AutoBeta(AutoBeta.net)02/15 Report--

On Valentine's Day, Wei Lai did not have a peaceful life.

The topic "Shanghai Yiwei came to test drive into the sidewalk" was trending on Weibo on Feb. 14. It is reported that a woman ran onto the sidewalk and hit a mother and son in a traffic accident near Ganghui Square in Xuhui District, Shanghai, resulting in one death and one injury, in which the mother was killed and her son seriously injured.

According to witnesses at the scene, the accident occurred at about 20:00 in the evening near the intersection of Hongqiao Road and Gongcheng Road. The vehicle involved in the accident did come for a test drive, which should belong to the "Henglong Plaza Store in Lilai Space". The map shows that the location of the incident is only 100 meters away from the Henglong Plaza Store in NIO Space. During the passenger test drive, the vehicle suddenly accelerated into the sidewalk, leading to the tragedy, which was watched by many members of the public at the time of the incident. At present, the driver of the accident has been controlled by the police, and the cause of the accident is still under further investigation.

On February 15, "NIO responded to the death and injury of mother and son caused by the test drive" once again rushed to Weibo hot search. According to the Polar News report, the staff of Xilai Automobile said that there was indeed an accident. At that time, the female customer was accompanied by the staff of the company during the test drive, probably because the incident was densely populated and the customer mistook the accelerator for the brake in a moment of panic, causing a tragedy. "We don't want this to happen either," the staff member said. The female customer signed a test driving agreement before the test drive, and she must be held responsible for this, and if we are required to bear the compensation, we will actively cooperate with the relevant part. " However, the staff did not disclose the specific model of the accident vehicle, but also said that there is no problem with the vehicle itself, the female customer's driver's license is also full of a year, "may not have driving experience."

For the response of the staff of NIO, many netizens questioned it. On the one hand, the response of the staff of Xilai is too general. "it may be because the population of the incident is so dense that the customer mistook the throttle for the brake in a moment of panic" and "may be inexperienced in driving" are suspected of shifting the responsibility for the accident to the customer. at the same time, it is even more suspicious to be eager to emphasize that "there is no problem in itself". On the other hand, some netizens questioned why "female customers" should be emphasized. Why did you choose to arrange a test drive in downtown? Do you ask the customer if he has relevant driving experience before test driving? Whether you are familiar with the function of the vehicle and so on.

According to APP, test drivers are required to provide a legal driver's license, which takes more than a year to obtain; users who wear high heels, hole shoes, thick-soled shoes and slippers are not allowed to participate in the test drive; users who take part in the test ride are required to show their identity and take photos. At the same time, the whole test drive / test ride must be accompanied by NIO Test driver.

As for the division of responsibility for the test driving accident, some lawyers said that under normal circumstances, the driver, as the actual operator of the vehicle, is the first person responsible for the accident. Only if there is a fault in the vehicle, and the fault is the direct cause of the accident, the driver will not be responsible. As for the owner (businessman) of the vehicle, if they are at fault in handing over the vehicle to a person who is not qualified to drive or drink alcohol, then the businessman will also be held responsible for the accident, otherwise the businessman will not be held responsible. The lawyer also said that if the merchant has taken out insurance for the test-drive vehicle, the insurance company should settle the claim in accordance with the terms and conditions after the accident. As for the test-drive agreement signed by the customer and the merchant before the test drive, it is difficult to evaluate because of the unknown content, but in general, this agreement will tend to protect the rights and interests of the merchant.

In addition to the NIO test drive accident, the Valentine's Day marketing campaign also "flipped the car." The incident started because an employee in Cofco Dayue City in Chengdu said on moments, "the first bouquet of flowers that most men receive is in front of their graves. Come to NIO Space to collect their own flowers today."

The first half of the sentence is a joke with high popularity on the Internet, but NIO employees publicize it as a marketing plan, and most netizens express disgust. Later, the NIO staff explained that this is Mr. Lu's personal moments, not a unified copywriter, and that the store commissioner has deleted the article and apologized. Mr. Lu also posted that all user friends are very sorry, because of my inappropriate remarks on Valentine's Day, I would like to sincerely apologize for the bad impact on you, and please forgive me.

In this regard, the people's Daily commented: the "ghost" talent of such marketing makes it difficult for NIO to have a future. According to the people's Daily, there is nothing wrong with marketing, but such marketing has obviously gone too far. On the one hand, it is counterintuitive and psychologically uncomfortable; on the other hand, it is not masculine enough and gives people bad luck. As netizens say, it is really a marketing "ghost" talent.

An accident may not be able to ruin the enterprise, but in the face of such a practice, if the loss is not stopped quickly, the enterprise will not have a future. This matter to NIO sounded the alarm, but also to other enterprises to warn, marketing is not trivial, do not ignore the interests. Smart marketing must have correct values, if there is a lack of basic right and wrong, just thinking about blockbuster, patronizing, thinking about how to bring high traffic, then it will be eaten back until it cannot come to an end.

According to the financial report, NIO lost 8.712 billion yuan in the first three quarters of 2022, of which 4.11 billion yuan was lost in the third quarter, an increase of 392.1 percent over the same period in 2021, and the loss reached a record high. As of September 30, 2022, the company's cash and cash equivalents, restricted cash, short-term investments and long-term term deposits were 51.4 billion yuan. Outsiders estimate that NIO lost nearly 110000 yuan selling a car in the third quarter of 2022.

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