AutoBeta(AutoBeta.net)12/17 Report--

Does Guang Qi Wei come to challenge the industry's most stringent service pledge? On December 16, Guang Qi Wei came to CEO and Liao Bing posted a group of posters on Weibo with the caption "We challenge the industry's most stringent performance pledge, please witness it together!"

The first three posters, "shouting" colleagues, read, "they have many performance promises, all of which are irrelevant, and in the end, their performance promises are better than none," and "they have so many service promises that they can't remember them." finally, they said that they could not do it, "they made a lot of performance promises, and they set a lot of hidden thresholds, and in the end they didn't fulfill anything."

Followed by three red posters are particularly "dazzling", the content is "full return within 7 days", "60 days in case of major quality problems first compensation return", "3 years 40% discount value exchange". However, so far, the so-called performance pledge of Guang Qi Wei Lai has not yet released the details.

It is worth mentioning that in October this year, GAC Wei Lai apologized for its "commitment". At that time, Guangqi NIO released a poster that read: "if the 811 battery catches fire in the Ningde era, the whole vehicle will pay for it!" In addition, Guang Qi Wei advocated that "all battery car manufacturers in the industry using Ningde era make a joint commitment to protect the rights and interests of users!"

Shortly after the poster was issued, GAC NIO issued an apology: we should not hastily advocate that all car companies in the industry that use new energy batteries jointly promise full compensation for the whole vehicle without careful consideration. Previously, the full compensation promise of the whole vehicle is only the commitment of Guang Qi Wei to its own users. It does not involve any competitors or suppliers.

Data show that Guangzhou Auto Lai was established in April 2018, jointly funded by GAC GROUP, GAC NE, Lulai Motor and the Lulai Fund. Guangzhou Qilai's brand "HYCAN Co-creation" was officially launched in 2019. At present, only one model of Hechuang 007 is on sale, with a subsidized price of 26.26-303000 yuan.

Although GAC Lai is a joint venture brand jointly established by GAC GROUP and Lai Automobile, its sales in the market are not optimistic. Data show that only 628 HYCAN 007s have been sold from April to the end of October.

The main reason for the sluggish sales of HYCAN 007s is the brand. Guang Qi Wei came to CEO Liao Bing once said, "everyone knows GAC, all know Lai, but do not know that GAC Lai is an embarrassing thing."

In addition, although Guangzhou Auto Lai is a brand jointly established by the two companies, the first model HYCAN 007 is doomed to face greater survival pressure in terms of appearance, shape, interior decoration, price, positioning and so on. First of all, HYCAN 007 overlaps with Xilai ES6, GAC Ean LX positioning and selling price, resulting in homogenized competition. In addition, GAC and NIO are not responsible for the brand building and sales of GAC NIO, which means that GAC NIO needs to start over, build its own brand image and sales channels, and then compete with models such as Eian LX and Xilai ES6.

At present, Guang Qi Wei is facing a lot of problems, including how to improve brand strength, improve product competitiveness and improve after-sales service. Therefore, instead of brushing the sense of existence in marketing, it is better to speed up the development of the brand and do some practical things. Brands, products and services have come up, and consumers will probably give this brand more consideration when buying cars.

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