Through the floor-to-ceiling glass of the office of Car Club, the Pazhou International Convention and Exhibition Center and Guangzhou's CBD, Zhujiang New City, are coming into view from near to far. 2 days later, the grand finale of China's automobile market, the Guangzhou Auto Show, one of the three major A-grade automobile exhibitions in the country, is about to be opened in the pavilion in front of us.
What has the Chinese auto market experienced this year? The answer may not be the same for all of us. In the run-up to the show, Auto China is trying to launch a series of retrospectives in the form of "stems" to stimulate the industry and explore the mystery.
Today, we'll talk about SAIC-GM-Wuling, which has successfully used public opinion to bring itself to the top of the charts and then been beaten back to the ground by the central media.
Much louder than other car companies slogan:
"People need what the Wuling what to build"
In any case, although the Wuling in the early part of this year's epidemic with the topic of "Wuling masks" to achieve a successful marketing, successfully created the concept of "people's Wuling", but on February 14th to the Liuzhou Municipal Government to deliver (donate) 1 million masks of the move is always a "positive energy" move. In that most stressful time, each mask is very valuable, not to mention that these 1 million masks and Wuling's capacity to organize in a short time represents Liuzhou City in the arrangement of the overall epidemic prevention work can not be as passive as the other cities and municipalities in short supply of epidemic prevention materials.
When the whole country was scrambling to fight the epidemic at the beginning of the year and could not buy supplies even if they had the money, SAIC-GM-Wuling joined hands with its suppliers to actively produce masks by altering production lines, not for money or profit but just to make a name for itself, which is really not a problem, and still deserves praise, even after the past nine months.
But we should likewise see that at the beginning of the year when the epidemic was at its most intense, the car companies that invested in the production of masks were actually more than just Wuling.
Also in February, Guangzhou Automobile Group's mask production line also went into production. The production of masks is undertaken by Guangzhou Automobile Group Components Co., Ltd. and five production lines are opened at the same time, with a daily capacity of 250,000 units. GAC's own masks are coordinated by the Guangzhou Municipal Government, giving priority to supporting the use of frontline personnel in the prevention and control of epidemics and public **** services such as medical care, public transportation, cabs and subways. In addition, Guangzhou Automobile Group donated 1 million masks to the Guangzhou Charity Association, the masks are mainly used for medical personnel, families of Guangzhou aid medical team members, grass-roots community cadres, public security police, epidemic prevention volunteers, as well as the city's poor widows and orphans.
In addition to its own production, in earlier mid-January, GAC also donated about 600,000 masks raised through the coordination of global resources and logistics system to the medical frontline by mobilizing the power of foreign partners such as Honda, Toyota, Hino and overseas dealers in more than 10 countries such as Myanmar, Kuwait, Saudi Arabia and so on.
It can be said that in the "mask" keyword, Guangzhou Automobile and Wuling have made a considerable contribution, as long as it is a contribution should be praised, do not have to say that the contribution of Guangzhou Automobile is greater than the Wuling, or equal, or not comparable, these are not necessary. As for Guangzhou Automobile's mask production is undertaken by its own parts and components companies, Wuling's mask production is to coordinate the supplier to rebuild the production line, whose contribution is greater is also not so worthy of detailed examination of the issue. Whether you donate masks to the city of Liuzhou or Guangzhou, it's always a good idea.
But even after nine months, we can still see such a phenomenon on the Internet - "the people's Wuling" has become a public opinion hotspot, but not "the people's Guangzhou Automobile! "The same large-scale production of donated masks of Guangzhou Automobile, can not be said to be ancient wells, but sporadic reports and the popularized "what the people need, Wuling will produce what" is indeed a world of difference.
And in the Wuling and Guangzhou Automobile outside, BYD is also early into the production of masks in the automotive industry enterprises, not only in February to 5 million daily output impact, and at the same time put into production N95 standard masks. In addition, Beiqi Foton, Jiangling Ford and other automobile enterprises canceled the Spring Festival holiday even earlier, working overtime to urgently produce negative pressure ambulances.
There is no "people's Guangzhou Automobile (state-owned enterprise)", no "people's BYD (private enterprise)", no "people's BAIC-Foton" and "People's Jiangling Ford (joint venture)", only "people's Wuling". Wuling this wave of fame can not say that the operation is not right, and really should not be accused, but we also need to see, Guangzhou Automobile, BYD, BAIC Foton, Jiangling Ford and so on car companies, although there is no top of the "people's XX", their contribution has not been the least bit than the "people's Wuling "Less than half a point.
"People's Wuling" realized:
People's walker and people's big four-seater
In the "people's Wuling" slogan bombarded the network half a year later, Wuling finally still put the "Word of mouth" or reputation, realized. First, in July launched a price of 28,800-38,800 yuan, "people's mobility scooter" as a publicity tag for the bombardment of pure electric cars -? Hongguang MINI, followed on November 1 by the launch of the "people's big four-seater" MPV, Wuling Kaijie, which entered the market at a price of 85,800-116,800 yuan.
