It was just an ordinary car owner’s rights protection incident, but Tesla abruptly turned it into a “public incident” condemned by the whole people. At present, the rights protection event of the female Tesla owner at the Shanghai Auto Show is still being fermented. In just three days, Tesla’s attitude changed rapidly, from the uncompromising on April 19, to the late night apology on April 20, and the willingness to provide the vehicle involved half an hour before the incident on April 21. The original data. Although Tesla has changed his arrogance in the past and apologized, public opinion generally believes that this is a last resort for him to withstand pressure from all parties and lacks sincerity. On the morning of April 22, Tesla submitted the original vehicle data for half an hour before the incident. The Zhengzhou Municipal Market Supervision Administration stated that it had already sent the relevant data to the owner by express at 5:30 pm. Car owners’ rights protection incidents continue to ferment Because the driving Tesla vehicle had a car accident, Ms. Che advocated that Tesla’s brakes failed and asked Tesla to provide the original data half an hour before the accident. Tesla disagreed and said that it would be tested by a third-party agency. , But because of doubts about third-party organizations, Ms. Zhang did not agree. Ms. Zhang said that Tesla not only does not admit that the vehicle has quality problems, but also ignores her. With no results in defending rights, Ms. Zhang chose to climb the Tesla car on the first day of the Shanghai Auto Show. On the morning of April 19th, on the first day of the Shanghai Auto Show, Ms. Zhang stood on the roof of the Tesla show car and kept chanting “Tesla brake failed” before being controlled and lifted away from the scene. On the afternoon of April 19th, Tao Lin, the global vice president of Tesla, responded to the auto show rights protection incident, saying: “The recent negatives are all contributed by her”; “We can’t compromise, it’s a process that is necessary for the development of a new product.” ; “Our own research shows that 90% of customers are willing to choose Tesla again.” Tao Lin’s remarks instantly detonated public opinion, and Tesla’s arrogance and strength, which had always been extremely objectionable before, made the trend of condemnation uncontrollable. But at this time, Tesla did not realize the seriousness of the matter and still maintained its consistent strength. Issued late at night on the 19th, Tesla’s official statement stated that if it is a problem with Tesla’s products, it must be resolutely responsible and will not compromise on unreasonable demands. In the morning of April 20, the “Police and Civil Express Shanghai Express” announced that the female human rights defender was sentenced to administrative detention for five days for disrupting public order. At this time, public opinion continued to ferment, and the media and ordinary people, including the Central Political and Legal Committee, expressed their doubts about Tesla. Xinhua News Agency issued an article to question: The executive’s arrogant response is puzzling. Who gave Tesla the confidence to be “uncompromising”? At 23:25 on the night of April 20, Tesla apologized to the three car owners involved on its official Weibo, and stated that it had set up a special handling team to try its best to satisfy the car owners’ demands while complying with laws and regulations. On the afternoon of April 21, the Zhengdong New District Market Supervision Administration of Zhengzhou City, Henan Province ordered Tesla Motors Sales Service (Zhengzhou) Co., Ltd. to unconditionally provide Ms. Zhang with complete driving data half an hour before the accident. After that, the China Consumers Association issued a document stating that companies are obliged to produce evidence to prove product safety, take measures to improve the quality of products and services, and show sincerity to resolve consumer demands involved. It is hoped that the companies involved will actively cooperate with the investigation, proactively provide data and information, properly handle consumer disputes, and effectively protect the legitimate rights and interests of consumers. At 10 pm on April 21, the General Administration of Market Supervision stated that it had instructed the market supervision and management departments of Henan Province, Shanghai and other places to protect the legitimate rights and interests of consumers in accordance with the law. At the same time, it is emphasized that enterprises must earnestly fulfill their main responsibility for quality and safety, and provide consumers with high-quality and safe products and services. At 23:52 on April 21, Tesla claimed that it