"I didn't expect it, I didn't expect that you guy with thick eyebrows and big eyes also betrayed the revolution!"
In the 1990 Spring Festival Gala sketch "Protagonist and Supporting Role", this classic line of Chen Peisi and Zhu Shimao left a deep impression on the audience.
Unexpectedly, in the automotive industry, the "reduced door" incident caused by the lack of core also occurred in Porsche, and even triggered many rights protection incidents. It is reasonable to say that this kind of supercar brand with high attention but not too high sales should not seem to happen, but now major car companies are deeply trapped in the "lack of heart (core) eyes". It turns out that leeks are not expensive.
Insincere
Recently, many car owners complained that Porsche's new car was "reduced", and the free reload previously promised by the official was also cancelled and replaced by a 2300 yuan voucher compensation.
On the black cat complaint, this incident has been on the hot search: Porsche robbers cancel the electric adjustment function steering column, complaints about the delivery of the vehicle's electric adjustment function steering column missing, promises are not fulfilled, sales fraud, etc. "The contract stipulates that my model is equipped with an electric adjustment function steering column as standard, and when I purchased the car, I also promised to make up the electric adjustment function steering column back, and signed a supplementary agreement, after which Porsche announced that it would not make up and was forced to cancel the electric adjustment function steering column." The netizens who complained have been angry about Porsche's unilateral "breaking the contract".
At present, the number of collective complaints has reached 105, but the processing rate is 0.00%.
The pressure finally couldn't be carried. Porsche (China) recently officially released a letter from Porsche China to the owner of the car, apologizing for the "steering column" incident. In the letter, Porsche admitted that some Porsche vehicles recently replaced the steering column with an electric adjustment function with a manual adjustment steering column, and cancelled the later recovery replacement plan.
Porsche blames the lack of cores: the global shortage of semiconductor capacity remains acute. After much coordination, Porsche headquarters is still unable to estimate the arrival time of the chips related to the electric adjustment function.
Meaning, you just wait, and we don't know when we'll be able to recover.
At the end of the first quarter of this year, Porsche headquarters was forced to decide to cancel the restoration and replacement plan of the steering column with electric adjustment function. "We have quickly set up a task force, led by Porsche Headquarters and Porsche China, to work with relevant suppliers to jointly study all the possibilities and hope to find a solution as soon as possible."
Therefore, until now, Porsche is still expecting to find a solution as soon as possible, it can be seen that for this matter, Porsche's psychological expectations are obviously insufficient, and the owner can only see one word - drag. In short, this kind of treatment that is not aimed at really solving problems, Xiao Ai feels that he is "playing hooligans"!
I would have turned my heart to the bright moon, but the bright moon shone in the ditch. As a century-old car company and a famous supercar brand, Porsche's handling of this time really broke the user's heart.
According to the data, Porsche delivered 301915 vehicles worldwide in 2021, of which Porsche delivered 95,671 vehicles in the Chinese market in 2021, an increase of 8% year-on-year, becoming the world's largest single market for the Porsche brand for seven consecutive years. In the first quarter of 2022, Porsche delivered a total of 68,426 new vehicles worldwide, of which 17,685 were delivered in China, with new car deliveries down 20% year-on-year. Porsche said the reason was that the rebound of the epidemic had led to the temporary closure of some dealers and challenges in logistics. Perhaps, even the consumer market has shown disappointment with brands.
It's the rock of the mountain
In today's automotive industry, the reduction of allocation caused by "lack of core" is no longer a new thing.
Previously, some Tesla owners also found that there was no USB interface in the configuration table when mentioning the new car, but only reserved the hole, and the wireless charging function of the mobile phone was also not configured.
Before Tesla, there are new energy car companies such as Ideal and Xiaopeng, as well as traditional car companies such as BMW, which have implemented allocation reduction delivery under the lack of core.
In November 2021, the chip used by Euler Good Cat was not its claimed Qualcomm octa-core chip, but an Intel quad-core chip, and the owner's complaints about the car and the problems of stuttering and crashing were considered related to this.
Earlier, the ideal car "stepped on the thunder". In October last year, Ideal Auto proposed a "first delivery and then reloading" solution on the millimeter wave radar chip.