Choosing to cash in on fame is a common business practice, and it's a daily routine for men and women in the entertainment industry. However, when "the people's Wuling", "the people's mobility scooter", "the people's big four-seater" this kind of label by SAIC-GM Wuling with various channels for repeated marketing bombardment, more or less people will be a little tired, and even a little tired. The company's marketing campaigns have been repeated through a variety of channels, which has made people more or less fatigued, and even rebellious.
After all, Guangzhou Automobile, BYD and BAIC Foton and Jiangling Ford, which also supplied a lot of anti-epidemic materials, including masks, and worked overtime to rush the production of negative-pressure ambulances, didn't bring up the issue again after the epidemic stabilized in the country.
It's a thing of the past, there's no reputation to be marketed, and there's no "People's XX" to be hyped up, and none of GAC's new cars coming to market in 2020 will carry the name "People's XX" or anything like that, after After the start of the large-scale resumption of production in the country, whether it is "masks" or "donations", are the past tense, there is no need to mention it again.
Of course, the operation to cash in on the fame is not so noble, but it can't be criticized too much, and there's really no need to be too harsh on a car company that made a contribution at the beginning of the year.
Each brand has a different style, and you can't force every car company to "do favors without repaying them" - for the people, since Wuling has launched two models that seem to have a pretty good price-performance ratio, there's no harm in holding out for them. Of course, this kind of favoritism to SAIC-GM Wuling, in this year's late "315 evening party", began to change.
CCTV "315 Evening Party" named:
Baojun 560 "god car" let people bother
Don't ask why Baojun things to be counted on the body of Wuling, "God car! "Wuling Hongguang and Baojun 730 and this time by CCTV "315 evening party" named Baojun 560, and a new generation of "god car" Wuling Kaijie, Hongguang MINI, but in the same official web page hanging.
According to CCTV's "315 Evening Party" disclosure, the Baojun 560, the Baojun SUV that was once jokingly called a "god car" by its owners, has time and again put some owners in a quandary over the past few years because of gearbox failures.
"315 evening party" is summarized in a very rhyming way:
The vehicle frequently stalls, and repeated replacement of the transmission failure remains;
The recall program is ineffective, the maintenance is only to eliminate the malfunctioning light;
The transmission failure problem has not been solved, and the vehicle out of the warranty will have to be repaired at their own expense;
It is not necessary to return the vehicle to the market. >
Want to return the car depreciation fees are not a penny less. Guangdong Zhongshan owner Mr. Yang, Mr. Shi, the owner of Harbin, Heilongjiang Province. Harbin, Heilongjiang owner Mr. Shi, Heilongjiang Heihe owner Mr. Liu, Heilongjiang Heihe owner Mr. Wang, Tianjin owner Mr. Jiang, Guangdong Dongguan owner Mr. Hu and others.
Baojun owners encountered much the same situation, are in the absence of signs, the vehicle suddenly lost power.
Harbin, Heilongjiang owner Mr. Shi said: Before the failure, there is no sign, in the middle of the car suddenly lost power.
Heilongjiang Heihe owner Mr. Liu said: hang on to the gear a gas not to go on the road, the side of the big car car whooshing through, this one really life-threatening, are afraid.
Heilongjiang Heihe car owner Mr. Wang said: after the red light suddenly dry step on the oil does not go, then very dangerous.
After the "315 evening party" exposure, SAIC-GM-Wuling issued a statement at the first time that it has set up a special working group for this matter, will investigate the matter, and opened the "Baojun 560 DCT Exclusive Hotline" to carry out personalized communication. The Baojun 560?DCT exclusive hotline has been opened to provide dedicated communication. At the same time, the commitment "at any cost, responsible in the end". Offline Baojun 4S store's response is that the current manufacturer to the program is extended warranty, if you want to return the car according to the "three packages" law to go, you can also go to the store to replace the price of five or six million yuan in the price of the return car.
Additionally, some owners immediately dialed the manufacturer announced "Baojun 560 DCT exclusive hotline", but the feedback is that the manufacturer ultimately gave the program is no different from the previous program, is still the extended warranty program, and was also asked to sign a one-time waiver agreement, did not see any "responsible in the end! "The company's website has been updated with the latest information on the company's website.
I don't know CCTV "315 Evening Party" this stick smashed down, can play to SAIC General Motors Wuling (Baojun) enlightened effect.
Written in the end:
November 20, the 18th Guangzhou International Automobile Exhibition will be for this year's Chinese auto market for the finale, from the car club's floor-to-ceiling windows looking down, the Canton Fair Complex has begun to do for the Guangzhou Auto Show to set up the exhibition work, we do not know how many of the people coming and going for the SAIC-GM-Wuling exhibition, but according to the station organizing committee's message, the new Baojun will not be absent from the show, the new Baojun will not be absent from the show. The new Baojun will not be absent from this auto show. We hope that this car company, which has the "people's expectations" on its shoulders, will be able to stand up to the Chinese people who support it in the future.
Hopper
This article was written by the author of AutoNation, and does not represent the views of AutoNation.