had actively contacted Zhengzhou City Market Supervision Administration and reported the relevant situation, and was willing to cooperate fully to provide the original vehicle data half an hour before the incident. On the morning of April 22, Tesla submitted the original vehicle data half an hour before the incident. Although Tesla has submitted the original data of the vehicle involved before the incident to the owner and expressed its willingness to cooperate with the regulatory authorities to carry out in-depth investigations, the matter is far from over. Increased competition pressure in China Whether a vehicle accident is caused by a brake failure or an operating error can be found out through vehicle inspections and disclosure of driving data, but Tesla’s previous non-cooperation is indeed puzzling. Since Tesla entered the Chinese market, it once relied on its price and technology advantages to attract a large number of consumers. At the same time, with the completion of the Shanghai Super Factory last year, Tesla’s production capacity has gradually expanded, and product prices have begun to gradually decline. The domestic Model 3 has experienced 5 price cuts so far, and the starting price has dropped from the initial 355,800 yuan to the current 249,900 yuan. Accompanied by the increase in output, the continuous decline in prices and the substantial increase in sales, there are endless product quality problems. Since the delivery of the domestic Model 3, there have been too many tragic traffic accidents caused by the “abnormal acceleration” or “brake failure” of vehicles across the country. Some Tesla owners have still not recovered. At the same time, various quality issues such as Tesla’s “out of control”, “brake failure”, “black screen”, “abnormal noise”, “assisted driving automatically turn on” and other quality issues have long been “dominant” on Weibo. For various accidents in vehicles, Tesla’s official explanations are mostly “caused by driver misoperation”, “female brakes are weak”, “roads are too slippery”, etc., and even use the phrase “state grid current is too large”. Justify its quality problems. Its founder Musk believes that the occurrence of quality problems is a helpless situation when production capacity is rapidly increasing. Obviously, Tesla did not pay attention to the Chinese market and consumers, while “making Chinese money” while “hit the lives of Chinese people.” Indeed, as the world’s largest new energy vehicle market, China is also an important source of profit for Tesla. In 2020, Tesla’s vehicle deliveries in China accounted for nearly one-third of its global total. According to the latest data from the Travel Federation, in March 2021, Tesla sold 35,478 vehicles, second only to 41,491 vehicles of SAIC-GM-Wuling. Among them, Tesla Model 3 sales were 25,327, a year-on-year increase of 119.4% and a month-on-month increase of 85.0%. In terms of current sales, although Tesla has always been at the forefront of sales of electric vehicles, with the overall progress of domestic electric vehicles, under the encirclement and suppression of new forces such as Weilai, Xiaopeng and Ideal, Apple, Under the pressure of Internet giants such as Baidu, Xiaomi, and Huawei, the advantages of Tesla will become weaker and weaker. Obvious changes can be seen from the Shanghai Auto Show. New energy vehicles accounted for more than one-third of the entire exhibition hall. Geely’s heavy electric models such as Geely 001, Ford Mustang Mach-E, BAIC Polar Fox Alpha S, Xiaopeng P7, BMW iX, Mercedes-Benz EQS, etc. have all unveiled. Independent brands, joint venture brands, luxury brands, and new automakers are all accelerating the development of new energy. It can be seen that in China, the world’s largest new energy vehicle market, competition will become more intense. “A company like Tesla, which is arrogant and lacks a minimum respect for the Chinese market and Chinese consumers, will gradually be marginalized as its final outcome.” Many industry insiders expressed their unanimous views on Tesla. Just as Xinhua News Agency commented on Tesla’s apology statement: A letter of apology in the middle of the night is just for crisis public relations, and such an apology lacks basic sincerity. The roots of a conscientious enterprise should flow with the blood of “respecting consumers and respecting the market”. Large companies should have the responsibility of large companies, and no company can do whatever it wants. On these issues, Tesla should reflect on the fundamentals. After experiencing this “storm”, it is time for Tesla to think carefully about the future development of the Chinese market. Editor: Zhai Yanan Editor: Wang Dayong
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