AutoBeta(AutoBeta.net)05/18 Report--

On May 18, Porsche China released "Porsche's solution to the problem of steering column electric regulation function": Porsche will fulfill its promise to restore the steering column electric regulation function to customers who have previously promised to restore the steering column electric regulation function. Free of charge to provide related functions to restore services. It is initially expected that the service will be launched in batches from the third quarter of 2022. For customers who do not restore the relevant functions in the end, a compensation scheme with a uniform amount will be provided. In addition, Porsche will offer an one-year extended warranty for all affected customers to apologize.

In response to Porsche China's "Porsche solution to the problem of steering column electric regulation", car owners have not yet expressed whether they approve the plan. Some netizens said, "if we had known today, why would we have done so much harm to the brand?" and "if there were no actions of Porsche owners and auto media people, if there were no pressure of public opinion, there would be no follow-up."...

As a German luxury brand, why does Porsche annoy Chinese car owners? According to the China Consumer Daily (sponsored by the State Administration of Market Supervision and Administration and sponsored by the China Consumer Association), in the context of the continuing shortage of chips, in order to avoid slow delivery, many car companies have proposed solutions for the delivery of semi-finished products, that is, consumers pick up the car first, followed by car companies to refill the corresponding accessories, and Porsche also adopts this method. According to consumer feedback, some car owners in the purchase of the standard electric steering column, due to a shortage of chips temporarily replaced with manual steering column, Porsche promised to be reinstalled free of charge. However, after months of long waiting, consumers were told by Porsche that the electric steering column would no longer be replaced, but would compensate 2300 yuan in vouchers and could only be spent at Porsche 4S stores. The compensation program caused consumer dissatisfaction and complained about the protection of rights one after another.

On the evening of April 27th, the Porsche Taycan Cross Turismo model was officially launched in China, but during the live broadcast of @ Porsche's official Weibo "the New Porsche Taycan Cross Turismo China launch", a large number of online rights activists appeared, which at one point triggered a screen scan, and the Porsche new car launch lasted only half an hour. Currently, @ Porsche's official Weibo stop until May 11, with Weibo saying "# porschemoments# doesn't lose a classic", but the comments below Weibo basically complain about Porsche's "downsizing" of electric steering columns.

Porsche was accused of arrogance in a belated letter of apology. On April 30, Porsche China issued a letter of apology explaining the "downsizing" incident. Officials say that in 2022, the global shortage of semiconductor capacity is still very serious. After many efforts, Porsche headquarters is still unable to predict the arrival time of the chips related to the electric regulation function. This means that the previous recovery and replacement plan will put customers in constant uncertainty and indefinite waiting. As a result, at the end of the first quarter of this year, Porsche headquarters was forced to cancel the replacement plan for the electrically adjustable steering column. In response to a thousand-word apology letter, Porsche blamed the global chip shortage for the problem, but Porsche avoided the demands of car owners one by one, a solution that once again angered car owners, as the incident continued. More and more car owners join the ranks of human rights protection.

On May 11, including "Monkey Brother talking about the car", "Bajie talking about the car", "Yan Chuang talking about the car" and other car owners and activist car owners spoke out together, demanding that Porsche officials publicly apologize and give consumers reasonable compensation needs. On May 12, there was a slight change in the controversial attitude of Porsche: "at present, a task force composed of Porsche headquarters and Porsche China has also conducted in-depth discussions with relevant suppliers. And the future supply and production of spare parts are re-combed and analyzed. Through our efforts, we have made some progress in the possibility of restoring this function. "

For this incident, the people's Daily commented online: "it is the basic obligation of operators to use an apology to declare that there is a lack of sincerity in solving the problem that the goods are not right to the board, and to provide true information on goods and services." According to the Law on the Protection of consumers' Rights and interests, consumers have the right to know the truth about the goods they buy or use or the services they receive. However, many unwitting consumers said that they did not know that the agreement had been unilaterally changed when they picked up the car, which seriously violated the consumers' right to know. Since Porsche is recruiting passengers under the banner of upgrading the "electric steering column" for car owners free of charge, it should keep its promise and not cancel it easily. This is not only a lack of integrity, but also suspected of false propaganda. In the face of a growing number of consumer complaints, Porsche only said in an apology that it would compensate for a thousand yuan voucher for next use. This is a fool at all, with no sense of shame at all. It is hoped that Porsche will come up with a decent and acceptable remedy as soon as possible. Companies that do not respect consumers will eventually pay for their arrogance.

What should belong to consumers accepted Porsche's temporary "downsizing" behavior based on trust, but in the end it became blatant "downsizing", breaking promises to consumers, and turning a blind eye to consumers' reasonable demands. it also reflects the brand's arrogance to the Chinese market. Judging from this incident, it is inevitable for Porsche to compromise with Chinese car owners. After all, the Chinese market is Porsche's first market in the world, and the loss of Chinese consumers due to the reduction of electric steering column obviously outweighs the loss. This has also sounded the alarm for other car brands. No matter how strong the brand is, it needs to be built on consumers, and it will pay a heavy price regardless of consumer trust.

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