On February 14, the topic of "a Shanghai Weilai test drive car rushed into the sidewalk" was rushed into the hot search on Weibo. According to reports, a traffic accident occurred near Ganghui Plaza in Xuhui District, Shanghai. A woman rushed onto the sidewalk and hit a mother and child while test-driving Weilai, resulting in one death and one injury. The mother was killed and the son was seriously injured.
According to eyewitnesses at the scene, the accident happened at around 20:00 p.m. near the intersection of Hongqiao Road and Gongcheng Road. Ganghui Hang Lung Plaza Store". The map shows that the location of the incident is only 100 meters away from the Weilai Space Ganghui Hang Lung Plaza store. During the passenger's test drive, the vehicle suddenly accelerated and rushed towards the sidewalk, causing a tragedy. Many citizens were onlookers at the time of the incident. At present, the driver who caused 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 a test drive that caused one death and one injury to a mother and child" once again rushed into the hot search on Weibo. According to Jimu News, the NIO staff said: “The accident did happen. At that time, the female customer was accompanied by the company’s staff during the test drive. It may be because the place where the incident happened is densely populated. The customer was flustered and accidentally turned on the accelerator When the brakes are applied, tragedy occurs. The staff member said, "We don't want such a thing to happen either. The female customer signed a test drive agreement before the test drive. She must be responsible for this matter. If we need to bear the compensation, we will actively cooperate with the relevant departments. "However, the staff member did not disclose the specific model of the accident vehicle, but also said that there is no problem with the vehicle itself, and the female customer's driver's license has been full for one year, "maybe insufficient driving experience."
At the same time, a person close to Weilai said that it has been more than ten days since the accident happened, and the relevant details need to wait for the police to report the accident before the company can provide further explanation.
's response to Weilai's staff has aroused doubts from many netizens. On the one hand, the NIO staff's response was too general, "It may be because the place where the incident happened is densely populated, the customer mistakenly used the gas pedal as the brake in a moment of panic", "maybe lack of driving experience" and suspected of shifting responsibility for the accident to the customer, At the same time, the eagerness to emphasize that "there is no problem in itself" makes people even more suspicious. On the other hand, some netizens questioned, why should we emphasize "female customers"? Why choose to arrange a test drive downtown? Do you ask customers about their driving experience before the test drive? Familiarity with the functions of the vehicle, etc.
According to the Weilai app, Weilai requires test drivers to provide a legal driver’s license, which needs to be obtained for more than one year; wearing high heels, hole shoes, platform shoes, and slippers cannot participate in the test drive; users who participate in the test ride need to show their identity Proof and take photos for file. At the same time, the test drive/test ride must be accompanied by a NIO test drive specialist throughout the whole process.
Regarding the division of responsibility for test drive accidents, some lawyers said that under normal circumstances, the driver, as the actual controller of the vehicle, is the first person responsible for the accident. The driver is not liable only if there is a fault in the vehicle and that fault was the proximate cause of the crash. As for the owner (merchant) of the vehicle, if they have faults such as handing over the vehicle to someone who is not qualified to drive or has been drinking, the merchant will also be liable for the accident, otherwise the merchant will not be liable. The lawyer also said that if the merchant bought insurance for the test drive vehicle, the insurance company should settle the claim in accordance with the terms after an accident occurs. As for the test drive agreement signed by the customer and the merchant before the test drive, it is difficult to evaluate because the content is unknown, but in general, this agreement will tend to protect the rights and interests of the merchant.
In addition to the Weilai test drive accident, Weilai's Valentine's Day marketing promotion also "overturned the car". The cause of the incident was that an employee of COFCO Joy City Weilai Space in Chengdu said in the circle of friends, "The first bouquet of flowers that most men receive is in front of their own graves. Come to Weilai Space today to get your own flowers." . The first half of
is a popular joke on the Internet, but Weilai employees promoted it as a marketing plan, and most netizens expressed disgust. Later, Weilai staff explained that this was a circle of friends posted by Mr. Lu personally, not a unified copy of Weilai. At present, the store specialist has deleted the article and apologized. Mr. Lu also issued a message saying that all users and friends are very sorry, because of my inappropriate remarks on Valentine's Day, which brought bad influence to everyone, I sincerely apologize, and please forgive me.
Regarding this, People’s Daily Online commented: Such a “ghost” in marketing makes it difficult for Weilai to have a future. People.cn stated that there is nothing wrong with the marketing, but such marketing is obviously going astray. First, it is against the norm and makes people feel psychologically uncomfortable; As netizens said, it is really a marketing "ghost".
An accident may not necessarily ruin the company, but in the face of such an approach, if the loss is not stopped quickly, the company will have no future. This incident has sounded the alarm for Weilai, and it has also brought warnings to other companies. Marketing is no small matter, so don't ignore the pros and cons. Smart marketing must have correct values. If you lack basic right and wrong, just thinking about making a big splash, patronizing sensationalism, and only thinking about how to bring high traffic, then you will be backlashed until you can't end it. The
financial report shows that in the first three quarters of 2022, Weilai has accumulated a loss of 8.712 billion yuan, of which the loss in the third quarter is 4.11 billion yuan, an increase of 392.1% compared with the same period in 2021, and the loss hit a new high. As of September 30, 2022, the company's cash and cash equivalents, restricted cash, short-term investments and long-term time deposits are 51.4 billion yuan. According to outside calculations, in the third quarter of 2022, Weilai will lose nearly 110,000 yuan when selling a car.
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