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The sound of gunfire was not heard, but the players had already “run away†but they had won numerous cheers in the stadium.
This is the scene of this week's auto market in China: One month after the implementation of the Auto Three Guarantees, most of the mainstream automakers have already started implementation ahead of September 1, attracting consumers praise.
This week, Shanghai GM, Volkswagen Group, North and South China Volkswagen, Dongfeng Peugeot, Guangzhou Automobile Mitsubishi, Beijing Benz and other domestic car companies have announced the implementation of early implementation of the three bags, consumers can enjoy the car in advance of the car three bags of policy. Among them, some car companies have implemented higher than the national "Three Guarantees" policy quality assurance standards, can enjoy the entire vehicle quality assurance increased to three years or 100,000 kilometers of the policy.
It is worth noting that, compared with multinational brands, independent brands did not show any weakness in the current “three-package†policy of “grabbingâ€. BYD, SAIC Motor, Southeast Automotive and other independent brands have also announced their advancement into the "Three Guarantees" phase. As the independent brands gradually mature in the product system construction, the implementation of the Three Guarantees policy to a certain degree or for the independent brand "orthodox", independent brands are no longer synonymous with poor quality, independent brand services can also be equally divided with multinational brands.
The three packs of running away, no doubt sang a good voice in the auto market, and it is undoubted that consumers will benefit.
For the majority of car companies, this rush to fight is a bit helpless. After all, the "Golden September" arrived and the Three Guarantees will not be implemented until October. If we follow the policy rhythm, consumers will have to wait until October, and the traditional peak season in September is likely to be filled with a strong wait-and-see mood, and even the entire “Golden September†will be blown away. Therefore, manufacturers have to use this "grab" method to disperse the "three-package" suppression effect over "Jin 9".
Vehicle enterprises intensively entered the "Three Guarantees" in advance
After nearly 12 years of game, in January this year, the General Administration of Quality Supervision, Inspection and Quarantine formally issued the “Responsibility Regulations for the Repair, Replacement, and Return of Household Automobile Products†(hereinafter referred to as the “Car Three Guaranteesâ€), and announced that it will officially form on October 1 this year. Implementation.
Among them, "Car Three Guarantees" has made clear regulations for China's auto three bags, and clearly stipulates that the duration of repairs for domestic auto products shall not be less than 3 years or 60,000 kilometers, whichever comes first. In the case of household automotive products that have occurred within 60 days from the date of sale of the invoice for purchase by the seller or within 3,000 kilometers of the vehicle (whichever comes first), the home car product has a failure of the steering system, failure of the braking system, cracking of the vehicle body, or fuel leakage. If the consumer chooses to replace the home car product or returns, the seller shall be responsible for free replacement or return.
However, starting from August, consumers have delayed the purchase of vehicles in order to wait for the Three Guarantees policy. To this end, some of the strong car companies in order to break the market wait-and-see attitude, with the support of a mature system, the introduction of the Three Guarantees policy in advance, on the one hand to solve the market problems, on the other hand also to the outside world to show its excellent quality. Since the beginning of this week, manufacturers' initiatives to implement the Three Guarantees ahead of schedule have been announced.
On September 1, Shanghai General Motors announced that consumers who purchase Shanghai GM Buick, Chevrolet and Cadillac models from that day can enjoy the “Three Guarantees†policy in advance. In addition, customers who purchase products of Shanghai GM and have a mileage of less than 160,000 kilometers within the last five years will receive a series of after-sales service packages including an extended warranty on powertrain components for two years, in addition to the original vehicle warranty.
On the same day, Dongfeng Peugeot also announced the implementation of the auto three pack policy in advance, and promised Dongfeng Peugeot 100% to implement the brand Three Guarantees Implementation Rules in accordance with the National Automobile Three Guarantees Policy, which applies to the entire brand of the brand.
On September 2nd, Volkswagen Group (China) and Shanghai Volkswagen Automotive Co., Ltd., FAW-Volkswagen Automotive Co., Ltd. and Volkswagen (China) Sales Co., Ltd. jointly announced that the brand of passenger cars in China under the Volkswagen Group will be on the same day. The implementation of three packages for new car users will be further enhanced to further enhance customer satisfaction.
In addition, on August 30, Guangzhou Automobile Mitsubishi also announced the official implementation of the National Automobile Three Guarantees, one month ahead of the national regulations.
Self-owned brands take the opportunity to “respectâ€
Compared with the positive response of multinational brands, the self-owned brands did not take the plunge in this round of competition. SAIC Passenger Vehicles, BYD, BAIC, GAC passenger vehicles and other car companies also announced in advance to enter the "Three Guarantees" stage.
On August 30th, BYD announced that in response to the national “Three Guarantees†policy call, the “Three Guarantees†service policy for automobiles was implemented ahead of schedule on August 31, which was earlier than the state's mandatory implementation of October 1.
