TechWeb / Bian Haichuan, with the rapid development of the new energy vehicle market, the rapid iteration of technology and the continuous upgrading of products have become the key for automobile companies to maintain competitiveness.
However, as the saying goes, extreme krypton cars have recently been pushed to the forefront because they are updated too quickly.
On august 13th, polar krypton car released 2025 polar krypton 001 and polar krypton 007 Compared with the previous version, it has been upgraded in battery, smart cockpit and smart driving.
While upgrading the products, polar krypton has also adjusted the prices and versions of the two cars: the price of the new polar krypton 007 four-wheel drive performance version remains unchanged, and the price of the four-wheel drive version with four-wheel drive is reduced by 30,000 yuan.
After a long-lasting voyage, the wisdom drive version and the rear drive version are all reduced by 20,000 yuan.
Although the price of the new polar krypton 001 remains the same, it has added the intelligent driving function of extreme krypton self-development.
although this measure of “increasing quantity and reducing prices” has attracted a lot of attention, it has also made old car owners angry because of their “backstab”.
Even triggered the collective protection of rights.
Because in just six months of 2024, polar krypton 001 has gone through two iterations: 2023 models were sold in January, new polar krypton 001 was launched in February, and now there are 2025 new upgrades less than six months later.
Old car owners believe that the introduction of 2025 new models has instantly devalued the old models.
“you can buy 23, 24 and 25 models in 2024, and three polar krypton 001” and “three generations of polar krypton in one year” all say that Xiaomi is sharpening one sword every three years.
“complaints such as” extreme krypton is sharpening three swords a year “can be seen everywhere in major comment areas.
In order to ease the dissatisfaction of old car owners, extreme krypton specially provides old car owners with car purchase coupons worth 10,000 yuan as compensation, hoping to enable old car owners to buy the latest extreme krypton products at the best price.
polar krypton also emphasizes that understanding and respecting the feelings of users, fully aware of the importance of trust, will continue to make efforts to provide users with better products and services.
In fact, the above problems encountered by polar krypton have long been common in new energy car companies, but the handling methods of different manufacturers are slightly different.
Tesla cut prices throughout the department and issued half-price coupons to old car owners, such as Tesla.
In March 2019, Tesla China adjusted the price of all models, including the Model X model by 174300-341100 yuan, Model 3 by 26000-44000 yuan and Model S by 11400-277500 yuan.
Subsequently, a “letter asking Tesla (China) Company to return the price difference” circulated online, and two consumers from Wuhan, Hubei Province asked Tesla to return the price difference.
In 2020, Tesla began to sell domestic Model 3 long-range rear-wheel drive models in the Chinese market.
Because the mileage and configuration of the new model have been greatly improved, the price has only increased by 40,000 yuan, making the old car owners feel that they have been “cut off leeks”.
Other car owners claim that they unknowingly played a role in digesting inventory and missed the opportunity to enjoy new models.
Some old car owners spontaneously organized collective rights protection, demanding an apology from Tesla and admitting the illegal act of infringing on consumers’ right to know and deceiving consumers.
Tesla’s treatment is that users who buy Tesla vehicles before the price adjustment can enjoy a half-price discount for autopilot or fully autopilot upgrade.
The autopilot function generally costs 37000 yuan after delivery, while the fully autopilot function costs 65000 yuan.
However, this solution has not been accepted by all car owners, and some people still think that Tesla’s way of compensation is to promote products in disguise.
Xiaopeng G3 revamped and upgraded to provide points discount or hedging repurchase.
In December 2018, Xiaopeng’s first product, G3, went on sale and started delivery 4 months later.
But during the delivery period, a new version of the G3 with higher battery life, lower prices and self-driving hardware upgrades has been released, leading to a large-scale protection of rights for older car owners.
Xiaopeng Motor provides two solutions for the upgrade and modification of the G3: plan A: give 100000 points to the owners of the old G3, valued at 10000 yuan, which can be used for vehicle maintenance, overcharging, vehicle repair, exchangeable boutiques and the purchase of new cars by myself and immediate family members.
the program B:G3 2019 three-year 40% discount replacement is used to make up the price difference for Xiaopeng car.
The ideal official price reduction directly subsidizes cash, and a similar incident has happened to the ideal.
In April 2024, ideal L6 went on the market, and at the same time, it announced a price reduction adjustment for 2024 ideal L7, L8, L9 and ideal MEGA, with a price reduction of up to 30, 000 yuan, which was the first official price reduction since the establishment of ideal car, which once aroused the dissatisfaction of regular users.
At that time, the ideal car directly provided cash feedback to the owners of the 2024 ideal L7, L8, L9 and ideal MEGA models that had already picked up the car, with a subsidy of between 15000 yuan and 30, 000 yuan, which was returned directly to the owner’s payment account.
In 2023, the price of new cars was reduced by 30, 000 yuan, and the right to change electricity for life was cancelled, and the warranty period of the whole vehicle was also adjusted from the original 10-year unlimited mileage to 6 years or 150000 kilometers, thus causing the dissatisfaction of some old car owners.
The solution given at that time was that if the old car owner repurchased the new car (4 or 6 times a month), the old car retained the rights and interests, the new car did not exchange electricity rights would be reduced by 30,000, and the old car rights would be reduced by 60,000 if the old car rights were given up.
And the original version of unlimited power change of the old car owners, do not buy a new car can be reduced by 30,000, the rights and interests of the old car can also be given up, the purchase of a new car can be reduced by 80,000.
If the update is slow, it will be complained by the car owners, and if the update is too fast, it will lead to the protection of the rights of the old car owners, so the question is, how long should the change cycle of the car company be controlled to be the best answer? In the field of traditional fuel cars, the renewal cycle of models is usually between three and five years.
However, with the advent of electrification, the research and development cycle of new energy vehicles has been greatly shortened.
On the one hand, the progress of battery technology has brought the improvement of mileage and charging speed.
on the other hand, the intelligent and networked technology is also constantly iterative.
All this has prompted car companies to speed up the launch of new models in order to cope with market competition.
The author believes that when updating iterative products in the future, car companies should take care of consumers’ emotions, and consumers hope that car companies can give a reasonable time window in order to make wise purchase decisions.
In addition, if the car company frequently updates the same model within a year, or launches multiple minor modifications or special editions, thisBehavior can make consumers feel that their vehicles are quickly “obsolete.
” Even if the update is not large, this rapid update pace can easily cause anxiety and dissatisfaction among consumers.
In addition, the main reason for consumer dissatisfaction is the release of new models “without warning” or even “deceptive”.
Some consumers said that they repeatedly asked if new cars would be released recently before purchasing.
The sales consultant said that no new cars would be released this year, so they felt relieved to pick up the car.
In the eyes of consumers, the sales consultant’s wrong guidance makes them feel “deceived”, which will undoubtedly increase the anger of old car owners.
Although it can be said that some car companies are taking the blame for sales in this situation, the mistake in the promotion rhythm is still to blame.
Written at the end, in summary, it is not difficult to see that when the new energy automobile industry is in an explosive stage, domestic automobile companies that master the so-called core technologies will naturally accelerate when innovation is free and autonomous.
Coupled with fierce market competition, vehicle upgrades will probably be the norm every now and then, and this requires mutual understanding between automobile companies and users, especially automobile companies.
In the event of similar situations, how to ensure the interests of old users, It can also promote the innovation and iteration of its own products, which is also a test of the ability of automobile companies.
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