Chapter 1261: Big Store Bullies Customers
When Yang Dongxu arrived at the meeting room, all the people attending the meeting had already arrived. What he didn't expect was that Chen Xin also came.
Now, in addition to being the head of the Sunrise Technology Investment Department, Chen Xin is also a shareholder of BMW Automobile Company and serves as the deputy manager of the Finance Department.
However, her deputy manager position is obviously a temporary position, but even if it is a temporary position, her power is not small, especially for some financial accounts of BMW Automobile Company, she can basically review the accounts and audit them in person.
Regarding the transparency of the company's financial accounts to shareholders, there has long been a precedent of Qian Liang and others. Therefore, the company did not feel anything wrong with Chen Xin, the new shareholder, auditing the company's accounts on a regular basis.
Especially when he took office, it was not the general manager Han Jun who brought her to familiarize herself with the company. Instead, it was Wu Aibing, the head of the Supervision Department who did not work in the company but made people feel that he was everywhere. This made many people have no objection. There are many sensitive things that even actively choose to return.
"At present, the sales volume of automobiles in the new quarter is good, which has increased by 5.62 percentage points compared with the previous quarter. The sales volume of imported cars continues to rise. At the same time, the sports car series, which has not performed well before, has also achieved very good results this quarter."
At the beginning of the meeting, Han Jun made a report. When reporting, he must start with the good things. Of course, the company's senior management knows Yang Dongxu's temper, so after talking about the uplifting and happy side. The next thing is naturally some unpleasant things, which is the dry goods that Yang Dongxu wants.
"Compared to the continued high sales of A4, A6 and Mercedes-Benz S series, our newly launched SUV models. After the initial popularity, the sales volume has dropped significantly.
There are three reasons for this result. One is that although the technology of SUV is not mature, the technical reserves and vehicle configuration of the new models are obviously not up to par.
The second reason is that many car manufacturers have launched SUV models. In particular, Volkswagen, BMW of Germany, Toyota, etc., whose technical reserves are not inferior to ours, or even stronger than ours, have also launched SUV models one after another. This has had a certain impact on our sales.
The third point is the fuel consumption of SUVs. We have never had much advantage in this aspect of technology. After all, whether it is the Audi series or the Mercedes-Benz series.
While designing advanced and fashionable models, we still focus on German quality. Therefore, the weight of the car has always been one of the highest among similar models. Because of its own weight, other car parts have been simplified as much as possible, but the fuel consumption has not been reduced." Han Jun sat down after reporting, and the conference room fell into silence.
Maserati started out as a sports car manufacturer. Who cares about fuel consumption when driving a sports car? Therefore, Huaxia BMW Automobile Company has this inherent deficiency in this regard.
The Audi and Mercedes-Benz series that were subsequently launched have realized this and increased their investment in research and development funds, but the results of the attack have not been so ideal.
In addition, whether it is the heavy Audi series or the business Mercedes-Benz series, it doesn’t matter if the fuel consumption is slightly higher. After all, the vehicle configuration and weight are there, and driving this car is face-saving.
And quality has always been the reputation that BMW Motor Company has insisted on building, so consumers can accept that the fuel consumption is a little higher than that of similar models.
But SUVs are obviously different. First of all, the size and weight of SUVs are there, which has already increased the fuel consumption. In addition, BMW Motor Company’s technology in high fuel consumption is not good, so the fuel consumption of this model has undoubtedly increased.
In this way, compared with the fuel consumption of Japanese cars that have always been advertised as fuel-saving and energy-absorbing, it is really incomparable. It is even higher than the German cars that have always had the problem of burning oil and high fuel consumption.
In this way, after consumers have seen the freshness of SUVs, which are both off-road and business models at the beginning. It’s like men and women have passed the sweet period after marriage and began to enter the daily necessities of life.
Consumers are not stupid. Although they have bought cars worth hundreds of thousands of yuan, many people feel that the fuel is just a little bit of money. But many customers care about this. It seems that in the future online shopping, you can buy things worth hundreds or thousands of yuan at will, but just because you don’t want to pay a dollar for express delivery, you don’t want to buy all these things.
"The SUV market can be deeply cultivated, so the fuel consumption problem must be strengthened. If it doesn’t work, you can reduce the weight of low-end and mid-range models while ensuring quality.
Since fuel consumption is our own shortcoming, and many competitors use this to suppress us. Then try to avoid shortcomings and highlight advantages.
For example, the quality reputation we have accumulated over the years, and the safety of our cars, as well as after-sales service, etc. In short, even if this market cannot be profitable now, it must not be lost." Yang Dongxu said after a moment of hesitation.
The construction of domestic road traffic is now advancing faster than in the previous life. It is not impossible for cars to go to the countryside in three years at most, but compared with the roads in big cities, the roads in rural areas are undoubtedly more bumpy.
