Hello dear friends, today we are going to talk about a matter that has caused a lot of discussion.
Recently, at the launch of its new flagship model, the L6, Zhiji Auto gave a detailed introduction to the details of rival Xiaomi Auto's SU7 model. Specifically, Zhiji Auto claims that the front and rear motors of the Xiaomi SU7 Max version do not use top-of-the-line SIC silicon carbide modules.
As soon as this remark came out, it immediately caused an uproar in the car circle. As the leader of the emerging car-making forces, Xiaomi, the opponent of Zhiji Automobile, can be said to be wrong and suffered a "disaster". Xiaomi then said that SU7 does use the industry's top SIC silicon carbide module, which is consistent with the configuration level of Zhiji L6.
In the face of the turmoil caused by the gaffe, Zhiji Auto issued a public apology letter in a timely manner. They sincerely admit that this mistake was caused by an omission in the internal audit process, and sincerely apologize to Xiaomi Auto and the majority of users and fans.
Judging from the reaction of Zhiji Auto, their sincerity, timely correction, and respect for competitors are commendable. Unfortunately, this oversight caused an unnecessary impact on public opinion and cast a shadow over the launch of the new car of Zhiji Auto.
On this matter, we might as well think about a few more levels:
1. The importance of truth and credibility
The reputation of a company is largely based on the authenticity and credibility of the information it publishes. This slip of the tongue of Zhiji Auto has made the outside world inevitably question the accuracy of its product promotion, which is a heavy lesson.
2. Business ethics of peer-to-peer appreciation
Although Zhiji and Xiaomi are both emerging car manufacturers, in the fierce market competition, they should also pay attention to basic professional ethics and business etiquette to avoid unwarranted suspicion and false accusations against their opponents.
3. The importance of the review process
From the root cause, the adverse impact caused by this incident shows that there is still room for improvement in the internal control procedures of Zhiji Auto in the review of promotional materials. Optimize the internal audit mechanism to avoid such low-level mistakes, and get twice the result with half the effort.
4. Wisdom in dealing with crisis public relations
In the face of a sudden crisis of public opinion, Zhiji Auto's response is worthy of recognition. In all fairness, however, they can do a better job – for example, by explaining the ins and outs of the mistake more thoroughly, thereby reassuring the outside world.
Overall, this amazing episode reflects many dimensions worth exploring. It is not only a valuable stage lesson for the enterprise, but also a collective lesson for fellow travelers; It not only tests the PR wisdom of crisis response, but also demonstrates the indispensable business ethics in the development of enterprises.
In life, there are little things that make sense everywhere. I wish Zhiji Auto, Xiaomi Auto and the entire new force camp to climb new heights in the future journey and bring us continuous surprises!