Automobile longitude and latitude 2022-05-14 15:10:26 阅读数:622
In China's luxury car market , Porsche has a strong influence . Its brand tone is significantly higher than BBA A grade , Although there are often behaviors such as increasing the price of cars , But as a luxury car brand , Porsche's price increase seems to be much more reasonable than models like Highlander , Consumers can also accept .
And recently , Because of the electronic steering column problem , Porsche has fallen into a huge whirlpool of public opinion .
data display , porsche 2022 Global delivery in the first quarter of 68426 car , Among them, the Chinese market has contributed 17685 car , Become Porsche's largest single market .
Logically speaking , Porsche should attach great importance to Chinese consumers , However, it can be seen from the steering column reduction event , Chinese consumers seem to be related to “ A lot of money is a fool ” Marked with an equal sign .（ Of course , This phenomenon is also a popular luxury in China , And the irrational consumption of high consumer groups .）
Indecisive “ Minus doors ”
Porsche's current whirlpool of public opinion is from 4 month 27 At the beginning , In the Porsche of the day Taycan During the live broadcast of the new car on the market , There was a sudden influx of people in the studio who changed their names to “ Porsche also gave me the electric steering column ” And so on .
In this way to protest against Porsche's downsizing , This incident quickly boarded the online hot search list .
in fact , Before that , Vehicle quality network 、 A large number of complaints related to this matter have appeared on the rights protection complaint platforms such as black cat complaint .
The contract provided by the user shows , Previously, Porsche said that due to the shortage of chips, the configuration of the vehicle had been adjusted , The original electric steering column is reduced to manual steering column , And promised to install it for car owners free of charge in the future .
But a few months later, users found , Porsche has decided not to upgrade the manual steering column . And to complete such an upgrade , Users need to 4S Many flowers in the shop 3 Installation fee of about 10000 yuan . Porsche in order to calm the user's mood , Decide to offer 2300 A $voucher .
But some users found that , The compensation given by Porsche to users in the United States is 3100 About RMB , Much higher than the compensation amount in the Chinese market , So after the door reduction event , Porsche has hit another minefield ： Different treatment between China and foreign countries .
Objective to , Chip shortage is indeed a common phenomenon in the global automotive industry during this period of time . Previously BMW 、 Ideal 、 Xiaopeng and other brands have had similar communication with users .
BMW has cancelled the automatic parking system of some models , Ideal and Xiaopeng have reduced the radar , But because the promise was fulfilled afterwards , Did not affect the brand's reputation .
But Porsche, a luxury brand deeply rooted in the Chinese market for many years , But because of this small steering column, it ignited the anger of users .
4 month 30 Porsche officially issued a statement on this incident on the th , I hope to calm the anger of car owners , But many car owners saw this letter and thought it didn't solve any substantive problems .
As public opinion continues to ferment ,5 month 12 Porsche announced that it had made some progress in solving this incident , But Porsche's image among consumers has been irreparable .
Enlightenment of Porsche reduced door
It is unclear how Porsche officials will eventually deal with the storm , But the attitude of foreign brands in dealing with similar events , But it can also bring us a lot of enlightenment .
If China's auto market wants to develop healthily , First of all, we must get rid of the privilege of foreign brands , Let domestic brands and foreign brands compete in the same fair environment .
stay 2020 year , Volkswagen because of the exhaust door incident , And to American consumers for up to 98 US $100 million in compensation .
Compensation on this scale has never appeared in China , More Than This , Even a small amount of compensation is very rare .
Although in the current handling of events , Porsche has claimed to have made some progress , But when the results will be made public is still unknown . But what is certain is , This incident has caused irreversible subversion to the image of Porsche in the eyes of consumers .
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