Even traditional car companies that are relatively more perfect in the supply chain, such as BMW and Audi, have also successively appeared in the phenomenon of "reducing the allocation" of delivered vehicles. For example, some BMW models of HARMAN Karton high-end audio, mobile phone wireless charging, WIFI hotspot or digital key and other functions will be affected by the lack of cores; Audi can only provide the owner with a remote control key and a mechanical key tooth due to insufficient supply of remote control key chips.
In the context of global chip supply shortage, the lack of core is no longer an isolated phenomenon. The "missing" delivery of some vehicles tests the ability of car companies to deal with crisis public relations. For example, like Porsche, the case of using deception to achieve delivery, and finally being informed of the truth by the owner from other channels is a typical negative teaching material.
On the black cat complaint, some netizens directly pointed out that the essence of this matter is an attitude problem, first of all, it is not to keep the promise, sign the agreement unilaterally breached the contract, and deceived consumers; secondly, the compensation plan is unfair, and many car owners get different amounts of vouchers, but they are less than 30,000 yuan - 30,000 yuan is required to install the electric adjustment function steering column in the 4S store alone.
Then there's the right to know. The vast majority of car owners learned of Porsche's cancellation of the reload plan through other channels, not that, as Porsche said, the owner was voluntarily informed. In addition, some car owners reported that Porsche has problems such as differentiating between domestic and foreign consumers.
When encountering similar incidents before, Ideal and Xiaopeng both launched corresponding allocation reduction delivery plans and corresponding compensation terms. Ideally, when the owner is reduced and delivered, a certain amount of point compensation is given; Xiaopeng provides the owner with XPILOT software services for free. Even so, it is still accused of lacking the "service awareness" of traditional car companies. Today, the supercar brand Porsche uses the "no communication" method to quietly reduce the allocation, which is completely "snapping" to hit its own face.
"Under-allocation" delivery
Well, here comes the new question. Why should car companies risk the world and "reduce the allocation of delivery"?
Today's lack of cores has evolved from being able to alleviate "within half a year" as previously expected, to not being fully recovered within two years. Car companies are caught in a dilemma: either stop work and production, or wait until the supply of chips is sufficient before starting.
All actions can be analyzed from an economic point of view, and this time is no exception. Who has the greater impact than downtime and delivery reductions?
There is no doubt that the loss of work and production is much greater, especially the current luxury brands, but also face with new forces to seize the new energy track, sales have almost become their "lifeblood". Compared with the decline in sales and the decrease in revenue, although the delivery of the allocation reduction is the "next step", it can at least preserve the development of the company and maintain the relative stability of sales.
The upstream and downstream industrial chain of the automobile can be described as "leading the whole body". Some time ago, during the epidemic in Shanghai, some OEMs were forced to stop production due to untimely supply of spare parts. At that time, Xiaopeng Automobile Chairman He Xiaopeng and Huawei Yu Chengdong successively asserted that if the supply chain enterprises in Shanghai and the surrounding areas could not find a way to dynamically resume work and production, all domestic OEMs would face suspension of production in May.
He Xiaopeng "sold miserably" on the one hand, but he did not dare to really stop work, because the "lethality" of the suspension of work and production, you and I understand. In short, car companies pursue "as long as the production line does not stop, there must be a way"! Squatting parts and components enterprises, first delivery and then reloading, and then poor can also be produced out of the lack of parts first. In short, the production line does not stop, there is hope to find an alternative method, once the production is stopped, the "homework" left behind will not know when it will be made up. More importantly, downtime and line restarts are bound to bring huge losses. To put it more bluntly, at the end of the year, an inventory, "is it a mule or a horse"? You have to compare the sales volume, the capital market is not concerned about how many cars you have reduced and delivered, but the sales data of your real money.
Cui Dongshu, secretary general of the Association, also suggested that the delivery of the vehicle should be guaranteed first. "This not only allows consumers to mention the car as soon as possible, but also benefits the production and marketing order of car companies and can be more stable." And some of the currently missing features may have little impact on vehicle performance. ”
For some users, in order to mention the car as soon as possible, they have also accepted a temporary reduction. However, the compensation measures of car companies for consumers should also be in place at the same time, otherwise, the public opinion caused by the car companies may not be worth the loss.