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The "luxury car voucher" has become a reality from a paragraph, and this time it is Porsche that has provoked the anger of the public.
Recently, a large number of car owners complained that after the ordered Porsche was reduced, the official previously promised free installation was cancelled and replaced by a 2300 yuan voucher compensation.
On the black cat complaint platform, many car owners provided contract documents show that Porsche previously told car owners that due to the serious shortage of semiconductor production capacity, it was necessary to temporarily adjust the product configuration on the vehicle, adjust the original electric steering column to temporarily use the manual steering column, and ensure that the owner would be notified immediately after the purchase of the electric steering column was completed, and the installation would be free of charge.
But soon after, the measure of installing electric steering columns for free was canceled, and instead the owner was given a 2300 yuan voucher compensation. It is reported that it takes about 30,000 yuan to install electronic steering columns separately in 4S stores, so Porsche's move has caused a large number of car owners to be dissatisfied.
A car owner said that he ordered a Porsche Cayenne at the end of April last year, when the vehicle configuration list clearly showed the steering wheel electric adjustment, but at the end of November last year, he learned that the steering wheel electric adjustment was temporarily not installed because of the lack of chips, and then reloaded, and as a result, after a few months, he learned from the Internet that Porsche China cancelled this reload at the end of March, but the official did not inform him of the news, but he inquired about the sale to learn the situation, thinking that this is "obviously fraud". In addition, many car owners complained about Porsche's "robbery behavior", hoping that Porsche would install electric steering columns or compensate 30,000 cash.
Since Porsche belongs to the Volkswagen Group, many car owners believe that porsche and Volkswagen's many spare parts can be used universally, and if they pay for a Volkswagen part, it will cost about 18,000-20,000. However, if Porsche certified spare parts are used, it will cost about 30,000 to 40,000 yuan to modify the electronic steering column. In addition to the price factor, self-modification also has warranty risks that may lead to depreciation of the vehicle.
"I asked the owners of several refit shops, and some of them said they didn't want to take over the business. Because the reloading of the steering column requires the connection of airbags and control systems, there are potential safety hazards during the retrofitting process. Li Zhi, the owner of the car, explained, "If you go to the modification without permission, the 4S shop will refuse to provide protection for the re-vehicle, and the residual value of the modified car will be lower." ”
On the evening of April 27, Porsche's official Weibo live broadcast was also subjected to a large number of Porsche car owners' swipe screen rights protection...
In this regard, on April 30, the Porsche Press Center issued a letter from Porsche China to the owner, apologizing to the owner for the reduction of the electric steering column.
Porsche China said that the global shortage of semiconductor capacity is still very serious. The continued COVID-19 pandemic, particularly the widespread spread of the Opmi kerong virus, has exacerbated the situation. After much coordination, Porsche headquarters is still unable to estimate the arrival time of the chips related to the electric adjustment function. This means that the previous recovery and replacement plan will leave customers in constant uncertainty and indefinite waiting.
Therefore, at the end of the first quarter of this year, Porsche headquarters was forced to decide to cancel the resumption of the replacement plan for the steering column with electric adjustment function. Porsche China immediately authorized Porsche Centres across the country to proactively inform and communicate with relevant customers.
Porsche expressed its understanding of the disappointment of the affected customers with this adjustment and the mood to express their opinions. To this end, a task force has been quickly set up, led by Porsche Headquarters and Porsche China, to jointly study all the possibilities with the relevant suppliers, hoping to find a solution as soon as possible.
In addition, Porsche said that since March this year, the sudden recurrence of the epidemic in China and related prevention and control measures, as well as the epidemic that has continued overseas to this day, have increased the difficulty of communication and coordination. I hope to get the understanding of customers to give more time to try to find a solution.
However, in response to this, netizens do not seem to buy it, have said that "said is equal to did not say", some think that Porsche domestic and foreign standards are not the same, "foreign refund of 1200 US dollars, domestic 2300 vouchers are really drunk"; and some ridicule "fortunately can not afford to buy Porsche, otherwise more annoying"...
According to a number of Porsche owners, there are currently hundreds of people in the rights protection group, and porsche sales staff have proposed more than 20,000 new cars involved in the above problems when communicating with the 12315 staff, including Cayenne, Taycan, Paramela, and a small number of Macan. Except for the Macan, which is priced at 500,000 or 600,000 yuan, the other models are priced at more than one million yuan.
At present, on the black cat complaint platform, Porsche has 117 complaints in the past 30 days, and the complaints that have been replied to and completed are 0.
Unlike the "stinginess" of giving away 2300 yuan vouchers, Porsche exceeds the profitability of its peers.
In FY21, Porsche's operating income rose to EUR 33.1 billion, up 15% year-on-year, profit from sales of €5.3 billion, an increase of 27% year-on-year, and return on sales of 16%, higher than its long-term strategic target of 15%. It is reported that Porsche deliveries account for 1/30 of volkswagen group sales, but profits account for 1/4 of its overall, which can be called the "profit cow" of Volkswagen Group.
With excellent profitability and increasing sales volumes, Porsche is also regarded as one of the best assets of the Volkswagen Group.
In recent years, thanks to the rapid growth of the Chinese market, Porsche's sales performance has far exceeded the industry level. According to the data, Porsche sales exceeded 300,000 units for the first time in 2021, an increase of 11% year-on-year. Among them, Porsche's sales in the Chinese market were 96,000 units, an increase of 8% year-on-year.
Porsche is already a super luxury brand with faster electrification. The data shows that in 2021, about 2 out of every 5 new Porsche cars delivered in Europe will be electric models. It is particularly noteworthy that Porsche's first pure electric sports car, the Taycan, will sell about 41,000 units in 2021, which is more than double the number in 2020 and higher than the sales volume of Porsche's core model, the 911.
However, at the key point of transformation and the increasing importance of the Chinese market, Porsche has exposed the allocation reduction incident. Cui Dongshu, secretary general of the Association, said that although the Porsche allocation reduction incident was objectively affected by the chip shortage, subjectively it should not be "double standard" for Chinese car owners and treated differently from overseas markets, coupled with direct damage to the interests of consumers, the brand reputation and image will be discounted to a certain extent.
According to public data, China has become the largest single market for Porsche brands in the world for seven consecutive years. In the first quarter of this year, Porsche delivered a total of 17,685 new vehicles in the Chinese market, down 20% year-on-year. This is not abrupt in the context of the overall setback of the auto market in the first quarter. But in the coming period, if Porsche still can't give a satisfactory solution to appease the emotions of car owners, the incident may further ferment, affecting more potential users.
Editor-in-charge Wang Yahan
Source: China News Weekly, China Fund News, Finance World Weekly, Black Cat Complaint Platform
Inspector Liu Shule