Recently, Porsche has been deeply trapped in the "door of reduced allocation", and domestic car critics have been unprecedentedly united and jointly shelled Porsche. The cause of the matter is that some Porsche owners were told when collecting the car: "there is a temporary lack of electric steering column, which will be replaced by manual steering column first and replaced free later". As a result, Porsche did not deliver on its original promise. At the end of last month, Porsche issued a document, canceling the later replenishment plan previously promised on the grounds of lack of chips, and only taking 2300 yuan as compensation.
Many car owners said that after consultation, they found that if they replaced the electric steering column after sales, the cost would be about 30000 yuan.
Obviously, such treatment is unacceptable to consumers.
Porsche is accused of "double standard"
Live studio owners brush gifts to protect their rights
The response was accused of being insincere
In addition to not abiding by the promise and the sloppy compensation measures, what makes Chinese consumers dissatisfied is that Porsche has played a "double standard".
Due to the epidemic, Porsche has cancelled the electric steering column of some Macan, Panamera and other models since last year.
Some car owners found that there is also a lack of chips. Porsche has equipped the North American market with an electronic steering column. After the chips are in place in the later stage, local consumers only need to install chips to use them normally. Moreover, Porsche sent an email notice to the car owner in advance, giving a compensation of $500 without any restrictions on use.
The compensation for Chinese consumers is only a 2300 yuan voucher that can only be used for after-sales, and said that it is unable to provide the installation service of electric steering column.
On the evening of April 27, a large number of rights holders poured into the live broadcast room of the "new Porsche taycan cross Turismo" new car launch.
Shortly after the live broadcast, a large number of car owners made rights protection comments, so Porsche turned off the comment function.
However, luxury car customers are "super rich and intelligent".
Car owners have changed their online names to "Jinniu Porsche returns my electric steering column", "BAOSHIJIE is suspected of sales fraud", "BAOSHIJIE or 2300 flying rolls" The relay dominates the screen by brushing gifts, and the scene is extremely arrogant.
On April 30, Porsche issued a letter on the "manual steering column" to the owners of electric vehicles.
Porsche said that due to the shortage of chips, it was out of stock. Although many efforts were made to coordinate, it was still unable to estimate the arrival time of chips related to electric regulation functions. Therefore, at the end of the first quarter of this year, Porsche headquarters decided to cancel the recovery and replacement plan of the steering column with electric adjustment function.
At the same time, Porsche also pointed out that it would communicate with each affected customer to promote the settlement of the incident and hope to obtain the understanding of the customer.
However, Porsche's response failed to be accepted by consumers.
In this regard, some netizens said they were insincere; Some netizens also pointed out that "the whole article is crying miserably? Why don't you cry when you collect the option fee".
On May 11, the official microblog of Porsche China released a photo of super running with the text "without losing classics".
Some netizens commented on this: "without losing the classic, what is missing? Without the electric steering column?", Some netizens joked, "is this manual steering?".
Some netizens changed their online name to "Porsche returns my steering column" and left a comment that "the classic is that there is no electric steering column".
Since the beginning of April this year, car owners have successively said that they were told to cancel the measure after signing the agreement on free replacement of electric steering column. After that, they began to protect their rights through the black cat complaint [complaint portal] platform and other channels.
On the black cat complaint platform, the number of complaints against Porsche has reached 151 in recent 30 days, all of which are about Porsche's cancellation of the electronic steering column.
However, there seems to be little progress in these complaints. Both "replied" and "completed" are displayed as 0.
It can be seen that the road of safeguarding consumers' rights is not smooth.
Unprecedented unity of auto We Media
Some netizens questioned its impure purpose
On May 10, the auto blogger "boss Cai" released a video on the social platform, calling on the whole network of car critics to pay attention to the problem of Porsche's "electric steering column".
Boss Cai said that he has been paying close attention to the Porsche "downsizing" incident recently. He is helpless, lonely, anxious and angry, but he doesn't pay attention to the traffic. He just wants to change these brands that treat Chinese consumption differently through his own persistence, the pressure of public opinion and the condemnation of consumers.
In the video, boss Cai made a request to more than 10 car critics and practitioners in the automotive industry, such as "monkey said car", "Chen Zhen", "Han Lu", "Xiaogang senior", and called on them to jointly speak for the car owners.
