AutoBeta(AutoBeta.net)01/25 Report--

On January 25, China Consumers Association (hereinafter referred to as "China Consumers Association") released the report of "Top Ten Consumer Rights Protection Public Opinion Hotspots in 2021," among which "Roof Rights Protection Event Exposes Service Vulnerability of Automobile Enterprises" has become the largest topic of social influence in 2021. According to the China Consumers Association, the result is calculated based on big data and public opinion social influence by the joint People's Daily Online Public Opinion Data Center. Among them, the social influence index caused by the "roof rights protection incident" to reflect on all walks of life reached 100.9, ranking first.

Event review: On April 19,2021, on the media day of the 19th Shanghai International Auto Show, a woman wearing a white T-shirt with "brake failure" stood on the roof of a Tesla show car and shouted "Tesla brake failure". The scene was chaotic and the woman was finally lifted away from the scene. That night, Tesla issued a public apology for failing to solve the owner's problem in time. Tesla wrote in the article that it respects and firmly obeys the decisions of relevant government departments, respects consumers, abides by laws and regulations, and firmly and actively cooperates with all investigations by relevant government departments. Tesla has set up a special processing team to do its best to meet the owner's demands and strive to satisfy the owner.

With the development of the situation, relevant departments such as the General Administration of Market Supervision, the Central Commission for Discipline Inspection and the China Consumers Association have voiced their voices in response to this incident. At that time, the official website of the Central Commission for Discipline Inspection released a comment Tesla late night apology: Tesla finally had some sincere and modest appearance compared with several previous statements. The Chinese market welcomes enterprises to invest and develop, but all enterprises are treated equally: they must abide by Chinese laws and regulations, market rules and respect consumer rights and interests. In addition, Xinhua Agency, CCTV and other official media also published relevant comments. CCTV news officials said Tesla finally apologized, but if it weren't for public opinion pressure, how long would Tesla apologize? The truth remains to be investigated, but Tesla is not the first time it has been on the cusp of rights issues. If "making things big" is the solution, neither consumers nor manufacturers can win. Tesla really should not "bar" activists, but the quality of their own cars, both sides should not compromise should also be the quality of the vehicle.

Tesla has responded by offering full cooperation by providing raw vehicle data half an hour before the incident to third-party accreditation agencies or government-designated technical regulators or consumers themselves. However, in the view of female rights owners, Tesla provided incomplete data, lack of key items, resulting in the accident identification can not proceed smoothly, until now the incident has not made breakthrough progress. Of course, in the past month, female rights owners have also responded to data and identification questions, while Tesla has been silent about responding to few data queries from rights owners.

According to the China Consumer Association, the phenomenon of auto show rights protection mainly reflects three aspects of problems: one is that consumers still have pain points, difficulties and blocking points in the field of automobile rights protection, especially in the field of intelligent network-connected automobile; the second is that in the face of consumer rights protection, automobile enterprises should timely give consumers reasonable explanations and respond to public opinion concerns, while improper response disposal will often further aggravate the contradiction between enterprises and consumers; Third, the auto show rights protection events repeatedly affect the public opinion image of the automobile industry, which is not conducive to the high-quality development of the automobile industry. For this, on the one hand, automobile enterprises should strictly control safety, guarantee vehicle use safety and consumer rights and interests, at the same time, they should do a good job in after-sales service, understand consumer rights protection demands, and provide effective solutions. On the other hand, relevant departments and consumer associations at all levels should further smooth consumer complaint channels and guide consumers to safeguard their rights and interests through reasonable legal means and legal channels.

The full-scale outbreak of new energy vehicles is the biggest highlight of the automobile industry in 2021. However, behind the explosive growth, there are still many problems in terms of energy supplement of new energy vehicles, information security of intelligent electric vehicles, data compliance and safety of auxiliary driving functions.

Tesla's performance during the year reflects this situation. Data show that Tesla sold 320743 vehicles in China in 2021, up 133.3% year-on-year. Among them, Model 3 sold 150890 vehicles in the whole year, up 9.8% year-on-year;Model Y sold 169853 vehicles in the whole year, making it Tesla's most sold model in China. In addition, Tesla's share price rose sharply during the year, from $729 on January 4,2021 to $1056 on December 31,2021, with a total market capitalisation of $1 trillion for the first time, becoming another trillion-dollar company after Microsoft, Apple, Amazon and Google.

At the same time of rapid sales growth, Tesla brand recalls during the year also innovated. According to the announcement of the State Administration of Market Supervision, Tesla recalled 543811 electric vehicles for 6 times in China in 2021, far exceeding the recall level in 2020. It is worth mentioning that, on February 8,2021, the State Administration of Market Supervision and Administration, together with the Central Network Information Office, the Ministry of Industry and Information Technology, the Ministry of Transport and the Fire Rescue Bureau of the Emergency Management Department, jointly interviewed Tesla Automobile (Beijing) Co., Ltd. and Tesla (Shanghai) Co., Ltd. on abnormal acceleration, battery fire, vehicle remote upgrade (OTA) and other issues reported by consumers.

Admittedly, Tesla China has become Tesla in the world in an important market. In this context, Tesla must win back more consumer trust in China, which is not only product recognition, but also the image and social impact of a new energy vehicle head company. In addition, the purpose of public relations voice is to solve the trust crisis between enterprises and users, rather than simply express their superior posture. Whether it is Tesla or other brands, enterprises and users are always integrated. The way for enterprises to assume social responsibility is to provide excellent products and good services, so as to better lead the brand development.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat