Preface
In this era of information explosion, a press conference may make a brand, or it can put a brand in a place of no return. The launch of Zhiji Auto's new car L6 was originally a long-awaited event in the industry, but unexpectedly evolved into a topic of conversation in the industry due to an "oolong".
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1. Zhiji press conference "overturned": Xiaomi SU7 was accidentally injured
At the press conference, Zhiji Auto vowed that its new car L6 is ahead of its peers in electric drive technology, especially compared with Xiaomi SU7. They claim that the Xiaomi SU7 uses the electric drive technology of the front IGBT and the rear silicon carbide, while the Zhiji L6 uses the more advanced front and rear dual silicon carbide electric drive. This remark quickly caused an uproar in the industry, and Xiaomi SU7, as a blockbuster product of Xiaomi Automobile, naturally attracted much attention for its technical configuration. This remark of Zhiji Automobile has undoubtedly brought a lot of impact to the brand image of Xiaomi Automobile.
However, this is not the case. Xiaomi Auto then made a statement, making it clear that the Xiaomi SU7 is full of silicon carbide, not only the front and rear electric drives are silicon carbide, but even the on-board charger (OBC) and the compressor of the thermal management system use silicon carbide technology. This response made Zhiji Auto's remarks instantly embarrassing, and the "overturned" scene at the press conference became a topic of conversation in the industry after dinner.
Second, Xiaomi angrily reprimanded Zhiji: demanded a public clarification and a formal apology
In the face of Zhiji Auto's erroneous remarks, Xiaomi Auto obviously cannot sit idly by. Through the company's spokesperson, they continued to post a strong dissatisfaction with Zhiji Auto's misbehavior. Xiaomi Auto believes that Zhiji Auto's remarks not only misled the public, but also caused serious damage to the brand image of Xiaomi Auto.
A spokesman for Xiaomi pointed out in stern terms that Zhiji Auto's erroneous remarks are a violation of industry rules and an infringement of consumer rights. They demanded that Zhiji immediately make a public clarification and formally apologize to the misled public. This attitude of Xiaomi Auto has undoubtedly put Zhiji Auto into a more passive situation.
However, Zhiji Auto's response was a big surprise. Although Liu Tao, co-CEO of Zhiji, later issued an apology, Xiaomi Auto believes that its apology is understated and lacks sincerity. They once again urged Zhiji to make a public clarification and formally apologize to the public. The confrontation between the two sides has further escalated the already gunpowder-filled dispute.
3. The CEO of Zhiji apologized: Xiaomi didn't buy it, and the confrontation escalated
Under the pressure of public opinion, Liu Tao, co-CEO of Zhiji, finally stood up and apologized. He admitted that Zhiji Auto made a mistake in the research results of the product information, which led to the improper description of the electric drive configuration of the Xiaomi SU7 at the press conference. He said that Xiaomi SU7 is indeed the same as Zhiji L6, both front and rear motors use SIC silicon carbide modules, and Xiaomi SU7 is their very respected competitive teammate. Liu Tao's apology seems sincere, but Xiaomi Auto doesn't buy it.
A spokesman for Xiaomi believes that Liu Tao's apology is too light and does not face up to the seriousness of the problem. They pointed out that Zhiji Auto's erroneous remarks not only misled the public, but also caused irreparable damage to Xiaomi's brand image. Xiaomi Auto insisted that Zhiji take a more formal and sincere apology to settle the dispute.
The confrontation between the two sides escalated again. Xiaomi Auto said that if it does not get a formal public apology from Zhiji, they will take legal weapons to protect their rights and interests. This statement put Zhiji Auto into a more passive situation and made the dispute more confusing.
Fourth, industry shocks: fair competition and industry order attract attention
The dispute between Zhiji Auto and Xiaomi Auto not only plunged the two companies into the whirlpool of public opinion, but also shook the entire automotive industry. Industry insiders have said that this dispute is not only a commercial dispute, but also a profound reflection on fair competition and industry order.
Fair competition is the cornerstone of the market economy and the premise for the healthy development of the automotive industry. However, in this dispute, Zhiji Auto has misled the public with false statements in an attempt to discredit its competitors. This behavior not only violates the rules of the market, but also damages the image of the industry. If this behavior is allowed to spread, it will have a serious impact on the healthy development of the entire automotive industry.
Therefore, this dispute has also triggered widespread concern in the industry about fair competition and industry order. People in the industry called for strengthening industry self-discipline, standardizing enterprise behavior, and maintaining market order. At the same time, legal supervision should also be strengthened, and violations should be severely cracked down on to ensure the healthy development of the industry.
Looking back on this dispute, we can't help but ask: What caused Zhiji Auto's erroneous remarks? Is it the pressure of market competition that makes them lose their minds, or is the lack of industry supervision giving them a chance? Whatever the reason, this dispute has sounded the alarm bell for us: In the fierce market competition, we must adhere to the bottom line of fair competition and maintain the order of the industry and the rights and interests of consumers. Only in this way can we jointly promote the healthy development of the automotive industry and usher in a better future.