Zhiji Auto issued a letter of apology, apologizing and clarifying the mistake made at the recent "Beyond All Yearning" Zhiji L6 super smart sedan launch event. This error is a key parameter in the introduction of Xiaomi SU7 product power during the introduction. The incident sparked a discussion about competition and brand image among investors.
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Event recap
In this error, Zhiji Auto mistakenly marked the technology used in the front and rear motors of the Xiaomi SU7 Max Edition as the same as that of the Zhiji L6, i.e., the SIC silicon carbide module. However, in fact, this labeling is wrong, because the technology used by the two is not the same. This mistake forced Zhiji Auto to issue an apology letter to clarify and correct the mistake.
This incident actually caused a certain degree of damage to the brand image of Zhiji Auto. First of all, it shows that Zhiji Auto failed to conduct adequate content moderation before the press conference, which led to this serious mistake. Secondly, it also exposes the tension of Zhiji Auto in the market competition, which may have lost the trust and support of some consumers.
Zhiji Automobile is a high-end electric vehicle brand under SAIC, and its spokespersons are Tang Wei and Jin Chen
Zhiji Automobile, as a high-end electric vehicle brand under SAIC, has always attracted attention. It is committed to promoting the development of automotive technology, and has won the recognition of consumers with innovation and high-end product quality. In the process of shaping and disseminating the brand image, the choice of spokesperson also plays a pivotal role. Zhiji Auto has chosen the well-known actress Tang Wei as its spokesperson, aiming to inject more fashion and charm into the brand.
At the same time, Jin Chen, as a representative of the younger generation, has won the love and attention of young people with his lively and cheerful image and versatile performance. Her endorsement has injected more fashion elements and vitality into Zhiji Auto, attracting the attention of more young consumers. The joining of Jin Chen not only gives Zhiji Auto more fans and supporters among the young group, but also injects more fresh blood and vitality into the brand.
The Zhiji L6 is priced between 23 and 330,000 yuan
This incident directly damaged the brand image of Zhiji Automobile and SAIC. As a high-end electric vehicle brand, Zhiji Auto has been committed to establishing its own brand image and technical strength, but this mistake has had a negative impact on the brand. Consumers' trust and recognition of the brand is the cornerstone of the long-term development of the enterprise, once there is a mistake, it will be questioned and resisted by consumers, bringing immeasurable losses to the enterprise.
At the same time, the Zhiji L6, as the flagship model of Zhiji Automobile, is priced between 23 and 330,000 yuan, positioning it in the high-end market. However, this apology incident undoubtedly cast a shadow on the market performance of Zhiji L6. When choosing to buy a car, consumers not only focus on the performance and quality of the product, but also consider the reputation and image of the brand. This incident may have a negative impact on the market performance of the Zhiji L6, affecting its competitiveness in the highly competitive premium car market.
Zhiji Auto sold only 2,000 units in February
According to data released by SAIC, in February 2024, the monthly retail sales of Zhiji Automobile will only be 2,000 units, of which only 395 units will be sold by Zhiji LS7. The sluggish performance of this sales data is likely to be related to the large-scale vehicle system failure and the decline in consumer trust in January. When buying a car, consumers will not only consider the performance and quality of the product, but also pay attention to the reputation and credibility of the brand. The apology had a negative impact on Zhiji Auto's brand image and market performance, resulting in a decline in sales.
Zhiji Automobile's large-scale vehicle system failed in January
In January 2024, Zhiji Automobile suffered a large-scale in-vehicle system failure, which not only caused a lot of inconvenience to consumers, but also had a great impact on the brand image of Zhiji Auto.
As one of the important components of modern automobiles, the vehicle machine system undertakes navigation, entertainment, communication and other functions, which directly affects the driving experience of the vehicle and the daily life of users. However, in January 2024, there was a large-scale failure of Zhiji Auto's in-vehicle system, resulting in a large number of vehicles not functioning properly. Consumers have complained that they cannot use navigation, Bluetooth connection and other functions normally, which seriously affects their driving experience and travel safety.
Netizens hotly discussed:
1. SAIC, a professional automobile factory, wants to apologize to Xiaomi for three years of car building.
2. Apologizing is also a kind of marketing, which is on the hot search, otherwise many people still don't know about Zhiji.
3. In fact, we don't need to boycott foreign countries at all, our own internal strife is enough.
4. Benchmark Xiaomi, apologize to Xiaomi, and lose completely.
5. Peers should not belittle their opponents, but should compete together to create better products is the broad mind of an excellent entrepreneur, and can also win a broader future.
6. Any slander and slander will only make Xiaomi cars more powerful!
7. Su7 vs. Tesla... Zhiji and Su7 you taste you carefully.
8. When others benchmark you, it means that you have won.
What do you think about this?
#记录我的2024#