In just a few years, it is impossible to achieve great success in the technology of new energy vehicles. Even if electric vehicles surpass fuel vehicles at the same price/level in terms of power reserves and acceleration capabilities, it is still unclear how high they can develop in the future. Reference is missing. However, in my opinion, as a means of transportation, the services that car companies can provide exceed the product itself to a certain extent.
What is worthy of recognition is that compared with a few years ago, independent car companies have made significant progress in various services, mainly in after-sales service, vehicle warranty attitude, etc. Avita has recently proposed a gratitude waiting plan. For car owners who order Avita 12 from November 10, 2023 to March 31, 2024, a service commitment of 200 yuan in compensation for one day of delayed delivery, with a maximum compensation of 15,000 yuan is given.
When the vehicle delivery is delayed, that is, starting from the next day after the pre-delivery time displayed on the Avita APP, and ending on the day when the car owner receives the "Invitation Letter to Pick Up the Car," compensation will be based on the number of days during this period. It should be noted here that the car owner needs to complete the pick-up of the car within 30 days after receiving the "Car Pick-up Invitation Letter". If the car is picked up after more than 30 days, the compensation will be cancelled; in addition, car owners who choose high-performance air suspension cannot enjoy this service.
Failure to deliver vehicles on time according to order contracts is actually common in the industry. When I worked for BMW and Volkswagen, some popular models such as BMW X5, Volkswagen Tiguan L and other models were even delayed for several months before delivery. Although There is no direct economic loss to car owners, but extending the time to pick up the car is still very frustrating from the user's psychological point of view, and will also have a direct impact on the car company's user reputation.
Avita 12’s delayed delivery compensation can appease users’ dissatisfaction to a certain extent and reduce potential users’ purchase concerns. It can even make some onlookers feel lucky and obtain disguised car purchase discounts through delayed delivery compensation. It can be said that it is a win-win marketing strategy for car companies and users. It may have some tricks, but it also provides an additional service guarantee for car owners, which is also a good thing in itself.
In fact, this is not Avita’s first initiative. In the near future, Wenjie M7 has also launched a car care plan. When ordering Wenjie New M7 Plus/Max rear-wheel drive version, the waiting period is more than 8 weeks; when purchasing Wenjie New M7 Max four-wheel drive, if the waiting period exceeds 10 weeks, the compensation will be 200 yuan for each day exceeded, with a cap of 10,000 yuan. This actually gives consumers a psychological hint: we sell a lot of cars, even exceeding our actual production capacity.
Having been engaged in the automobile industry for many years, I am well aware of a reality: among the models with the same price/level, there are not many models that are truly attractive, and those that are far ahead are even rarer. In the era of fuel vehicles ten years ago, the main products were It is differentiated competition, providing corresponding models to users with different needs. At present, the similarities between models of various brands, especially new energy vehicles, are getting higher and higher. In the end, the fight will still come down to brand influence and service capabilities. For a brand-new brand like Avita, , even if it is backed by a large manufacturer, it still has to do its homework on service.
* Statement: The above content and opinions represent only the author's and have nothing to do with the online car market. If there are any source errors or infringement of your legitimate rights and interests, please contact us via email. Email address: marong@cheshi.com
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