AutoBeta(AutoBeta.net)04/22 Report--

On April 22nd, Li Bin, chairman and CEO of Xilai Automobile, issued a post in several channels criticizing the public remarks made by the car critic "38 American performance Control", rejecting his personal attacks on Xilai users and demanding that he immediately apologize.

The incident originated on the 21st, when "the 38th" said some controversial words in an article comment, causing a thousand waves with one stone, causing some netizens and car owners to denounce. The voice of public opinion grew louder and louder, and then "the 38th" deleted the comment and said, "if my example is not good enough to hurt some ES8 owners, then I am sorry, my intention is not to target you, and I do not want to have a negative impact on your emotions."

Although the "38th" has already deleted the remarks and apologized, the incident did not stop there.

On Weibo, Li Bin lambasted: "@ 38 American performance Control. Over the past six months or so, you have been criticizing NIO and myself, which has made many people misunderstand us. We have never fought back publicly, but this time, I absolutely cannot accept your collective personal attack on our users. NIO owners are willing to break the rules, actively use Chinese brand high-performance intelligent electric vehicles, and personally support the green national strategy. You do not know NIO owners and even lack respect for them. Please apologize immediately for your improper words and deeds! "

The "38th" forwarded Li Bin's Weibo message, claiming that he never meant any malice to the NIO users and apologized again for the result.

Less than a year ago, Lulai ES8 was officially delivered to Chinese users, which is one of the most representative models of the new power of car building. Perhaps the majority of netizens know that in the follow-up process, various problems in ES8, as well as various public remarks made by CEO Li Bin himself, led to NIO falling into a storm of public opinion for a long time.

After an in-depth evaluation of the industry's well-known car commentator "38 American performance Control", the ES8 was once again surrounded by negative voices. "38" released an 80-minute evaluation video and an article of 16000 words. This is what he always said of the ES8 at that time-- "by far I have driven the car with the highest failure rate, the highest frequency of failure and the most variety of faults," and "the ES8 is a semi-finished car rarely seen in the industry. So far, I have never seen a car that dares to go on sale at this degree of completion.

The "38" has also publicly explained some of the problems existing in NIO many times. In Li Bin's view, the 38th has been criticizing NIO and himself, leading to many people's misunderstanding of NIO.

Over the past year, users have constantly complained about various malfunctions and unexpected conditions in ES8, including shrinking range, crashing of the system, unable to drive, etc., as well as controversy caused by various public remarks made by Li Bin, repeated media reports, and so on, making Ulai a new car company with its own hot topics.

This time, Li Bin publicly attacked the "38". One is to maintain the mood of NIO owners and the reputation of NIO brand, and the other is to use it to control public opinion and hope that the outside world will understand NIO.

At the same time, the director of public relations in NIO has resigned and has been transferred.

Li Bin also gave a detailed explanation at app.

"explanation on the No. 38 personal attack on the owner of the NIO car."

Yesterday, Weibo self-media "38 American performance Control" carried out a personal attack on our car owners in Weibo comments, which seriously hurt the feelings of all Weibo owners, including me. I have posted a post on Weibo demanding an apology and will decide whether to take necessary legal action on the basis of follow-up progress.

In the past year, because we are full of prejudices about intelligent electric vehicles, we do not know enough about the innovation and services of NIO, and because the products and services of NIO still need to be improved and improved, some media have a lot of false reports and negative interpretations of NIO. This information has done a lot of harm to Fulai, which is still struggling to start a business, and what makes me even more upset is that it has also put unnecessary pressure on our users.

As a start-up that sets high standards for itself, it is our team's responsibility to face these questions and criticisms and even smear them. The world does not lack an understanding, but the owners of NIO should be given the respect they deserve. The owners of NIO are willing to break the rules, are full of curiosity and enthusiasm for innovation, actively support Chinese smart electric vehicle start-ups, and put into practice the national strategy of green environmental protection.

It is the most important task of our public relations and communication department to tell the outside world the real NIO and the real owner of the NIO car. The money from NIO is mainly spent on research and development and serving users, but there is not much energy and budget in media and advertising investment, and the public relations work has not been done well. In yesterday's incident, Sun Fangyuan, director of public relations at Xilai, made a Weibo response out of the need not to escalate the confrontation with the media. The starting point is good, but the content and position have caused the dissatisfaction of many riders. Sun Fangyuan also blamed himself and offered to resign last night. After comprehensive consideration, the company has decided to transfer him from his present post. In the next step, we will also strengthen the public relations team and adopt positive public relations strategies to create a good environment for public opinion.

When I went to a car party a few days ago, some car friends asked me how I needed your help. I said I hope you can take it easy to treat the criticism and questioning of NIO. In the age of social media, where paranoia and abuse can attract more attention, calmness, rationality and positive energy are also a choice. We have more important things to do, and more meaningful people worth our time.

Thank you again, your support and trust has been the driving force for us to move forward!

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