After boss Cai released the appeal video, "monkey said car", "Xiaogang", "Chen Zhen" and many other big V came out to comment one after another to support boss CAI.
On the evening of May 11, monkey said that the car was connected in the live broadcast room. Many car circle big V, rights protection owners and professional lawyers, such as boss Cai, Bajie and a Fei, analyzed the incident.
For a long time, some car critics often have a little friction and quarrel with each other. Why are these unprecedented unity this time?
Boss CAI has repeatedly stated in the video that his practice is "not for traffic", but the video has successfully attracted the attention of the whole network.
As more and more car critics spoke about the incident, some netizens questioned it. The rights protection event, which should have been aimed at Porsche's "distribution reduction", has become a stage for all kinds of online celebrities to compete for traffic.
Some netizens found that boss Cai had "brought goods" a glass water in the video related to "Porsche reduction". The page shows that boss Cai's car glass water has sold 52000 orders in total.
Therefore, some netizens believe that the purpose of some "car critics" under the banner of "speaking for rights owners" is not simple.
There is also a short video blogger said: "but for those who chat about cars, one counts. Who dares to say that they don't send videos to make money?".
According to the daily economic news, the relevant person in charge of Porsche China said: "at present, the special working group composed of Porsche headquarters and Porsche China has also conducted in-depth discussions with relevant suppliers and discussed the future accessories Supply and production have been re combed and analyzed. Through our efforts, we have made some progress in the recovery possibility of this function. We will give customers and the public a clear answer in the next few days. "
According to china.com, some Porsche owners have solved their vehicle problems recently. The owners feedback that Porsche has handled the return service for them according to their requirements.
According to the Securities Daily, on May 16, a person close to Porsche revealed that Porsche will launch a new and more sincere compensation scheme. But "it cannot be disclosed without official permission, and a clear reply is expected soon."
So it seems that the storm of Porsche "downsizing" may be solved in a few days.
Renmin.com said: "if you fool things, there is no sense of shame"
On May 16, the official microblog "people's online review" of the people's online review department issued a document saying that Porsche's handling method "fooled things and had no sense of shame".
The comments pointed out that since Porsche solicited customers under the banner that it would upgrade the "electric steering column" for car owners free of charge, it should honor its commitment and not cancel it easily. This is not only a lack of integrity, but also suspected of false publicity.
In the face of increasing consumer complaints, Porsche only said in its apology statement that it would compensate the 1000 yuan voucher for next use. The commentary pointed out that this is simply fooling things, and there is no sense of shame at all.
The most important strategic market is not respected
What consumers care about is their feelings of consumption.
Under the epidemic situation, it is a fact that there is a shortage of chips and insufficient guarantee of the supply chain of car manufacturing. It is not uncommon to see "reduction of distribution" and "reduction before supplement". I believe that the vast majority of consumers understand the problems caused by the instability of the supply chain.
However, at present, other car companies have not seen a situation similar to Porsche's "reduced door".
It is understood that Xiao Peng and ideal have also announced that due to the chip problem, they will reduce the allocation of on-board radar and provide consumers with options.
Among them, Xiaopeng automobile has launched two delivery schemes. Scheme a is to wait for vehicle collection without rights and interests, and deliver in sequence; Option B is to select software rights and interests, sign supplementary agreements, deliver in sequence and replenish radar in batches.
Due to the shortage of chips, BMW has cancelled the automatic parking aid system, mobile phone wireless charging and WiFi hotspot functions of some models, and reduced the price of models.
Audi once reissued the remote control key in the later stage due to the same problem
How can consumers accept the behavior of self destroying contracts like Porsche and then throwing the pot to the epidemic?
According to statistics, Porsche delivered 95671 new cars in the Chinese market in, accounting for about 32% of the total global sales. In other words, for every ten Porsche sold, three owners came from China.
In March this year, the vice chairman of Porsche's global executive board maisige publicly said: "China is one of our most important strategic markets, not only because of its bright sales data, but also because of its excellent performance and broad space in digitization and innovation."
Now it seems that what Porsche is doing now seems to have hit mesger in the face.
As an automobile brand that regards China as one of the most important strategic markets, it should not only have the spirit of contract, but also respect the Chinese market.
However, when dealing with this incident, Porsche has not yet given a solution satisfactory to Chinese consumers.
Once consumers' favor and trust in the brand decline, the enterprise will only destroy its future.