Therefore, SUV has become the first choice for many rural people to buy cars, and rural people also feel that such cars are grand and look very face-saving. Therefore, when the city began to call for energy conservation and emission reduction, many office workers chose to buy cars in order to save some money. At least seven out of ten cars in rural areas are SUVs.
Of course, BMW has always taken the mid-to-high-end route. Even the Audi A4, the worst current model, starts with a base price of more than 200,000 yuan. It is common to slightly customize the price to a base price of 300,000 yuan.
In the low-end market of SUVs purchased in rural areas in later generations, domestically produced cars and joint venture cars dominate the market. But in a few years, if one of the 100 people in rural areas who buys an SUV buys a BMW SUV, it will also be an extremely huge market.
What's more, BMW's current SUVs are mainly focused on the mid-to-high-end urban market. Many business owners and wealthy people will include BMW's SUVs in their car purchases.
At this point, Yang Dongxu paused and continued: "The weight of mid- to low-end models can be reduced to maintain market share. Mid- to high-end models, especially high-end models, can be weighted by a certain proportion.
For example, high-end models can be customized and bulletproof, and models can be closer to large off-road vehicles such as Hummers. But the appearance and fashionable elements are indispensable.
In short, it is safe, stylish and looks more respectable when driven than other cars. A car can show the financial strength of the buyer, which is an unshakable point that high-end models must accurately grasp. "
Speaking of this, Yang Dongxu couldn't help but think of the Q5, Q7 and Mercedes-Benz's big G series in later generations. Especially the Big G. To be honest, even with this life's aesthetic perspective, the car's model is still extremely ugly.
It’s not even as good-looking as other Mercedes-Benz SUVs two grades below it. But the price, which can easily reach millions, actually uses money to cover up the ugliness. Therefore, BMW’s high-end SUV operating model can go in this direction.
The concept that driving a big G is awesome is attached to BMW's high-end SUV. The fuel consumption is not a big deal at all. After all, Chinese people have always been hungry and have the most respect.
Next, there were several small issues discussed, which were basically reported by the people below. Yang Dongxu stopped expressing his opinions and everyone started discussing.
After more than half an hour, when the meeting was about to end, Chen Xin, who had been silent for a long time, said: "I'm going to tell you a question I learned recently.
In Hangcheng, there was a customer rights protection incident over the BMW 4S point in West Lake half a month ago. He put up a banner to sue the 4S sales center of our company for selling cars as substandard cars and selling accident cars as new cars. "
After Chen Xin finished speaking, the entire conference room suddenly became quiet. Everyone was thinking about Zhou Chengfeng, who was sitting in the middle on the left side of the conference table. He is the general person in charge of the company’s after-sales service.
This kind of thing happens all the time in the automobile industry, such as cars that have been soaked in water, old cars with code gauges, other car parts used, original parts replaced and sold for money when repairing cars, etc. Nowadays, car sales and real estate sales are comparable. It depends on whether the uncle likes to buy or not.
Therefore, such problems have been solved by the after-sales department before, and everyone has remained silent. Now as a shareholder, Chen Xin, who is still related to Wu Aibing of the Ministry of Supervision, suddenly raised such a case. Obviously, things are not that simple.
"This matter was settled a week ago. The customer who caused the trouble signed a settlement agreement, and the media also said hello and it did not cause excessive adverse consequences." Zhou Chengfeng raised his eyebrows and said.
While thinking about this matter quickly in his mind, he was also guessing whether he had offended Chen Xin in some way, and if there was really anything wrong with such a thing. You can discuss this matter with him in private. There is no need to bring it up directly in a big meeting where the big bosses are present. This is undoubtedly a slap in the face.
"The processing you mentioned seems to be different from the processing I know. It is true that the customer signed a settlement agreement, but he was forced to sign it. Because the 4S point did not know where to get a car inspection report, saying that New car.
Moreover, the store deceives customers and uses our company's name to test pressure on local law enforcement agencies and even the customer's unit.
Moreover, greeting the media is not handled by the 4S store, but the company's resources are still used. What's more important is that it was indeed an accident car. I checked the vehicle sales records and found that it did not go through the company's new car sales process. It was a self-sale behavior at a 4S point. "
When the last words came out, it wasn't just Zhou Chengfeng. Everyone in the conference room changed their expressions, and Yang Dongxu, who was originally calm, could not help but raise his eyebrows.
This is undoubtedly the obvious 4S point below that is trying to pull the skin of BMW Motors Corporation, substituting inferior products to benefit itself. He ate the cake himself and put the blame on the company.
It stands to reason that the company and the 4S point of sale, whether franchised or directly operated, can be regarded as one family. If there is a small friction, the BMW Motor Company will definitely be on the side of the 4S point.
But this kind of lining one's own pockets is undoubtedly beyond the bottom line. It is obviously ruining the brand that BMW has finally built up over the years and seeking personal gain for itself.
"Let Manager Wu investigate this matter personally." Yang Dongxu said.
Then he got up and left the conference room.