Recently, the most topical event in the automotive circle is the Tesla rights protection incident, compared with the Mercedes-Benz rights protection incident of that year, this time not only successfully went out of the circle, but also triggered public anger. In this incident, there are also some people who are happy and some people are sad, for the happy part, in addition to the audience who like to eat melons, there are several Passatsat stealing music, after all, as the last melon king, Tesla not only completely stole its "limelight" after making headlines, but also the once popular "whole village eating" terrier is gradually forgotten. However, judging from the sales in March, the late justice has arrived.
For sales in March, let's talk about the general environment. Compared with last year, the sales volume in March this year and even the entire first quarter is generally good, although it is not as good as 2018, but compared with 2019, it has achieved slight growth, the contrarian trend has at least stopped, and compared with the same period last year during the epidemic period, it has achieved a year-on-year increase. At the same time, in the joint venture B-segment car market, veterans such as Camry, Accord, and Maiteng still maintained sales of more than 15,000. In other words, March is not a low season or a special period.
This month, the Passat sold 6,894 units. This result is actually inferior to the So-called fractured American Regal (9292 units), compared to the brand's low tide of Mai Ruibao XL (6037), it is almost at the same level. Obviously, after the Passat experienced the China Insurance Research Institute incident, although the initial sales impact was not large, from the initial price reduction to the current sales reduction, the late controversy has arrived.
And the reason why people reacted to the Passat incident so fiercely at the beginning, the resistance was much higher than the previous DSG incident, there were three reasons, the first is that compared with the beginning, people's cognition of the car is more and more comprehensive and rational, and the Volkswagen brand is no longer as blindly worshipped as before; the second is that in the Chinese market, the car consumer rights protection incident has accumulated deep resentment, Passat has become an explosive mouth at that time, and the third and most critical point is that the hidden dangers exposed by the Passat incident. It is not a small problem that the owner can solve by sacrificing a little event or money, but it involves the life of the family and has touched the bottom line.
Of course, after the outbreak of the incident, the fierce reaction of public opinion has gradually attracted the attention of manufacturers, from the early stage of wanting to throw the pot and wash the floor, to the later stage through the modification to solve the problem, from the last test of the Passat by the Zhongbao Research Institute, the new Passat seems to have indeed been corrected. But in the minds of consumers, things can't end there.
Because from the manufacturer's point of view, the Passat incident can not really be like a smoke cloud, the hot spot has passed unscathed, in fact, every negative time the public, more or less to the brand and product damage, from the public's brand belief gradually disappeared, the price of the product is no longer firm is a good witness. In addition, volkswagen still lacks an account for the owners of the old Passat, as well as this matter in this province. Compared with the previous public opinion environment that can be confused, the current auto market, consumers are uniting to let those strong brands learn to bow their heads and learn to respect the Chinese market again.