RCCN WeChat QrCode
Mobile WebSiteIn 2018, new energy vehicles are a bit "fire." The "fire" of sales growth is only one aspect, but it does not cover the "fire" of spontaneous combustion accidents. Counting BYD, which recently ignited on the road guardrail in Jiangbin Road, Fuzhou, the number of self-ignited electric vehicles reported by the media has exceeded 10 this year.
Although more than a dozen spontaneous combustion incidents are only a small probability event compared to the sales of hundreds of thousands of new energy vehicles, the words "self-ignition" are very dazzling, and how many consumers will face such incidents. Generate resistance to new energy vehicles. Many netizens said in the report that they imagined that they might be burned alive, or not buying an electric car.
The increased spontaneous combustion incident has also aroused the vigilance of the industry. At the China Automotive Industry Development (TEDA) International Forum held in early September, an official from the Ministry of Industry and Information Technology said that safety is the bottom line that China's new energy vehicles must maintain. It is safe to build cars and build safety cars. It is a new energy vehicle company. Justice should be in this era. However, the recent spontaneous combustion of new energy vehicles has already sounded an alarm to the entire industry. If it does not attract enough attention, the security incident will become a chill of water and the enthusiasm of the market.
In fact, some consumers have already felt the feeling of cold water toppings. According to the China Quality Association survey, among the users who use new energy vehicles, the proportion of users who choose new energy vehicles will be 66% for the next time. Looking at it from another angle, this means that 34% of users will no longer choose new energy vehicles. The reason is simple: their enthusiasm has been ruined. Of course, it is not necessarily because of concerns about safety issues such as spontaneous combustion. Their coldness may lead to quality problems in all aspects of new energy vehicles. The survey data of China Quality Association shows that there are three main shortcomings in the quality of new energy vehicles: insufficient endurance (slowest score for many years); battery charging is not up to standard; interior work quality is far from consumer demand. From the consumer complaints on the auto complaint website, complaints about new energy vehicles have increased since 2014, and the main complaints of consumer complaints are concentrated in the above three aspects.
Regarding the problems existing in new energy vehicles, some people in the industry said: "The maintenance rate of new energy vehicles is indeed higher than that of traditional vehicles, because it is a new thing after all. Considering that consumers buy cars and enjoy government subsidies, there are more problems. Normal. New energy vehicles have problems as new things can be understood, consumers can generally withstand, but if they stand from the perspective of manufacturers, "the problem is more normal," meaning that consumers should pay for problems, there is a problem. . This mentality may be the biggest problem affecting the future of new energy vehicles.
According to data from the Ministry of Industry and Information Technology, more than 200 auto companies are currently "manufacturing" for new energy vehicles that currently account for only 3% of China's total vehicle production and sales. With so many manufacturers building up new energy vehicles, not every car company really wants to make a lot of achievements in this field. Many car companies are just borrowing the new market driven by this new thing. On September 3, the Ministry of Industry and Information Technology issued a list of special public companies, of which 30 new energy vehicle manufacturers were named after failing to produce new energy products for one year or more. These companies just want to take a name, mixed with state subsidies. Even if it starts production, can its products be better?
It is not surprising that there are a lot of car companies that are ill and deceived, and there are problems in the new energy vehicle industry. Whether a product, a brand, or an industry has a long-term market prospect is determined by the consumer's return rate. Like traditional fuel vehicles, new energy vehicles are obviously not a hammer, and there is no future. If you are satisfied with the good expectations of new energy vehicles, you will be frustrated by the consumers who are the pioneers. They have to pay for the various problems and greed of the company. Their enthusiasm is ruined by all kinds of cold water, then they are next to new energy. The choice of car is necessarily a vote with the foot, which will be fatal for the industry.
Perhaps aware of this problem, some manufacturers began to focus on maintaining consumer confidence and increasing investment in electric vehicle R&D and after-sales service. A Beijing-based new energy auto dealer said: "The problem of new energy vehicles in early BAIC is also a lot, and the size of the problem is constant, but now the sales volume is still rising. Apart from the local resource advantage, the important reason is to focus on strengthening quality management. Carefully solve the problem of after-sales service. To be a new energy vehicle, you must have the confidence to invest." From the performance of foreign companies that have already gone to the front, they also pay great attention to quality and service, and enhance the "investment" to win consumers. Trust and confidence. In the early days of Toyota's hybrid car, the battery decayed too fast, which seriously affected the customer's consumption experience. In order to prevent consumers from giving a "bad review", Toyota promises to replace the battery service for customers free of charge. Despite the great cost of doing so, sincerity has earned the trust of consumers.
However, to win the trust of consumers, compared to the sincerity of service, more valuable must also focus on doing things, or companies continue to improve the level of technology. For domestic new energy auto companies, the best thing to do now is to do their utmost to appease the consumers who have been angered by constant fault repair and whose confidence is losing, to satisfy their demands. If you can't even do this, there is no future. We must know that it is not good for it to ultimately influence consumers' decision to buy a car, but it is not good.
