First domestic truck "recall door" no adverse reaction

Will a defective car "recall" affect the brand image? How do commercial vehicle users view the "recall incident"?

With the recall of Auman, the first truck brand in China, this issue has gradually become clear.

Auman initiated the "recall order"

Since January 1, 2013, China has formally implemented the "Regulations on the Recall of Defective Automotive Products" (referred to as the "New Recall Regulations"), which has strengthened the recall management of defects in automotive products. Just three days before the official implementation of this regulation, Beiqi Foton launched the first "recall order" for domestic truck brands.

On December 28, 2012, the General Administration of Quality Supervision, Inspection and Quarantine announced that Beiqi Foton Motor Co., Ltd. decided to recall some of Auman's products from October 20, 2009 to July 30, 2010 starting from January 5, 2013. BJ4253SMFJB-S7 tractors, a total of 357 vehicles. Before this incident, although there were many cases of car recalls in our country, the brand of trucks has never existed before.

As a result, Auman became the first recalled brand for domestic trucks.

Since China began implementing the car recall system (old recall regulations) in 2004, car recalls have become commonplace in China. However, truck recalls are still new. As a profitable truck owner, what do they think about truck recalls? Will vehicle owners make more claims through the recall? Will truck recall affect the brand?

This may be a concern for many truck companies. It is precisely because of this that China has not recalled one truck brand in eight years after its 2004 recall. The reporter also noticed that after Auman issued the recall announcement, there was no longer any other voice for the recall. The reason is that Auman is still afraid of the adverse impact of the recall on the brand.

Auman's low-key handling of recalls has two reasons: First, in the recognition of recalls, there is still a gap between domestic commercial vehicle companies and world-class brands; second, there are concerns about domestic media reports that describe the recall event. Negative tendencies, causing adverse public opinion effects. “The Director of the Automobile Division of the former Ministry of Machinery Industry and the Director of the State Bureau of Machinery Industry are the current analysts of the China Automobile Industry Association, Du Fangci.

In fact, other truck companies are also worried about the further expansion of the “recall incident”, which will easily damage the brand and reduce the trust of the users. Therefore, although there are always defects in the design of various types of trucks, there have been no trucks before. The occurrence of a recall.

Auman became the first brand to eat crabs. With the release of Auman’s recall order for two months, the attitude of users and the public gradually became clear.

Or miscalculate user reactions

With regard to the opinions of Auman’s recall, the reporter interviewed several team leaders and Auman owners who chose Auman’s heavy truck.

The fleet of Jiangsu Lianyungang Huatai Transportation Company currently has more than 100 Auman heavy trucks. The owner of the convoy heard clearly that “Ouman’s vehicle needs to be recalled for some reason, will it reduce the trust in the Auman brand?” After answering the question clearly, “No. The domestic heavy trucks are of similar quality and some minor problems are It is normal.” The owner of the team also told reporters that the current fleet has more than 100 Auman heavy trucks, more than 100 liberation J6s, and some other brands of heavy trucks. However, he feels that Auman's quality is good, especially in the after-sales service, maintenance costs, more satisfactory. "If the car is not afraid of bad, it will be feared to be broken. No one will manage it."

Lian Jianhua of the Yichang Xintai team in Nanchang said that when the current fleet purchases domestic heavy trucks, its quality requirements are not high, and economic vehicles are more important. Quality problems can be understood as soon as maintenance is given.

And the answer from a Auman owner who ran the transportation made the reporter surprised. "Ohmer car recalled? I don't know. The big brand will have a recall, and it can be recalled. Okay, Toyota is such a good car." Are you often recalled?"

It can be seen that the domestic car buyers' tolerance for vehicle quality defects is very high. For this phenomenon, Zhang Kuan analysis believes that “the tolerance of domestic customers for vehicle quality has always been higher, as long as manufacturers can solve problems in a timely manner, customers will recognize this brand. Therefore, the recall of vehicle quality defects will not be true. How much harm the brand caused. Even if the impact is short-term, in the long term, the impact of Auman's recall will not be great."

Missing brand appreciation opportunity

"Recall events are actually not a bad thing for companies, but they are good things." In Du Fangci's view, Auman's recall of the incident will not only cause a big negative impact on the brand, but will also be an opportunity for brand promotion.

Du Fangci further explained that car recalls have long been an international issue. In the United States in 1966, they began recalling defective cars. "At the international level, the history of car recalls has been nearly 50 years."

"In the past 50 years of automotive recall history, everyone has summed up the experience that the negative impact is much less than the positive impact. For a company, due to its recall, the brand value of its business has been continuously improved." Du Fangci smiled and said, "This is not what I summarized. It is the experience gathered in meetings around the world. The US Department of Transportation (in the United States, the Department of Transportation is responsible for the recall of cars) specifically summarized this way."

It is reported that the reason for the Auman partial vehicle recall is that there are safety defects in the exhaust brake butterfly valve of some Auman BJ4253SMFJB-S7 tractors.

Is this kind of quality defect a major product quality problem? In this regard, Du Fangci believes that this kind of problem is not a big problem. "The quality problems involving recalls will not be big problems."

“Auto recall refers to the recall of defective products. The so-called defects refer to potential safety hazards. In fact, whether or not it actually occurs is not certain.” Du Fangci further stated that the State’s strengthening of the management of car recalls The public and the enterprises are good things. The products of the company can be continuously improved. “No major brand automobile company in the world has experienced a recall. In the long run, the recall event has improved product quality and brand awareness.”

However, Auman seems to have miscalculated the impact of the recall on the brand, and did not spread further on the recall. This negative treatment may have missed the opportunity to transform the recall event into a brand promotion.

In fact, as Du Fangzi said, in fact, Auman’s recall incident is not a bad thing at all, but it is a good thing. If Auman can really understand the views of users and distributors on recalls, then it will be a clever operation and it will be an excellent opportunity for free brand promotion (as the first case of domestic truck recalls, it is a big News gimmicks are easy to attract eyeballs.). For example, holding a press conference in a timely manner; timely notification of the recall process, the specific circumstances of the recall. If this is true, it will allow the public to think that Auman is a responsible company and a trustable brand.

Here, the reporter called for more truck companies. If it is found that there may be design defects in a car, then boldly implementing a recall will not only not harm the corporate image and interests, but will reduce the potential loss of the owner and improve the reliability of the vehicle. And security. "Recall" is a responsible behavior for both car manufacturers and users.

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