Recall regulations “strength” Self-owned brands into “mainstream”

The word "recall" has become the keyword for the automotive industry since 2013. According to data from the AQSIQ Defective Product Management Center, as of March 20, a total of nine car companies announced a recall plan in March 2013, recalling more than 546,600 vehicles. The number of recalled vehicles and the number of recalled vehicles all hit a new high in the domestic market.

The “Defective Product Recall Management Regulations” (hereinafter referred to as the “Recall Regulations”) was formally implemented in January this year. Can the recalled car companies and the number of recalls that have risen year-on-year indicate that the “recall regulations” are playing a deterrent role?

The number of recalled car companies rose sharply

According to incomplete statistics, since the first quarter of this year, the AQSIQ defective product management center website has released 19 recall announcements involving 16 car companies, Volkswagen, General Motors, Toyota and other auto giants on the list, Dongfeng, Jianghuai and other independent brands Also among them. Compared with the announcement in the first quarter of 2012, the number of recalled car makers rose by 23.1%, of which auto makers had reached a year-on-year increase of 200%.

“The increase in the number of recalled car companies is related to the implementation of the “Recall Regulations” and enforcement efforts. The increase in the number of companies involved is not because cars suddenly become more problematic, or the cars are getting worse and worse. Only the previous policies were relatively loose, and many companies had passed. , And now the policy is tight, the company has a sense of crisis." For the number of recalled car companies rose sharply year on year, the automotive industry analyst Zhong Shi told reporters that this is directly related to the policy, "the more tight the policy, the more conscious enterprises."

Pressure does not only come from policies. According to data from the China Automotive Quality Network, recently, not only car companies have been recalled intensively, but consumer complaints about auto products have reached new heights. From March 1 to March 15 this year, China Automotive Quality Network received a total of 1,103 complaints, which was the highest ever recorded since the statistics. The number of complaints in the second half of February increased by 49% year-on-year. The number of complaints was the same as the first half of March 2012. 77% increase. These are problems and pressures that car companies have avoided. In addition, the economic loss caused by the recall of automobiles and the questioning of product quality and corporate brand by the outside world are also important reasons why independent brands do not want to recall.

Pressure from independent brands

According to relevant statistics, among the car companies that issued the recall announcement in the first quarter of 2012, there were only 2 auto makers, which accounted for 15.4% of the total, and Dongfeng recalled the Trent car. The Southeastern Automobile recalled the Mitsubishi brand. It can almost not be counted. In the 16 car companies that issued the recall announcement in the first quarter of this year, including 6 independent brand car companies, accounting for as high as 37.5%.

In 2011, there were 71 cases of recalls in the Chinese auto market. There were only two cases of self-owned brand passenger car companies. In 2010, the number was 95 and 2 respectively. Only in March this year, there were four independent branded car companies that issued recall announcements. The "deterrence" effect of the "recall regulations" is evident.

Great Wall Motor News spokesman Shang Yugui once told the media that “In China, there are more recalls of foreign brand cars. Auto brands’ car enterprises are not recalled if they are not recalled. They are not independent brands, but rather they are consciousness and concepts. problem."

Then, what is the meaning of the "Regulations for Recall" for self-owned brand car companies?

As early as the publication of the "Recall Regulations," the industry bluntly said that it will bring unprecedented pressure on the voluntary recall of its own brand, and will force its own brands to improve product quality.

Cui Dongshu, deputy secretary-general of the All-China Federation of Fellowships, said that in the past, the government and related departments’ tolerance for self-owned brands also led to a low recall rate of self-owned brands. In the past, the government had given more support to autonomous automakers and less supervision. As a result, the recall policy was not perfect and the penalization system was imperfect, resulting in extremely low costs for infringement of automobile companies. This has to some extent condoned their own brands to avoid recalls. "But with the "Recall Regulations" being able to "fall," the autonomous car companies will no longer be absent. It is expected that autonomous car makers will increase their recall frequency, recall batches and single-batch recalls in the future."

Data from the first quarter of this year shows this. “Overall, there is still a gap between the quality of the self-owned brands and the joint venture products, although the gap will be smaller and smaller, but it will take some time. Therefore, the proportion of the self-owned brands that want to recall the cars or handle the problems will be higher. The pressure will increase.” Zhong Shi also showed that the number of independent brand recalls will increase in the future.

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