上汽荣威行驶途中自燃！ 曾宣传“让灭火器失业”，消防认定“不排除发动机故障”

Core Viewpoint - The promotional claim of "zero self-ignition" by SAIC Roewe faces backlash after incidents of vehicle fires, raising concerns about the brand's reliability and customer trust [2][3][12] Group 1: Incidents of Vehicle Fires - A Roewe RX5 owner reported a fire incident after only one year of ownership, with the cause linked to potential mechanical failure in the engine compartment [3][10] - The local fire department's report indicated that external factors like lightning or electrical faults were ruled out, suggesting a mechanical issue within the vehicle [10][30] - Other incidents involving Roewe vehicles, including a fire during charging and another in Chengdu, have also been reported, with authorities stating that these were not caused by accidents [4][16][36] Group 2: Company Response and Customer Dissatisfaction - The Roewe official response to the fire incident was deemed unsatisfactory, offering compensation based on the vehicle's second-hand value rather than the original purchase price [10][30] - The affected owner expressed frustration over the lack of accountability and the dismissive attitude from the Roewe service center [10][30] - The company's high-profile "zero self-ignition" campaign is contradicted by these incidents, undermining customer confidence [12][37] Group 3: Marketing and Sales Challenges - Roewe's ambitious marketing strategies, including the "Super Safety Commitment" and "zero ignition guarantee," have been criticized for not covering fuel vehicles, only electric and hybrid models [12][34] - The brand's sales have significantly declined from over 460,000 units in 2018 to just 139,000 units in 2024, falling short of the 200,000 unit target set by management [38][39] - The company has faced accusations of "marketing opportunism" in response to competitors, further damaging its reputation [41]