CHANGAN AUTOMOBILE-B(SZ:000625) Bei Jing Shang Bao·2025-10-16 16:17Core Viewpoint - Deep Blue Automotive faces criticism from early adopters of the S09 model due to the launch of a new version with enhanced features just three months after the initial release, raising concerns about the integrity of the price guarantee agreement and potential devaluation of the older model [1][6][7]. Group 1: Consumer Concerns - Multiple early adopters, including a customer named Zhang Hao, expressed dissatisfaction, claiming that the new model's introduction constitutes a "disguised price reduction," as the older model's value has effectively decreased despite unchanged official pricing [3][4]. - The new S09 model features a significant increase in battery capacity from 40.18 kWh to 53.49 kWh, resulting in an extended range of 300 km compared to the older model's 210 km, which has led consumers to feel misled [3][4][6]. - Over a hundred car owners share similar sentiments, questioning whether the company had planned the new version during the initial model's launch period without disclosing this information to consumers [6][8]. Group 2: Legal and Ethical Implications - Legal experts suggest that the introduction of a new model with improved specifications while maintaining the same price may violate the spirit of the price guarantee agreement, potentially infringing on consumer rights [5][7]. - The price guarantee agreement, which is intended to protect consumers from price drops, may not adequately cover the introduction of new features or models, leading to potential legal challenges for the company [4][5][7]. - The situation raises questions about the company's commitment to consumer transparency and fairness, with suggestions that it may be engaging in short-sighted practices that could harm its reputation [7][8]. Group 3: Industry Context and Recommendations - Deep Blue Automotive's price guarantee policy is among the longest in the industry, aimed at fostering consumer confidence and a transparent pricing system, but it also presents challenges in balancing rapid product iterations with consumer expectations [8][9]. - Industry experts recommend that companies clarify the scope of price guarantees to include core configuration changes and establish a balance between product updates and consumer rights [8][9]. - The automotive sector is increasingly competitive, with companies often resorting to price reductions or feature enhancements; thus, Deep Blue's approach may require careful management of customer expectations to maintain brand credibility [9].