Unexpectedly, Porsche opened the May Day holiday with a letter to the owner.
Porsche apologized for the "downsizing"
On April 30, Porsche (China) released a letter to the owner, mentioning the incident of "electric steering column will be changed to manual adjustment of steering column", which can be said to be the first time that Porsche officially confirmed the "reduction", putting the contradiction between the car company and the customer on the surface.
If not the relationship between car companies and consumers, if not fish and water, at least it will not be tit-for-tat, fighting each other. The issue of the "steering column" configuration between the Porsche brand and the owner has reached an irreconcilable situation. The cause of the incident was the official Porsche de-allocation of the steering column.
It is understood that Porsche's standard electric steering column configuration, due to the "lack of core" replaced by manual adjustment of the steering column, Porsche officials originally promised to upgrade the "electric steering column" for the owner free of charge, but in February and March this year, due to the chip problem can not be solved, Porsche announced the cancellation of the later recovery replacement plan, and compensate consumers 2300 yuan to sell offspring vouchers.
In the face of the shortage of key components such as missing cores, as well as the impact of the superimposed epidemic, many car companies have chosen to launch a sales strategy of "first delivery, then reloading", such as Xiaopeng Automobile due to the chip reduction of millimeter wave radar suppliers, Xiaopeng Automobile has taken the first delivery of models that lack millimeter wave radar, and then reloaded after the arrival of the goods.
Brands such as "Qiao Women Are Difficult to Cook Without Rice", ideal and other brands have followed up on this form of sales. Audi makes a fuss over two keys, providing only one remote key and one mechanical key tooth.
In fact, this strategy of delivering the car first and then making up the parts is also a helpless move for the car companies, but this strategy not only greatly increases the cost of the car companies, but also brings many variables to the consumption behavior, such as whether the promised reloading behavior can be fulfilled, affecting the harmonious relationship between the buyer and the seller.
Porsche's strategy adopted last year is related to the meaning of "first delivery and then reloading", Porsche mentioned in a letter to the owner that "in the second half of 2021, we learned from headquarters that in order to ensure the timely delivery of vehicles, the steering column equipped with electric adjustment function of some models is replaced by a manually adjusted steering column to ensure that the steering wheel position adjustment function can still be achieved after the delivery of the vehicle." At the same time, it is planned to restore this function through modifications after the shortage of related chips has eased. ”
The car market observation and understanding believes that in order to deliver in time, Porsche replaced the steering column with an electric adjustment function with a manually adjusted steering column, and promised to restore it through modification in the later stage. As a result of the owner's complaint, Porsche officials should bear the corresponding responsibility.
However, due to the continued shortage of chips and the impact of the epidemic, the chips related to the Porsche electric adjustment function have been delayed, so at the end of the first quarter of this year, porsche headquarters finally decided to cancel the recovery and replacement plan with the steering column with the electric adjustment function. In the follow-up work, Porsche China asked the Porsche Centres to communicate with relevant customers and compensate consumers for 2300 yuan to sell offspring vouchers.
On the contrary, Xiaopeng Motors will receive free XPILOT (3.0/3.5) software for consumers who choose to "reload radar" in the later stage.
Such as people drinking cold and warm self-knowledge.
Therefore, Porsche should apologize, but also must apologize, the business behavior can not be fulfilled, is a fraud. It is not only Porsche (China) that should apologize, but Porsche headquarters, after all, it is Porsche headquarters that makes decisions. Porsche headquarters made a "final decision to cancel the restoration and replacement plan of the steering column with electric adjustment function", so the sincerity of the apology by Porsche (China) was obviously insufficient.
Porsche did not apologize
After reading the porsche letter to the owner, the whole article is pouring bitter water, either because of the chip shortage or the epidemic is raging, it is the disaster caused by the epidemic, and we are powerless. For Porsche China's apology, many car owners do not buy it. Throwing the pot to the new crown epidemic, only mentioning objective factors, not mentioning solutions, Porsche's apology letter is actually without any sincerity to speak of, more like a "delaying tactic".
Even because of the shortage of chips and the superimposed new crown epidemic, car companies should not hurt consumers who trust Porsche, and the reason why consumers accept the post-reloading plan is precisely because of their trust in the brand, and Porsche's behavior is seriously inconsistent with the brand image. Moreover, an apology is an apology, just posing as if we are powerless, obviously unable to get consumer recognition.
Not to mention the configuration of the electronic steering column, it takes 30,000 yuan to install it separately in the Porsche 4S store, since it can be installed in the store, why is the Porsche headquarters alone out of stock? Aren't 4S shop accessories from Porsche headquarters? This argument is clearly untenable. There is no chip that is not reloaded, or do not want to reload, after all, the cost of reloading is also a lot.
It is not excluded that in the stalls that will seek independent listing, Porsche has sacrificed the interests of consumers in order to pursue better profit performance, after all, maintaining good profits is the top priority.
In addition, consumers need 30,000 yuan to install "electric steering columns", but the store only gives consumers 2300 yuan vouchers. Can the 2300 yuan voucher be fitted with an "electric steering column"? And buy more than 1 million Porsches, is there still a shortage of more than 2,000 vouchers?
So from its apology letter, there is no sincerity to speak of, and Porsche apologized and did not apologize. Moreover, it also exposes the chaos of the Porsche brand in management, and the Porsche headquarters makes various decisions, but Porsche (China) has to carry the pot, and all kinds of prevarication behavior makes the owners disdainful.
The Chinese market is Porsche's largest market, and the data shows that Porsche's global car sales will exceed 300,000 in 2021, an increase of 11% year-on-year. In the Chinese market alone, 95,700 units were delivered, an increase of 8% year-on-year and accounting for 31.7% of its global sales. Porsche's reduction has already caused dissatisfaction among car owners, and it has encountered online rights protection of Chinese car owners at the Taycan Cross Turismo new product launch.
Will the Porsche owners' rights protection storm become an inflection point for Porsche in the Chinese market? It all depends on Porsche's attitude and sincerity in solving the problem. Since it is its own dishonesty, it is necessary to bear the corresponding responsibilities and costs to complete the commitment to customers, and it is impossible to use 2300 vouchers.