problems and a large number of complaints, and the sense of seniority expected by car owners is not enough, which naturally has a great impact on word of mouth.
On the complaint page of the car quality network, UNI-T has problems such as black screen of the car machine system, transmission setback, battery failure, and abnormal sound. Among them, the video system failure is mainly, UNI-T's intelligent large-screen entertainment system appears to be stuck, intelligent voice can not communicate, restart / black screen for no reason, and can not connect to Bluetooth and other issues, of which, some owners in the complaint content introduced, he purchased the 2020 1.5T flagship model in early May 2021, but it did not take long to buy back to find that the car machine caton, and many of the settings of the car machine are always automatically restored, sometimes even Bluetooth is not connected.
In fact, there are not no perfect solutions to the above failures. It is understood that the 2022 UNI-T compared to the 2020 model is "increase the amount without price increase", the machine screen is upgraded from 10.25 inches to 12.3 inches, the car machine system has been upgraded, and the MediaTek 8666 vehicle specification chip can be used to solve the problem of 20 and 21 models of car machine Caton. Therefore, some car owners have left messages: I hope that Changan Automobile officials can replace the 2022 model car engine system for them. "We can't let us old car owners buy your immature products, and now you don't care if there are problems, treat us as experimental products." However, the official reply is: customer service feedback problems, the official has attached great importance to it, etc., it will not be solved.
In addition to the car problem, another selling point of Changan UNI-T - performance control has also fallen. In the complaints of car owners, there are a lot of faults about the transmission setback. Many car owners said that after driving for a period of time, the vehicle will have a significant sense of frustration, and the power output of the vehicle will be a ton when accelerating, especially at a speed of about 30km/h, and over time, the frequency of setbacks has also increased greatly. In addition, in addition to the sudden setback of the transmission, there are also car owners who complain that UNI-T also has a transmission oil leakage.
False propaganda, water injection reply
In response to this matter, the official customer service of Changan Automobile once said to the outside world: "The lighting effect of UNI-K is mounted on the engineering test vehicle, the listed mass production model is not equipped with this function, and there is no vehicle publicity and display of this function configuration in the official promotion." Everything is subject to the official configuration table of Changan Automobile. At the same time, the customer service also said, "The automatic parking function demonstration is only used as a technical innovation point to publicize, and is only used for internal test products for technical demonstration." And APA6.0 automatic parking function and L3 automatic driving are developed in bundles, and L3 automatic driving has not yet supported mass production. ”
Why did the unimplemented function be hyped up before the listing, and it also appeared in a UNI-K promotional image released by the official public account of Changan Automobile, "UNI Planet"? Although the two functions of LED light show and automatic parking are not necessary functions of the car, there are bound to be consumers who will consider UNI-K because they see these two functions at a glance. But after getting the real car, I found that there is no function, how should the owner feel?
At the same time, this is not the first time that Changan UNI has played word games. Two years ago, Changan UNI-T was listed, and Zhu Huarong, president of Changan Automobile, personally explained the L3 level automatic driving function, but after the owner got the car, he found that the real car did not have this function, and the synchronization also lacked some of the functions mentioned during publicity, which was roughly the same as the current UNI-K situation.
epilogue
epilogue
In fact, from the UNI-T just listed for half a year, the average monthly sales volume of more than 10,000, Changan wants to rely on the UNI series to rush up is not without opportunity, but want to maintain "vitality", you must cultivate a solid internal strength and word of mouth, more and more complaints about the quality of Changan UNI-T products, manufacturers have not yet handed over the solution, not only let the old owners chill, but also caused an irreparable impact on word of mouth; in addition, many times the publicity and the real car is not consistent with the behavior, It will also lead to the collapse of the brand image of Changan UNI in the minds of car owners just after being established. Indeed, under the general trend of intelligence, car companies in order to highlight their advantages, vigorously publicize the scientific and technological strength of products to attract consumers, there is nothing wrong with it, but all publicity can not be based on intentional misleading consumers.
Therefore, since the UNI series has become an independent brand, then in terms of brand building, the first thing to do is to deal with the chicken feathers left by UNI-T and UNI-K, face the complaints of car owners, give reasonable explanations and solutions, rectify in time, take off the label of "sales fraud", and be down-to-earth, in order to increase the weight of winning in the market in the future.
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