AutoBeta(AutoBeta.net)12/04 Report--

A brand should focus on its own products and users in order to win the trust of more users, but some independent car brands are proud of marketing, looking everywhere for other brands to challenge the sense of existence, which has a negative impact on the brand image.

GAC NE officially released a message on December 3, claiming that its all-electric model Aion LX beat Tesla Model 3 at high speed, saying that this is the confidence and strength of Chinese science and technology.

According to official information, the test was conducted by a new energy vehicle media and provided by the manufacturer. GAC NE Aion LX has a maximum price of 279600 yuan, battery capacity of 93kWhPowerNEDC with a range of 650km, and Tesla Model 3 long-range version with a price of 421000 yuan and a battery capacity of 75kWh.NEDC has a range of 664km, and the car is no longer on sale.

According to the official results released by GAC NE, Model 3 ran out of power after running 420.8km on the highway, while Aion LX ran out of 415km, indicating that it still had 5% power, leaving a battery life of 34km. Based on this, GAC NE declared victory in the test.

Some netizens asked, 93 kilowatt-hours and 75 kilowatt-hours of electricity, also run more than 400 kilometers, who won in the end? Some netizens even questioned the fraud of the test, but GAC NE officially did not respond to this.

After GAC NE posted the Weibo, he was scolded by netizens. Words such as "disgusting", "garbage" and "shameless" were all used, and the official blog comments turned upside down.

Some netizens mentioned that GAC NE's continued voyage is not bad, good positive publicity can, must do some eye-catching marketing competition to find uncomfortable, lower the brand image. Some netizens even said that this is the daily life of some domestic brands.

In addition to the topic created by the comparison between GAC NE and Tesla, he has also recently been defended by dozens of Didi drivers because of the serious shrinkage of his voyage.

According to media reports, GAC NE Aion S pure electric vehicle purchased by several ride-hailing drivers in Hunan Province, the sales in 4S store clearly indicated that the cruising mileage could reach 510km, but after winter, the vehicle mileage was significantly shortened, with driving mileage less than half of what was advertised, with only more than 200km, which led to a great increase in the establishment of operation, thus causing collective dissatisfaction among drivers.

Mr. Wang, the ride-hailing driver, said that both GAC NE 4s store personnel and GAC GROUP technicians tested the vehicle, but found that the car could only run 263km in mileage, leaving a range of 37km. The car owners have put forward the idea of returning the car, but it was rejected by the staff of the 4s store.

The person in charge of GAC NE 4s store said that the insufficient mileage is related to the operation of the drivers. "the range advertised is a range test, which is based on the official issued by the national documents. And the battery is just like people, afraid of cold in winter and heat in summer are the characteristics of the battery, so it is a great test of the master's driving habits. "

Drivers can not accept this, in view of this matter, the manufacturer has sent people to the 4s store to deal with it.

As can be seen from the wild spray of GAC NE's official blog, the marketing incident may be a "farce" from beginning to end. Some brands do not focus on their own products, as well as the establishment of user trust, but love to play with marketing hot spots, there is no doubt that "playing with fire".

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