On September 2 SAIC Motor Passenger Car released news that the new owners of Roewe and MG models will be newly purchased. SAIC Passenger Car Company will implement the “Three-Car Package Regulations†in advance and enjoy three years or 100,000 kilometers (both The quality guarantee period, whichever comes first, is one month prior to the formal implementation of the “car three bags†for new car owners on October 1st.
SAIC Motor’s passenger car company stated that as early as the beginning of the Roewe brand building, it had first released the service brand of “Exalted Experienceâ€. Before the products were listed, it created an industry-leading service standard system and launched “Dawn Receptionâ€. "The project that moved the customer. In recent years, according to the characteristics of the development of the automotive market and the investigation of a large number of users, the company has invested a great deal of resources in improving the service network, and has launched a home-made repair service in China, which has won the favor of users who are pursuing service quality. . The implementation of the “Three Guarantees Regulations for Automobiles†in January this year not only solves the worries of car purchases for consumers, but also fully reflects SAIC Motor's self-confidence in quality and its sense of sincerity and responsibility towards consumers.
"Car Three Guarantees is a good thing for self-owned brands, which can make independent brands get rid of the reputation for low quality. The original intention of the Three Guarantees Policy is to protect the interests of consumers, whether it is dealers, producers, or to provide cooperation in parts and components. Partners must provide a safe, comfortable and reliable driving experience for customers.†Wu Song, General Manager of GAC Passenger Vehicle, told the Nanfang Daily reporter that the implementation of the automobile three-bag policy protects the interests of consumers while also The quality requirements are also more stringent. Chuanqi has always regarded "quality" as one of the brand's core values. The lower maintenance rate is a good reflection of Chuanzhi's quality. The implementation of the "Three Guarantees" policy has many advantages for Chuanyu.
In fact, some independent brands have already started implementing their own "three-guarantee" policy in exchange for consumer trust. In July this year, Chery announced the early implementation of the Three Guarantees policy when the new car Arrizo was listed. The Beijing Auto Group even released its E-Series Three Guarantees policy last year and expanded this year to its micro-car brand Weiwang.
Is it a marketing gimmick or a consumer?
In fact, in this round of announcements of early implementation of the “Three Guarantees†initiative, most car companies’ Three Guarantees standards exceeded the relevant national regulations.
It is understood that Shanghai GM's Buick and Chevrolet brand vehicles will be implemented to improve the vehicle warranty to 3 years or 100,000 kilometers, while the Cadillac brand vehicle's vehicle warranty is increased to 3 years unlimited mileage. The Volkswagen brand's vehicles can enjoy three-year or 100,000-kilometer (whichever comes first) product quality problem vehicle repair service, Lamborghini and Bentley brand will continue to provide three years of unlimited mileage repair services.
Some analysts pointed out that this part of the car companies took the initiative to “attack†and not only entered the Three Guarantees one month in advance, but also had a far higher warranty policy than the law. On the one hand, in order to ease the market's doubts, the other is to use the Three Guarantees to enhance the brand's reputation.
At present, due to the impending implementation of the Three Guarantees Policy, it is in the switch point between the off-season and the peak season, and the market has already seen some phenomenon of consumer holdings pending. This is not a good phenomenon for car companies. Moreover, the domestic market gradually weakened from May to July this year, and the sales volume continued to decline year-on-month, while “Jin 9 Silver Ten†was a critical moment for all car companies to hit the full-year target. Under this premise, car companies must use adjustment strategies to break the market's problems.
“This kind of mentality of some consumers is understandable. The appearance of this kind of phenomenon illustrates the consumer's expectation and emphasis on the auto three packs. Although the “Three Guarantees Automobile Regulations†has not been formally implemented, the auto three packs have promoted the autos. The quality of products and the improvement of service quality.†AQSIQ related parties have previously said that in terms of vehicle quality, some home-automotive operators have already taken active actions to improve their entire vehicle fleet by strengthening technological transformation and improving the quality system. The quality of parts and components was higher than the quality guarantee promise of the “Three-Carrier Provisions for Automobilesâ€. In terms of after-sales service, most auto operators are taking effective measures to optimize the after-sales service process, improve the logistics and distribution system, and improve service quality.
“Car Three Guarantees is the most important service content in the after-sales service. In the past, the time of the repairs was the longest among the auto companies. The longer the promised repair period, the more favorable to the consumers. It is also easier to win the favor of market consumers. The upcoming automobile three-bag policy is just a symbolic event that embodies after-sales service and corporate brand image, and it is also the best opportunity for auto companies to seize gold, nine silver, and ten gold.†said Zhang Zhiyong, an automotive analyst. When the market sales are picking up, the auto companies announced that the implementation of the auto three guarantees in advance is only good, and there is no harm. "There is nothing wrong with the auto companies."
However, Zhang Zhiyong also said that although some auto companies also announced the implementation of the auto three-package policy in advance, more consideration is the need for market growth, but do not let the auto three bags become a gimmick, but should become a tool for consumers to safeguard their rights and interests . 
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August 06, 2021