“重营销轻履约”不可行

Core Insights - In the first four months of this year, new energy vehicle (NEV) sales accounted for 42.7% of total new car sales in China, indicating a significant market presence and growth potential [1] - The NEV industry is facing increasing competition, changing sales models, and rapid product updates, leading to consumer complaints regarding marketing practices and after-sales service [1][2] - The China Consumers Association highlighted three main complaint areas: disputes over deposit refunds due to pre-sale models, dissatisfaction from existing car owners regarding new model releases, and unfulfilled promises of trade-in subsidies or other discounts [1][2] Industry Recommendations - NEV companies should abandon short-sighted marketing practices and focus on optimizing the entire service chain to build long-term consumer trust [2] - Clear communication in sales agreements regarding vehicle specifications, delivery timelines, and refund conditions is essential, along with transparent disclosure of subsidy policies and conditions [2] - Companies must avoid exaggerating technological capabilities and ensure that marketing aligns with actual product performance to prevent misleading consumers [2] Consumer Rights and Industry Growth - The NEV sector is experiencing "growing pains," necessitating proactive measures from relevant departments and companies to protect consumer rights [3] - Consumer satisfaction is crucial for the sustainable development of the NEV industry, as it directly influences market growth and acceptance [3]