Core Viewpoint - The launch of the Aion UT Super by JD.com has faced significant consumer backlash due to discrepancies between advertised features and actual vehicle specifications, leading to a wave of order cancellations and legal discussions regarding consumer rights [1][3][9]. Group 1: Product Discrepancies - Consumers reported that the Aion UT Super was advertised with a sunroof, which was not present in the actual vehicle, leading to dissatisfaction and requests for refunds [3][5][10]. - JD.com acknowledged that some promotional images were outdated and did not reflect the current model's specifications, resulting in confusion among consumers [5][6]. - The sales staff provided inconsistent information regarding the availability of the sunroof, further complicating consumer trust [5][6]. Group 2: Rental and Mileage Limitations - The rental battery service was marketed at a low monthly fee, but consumers later discovered a mileage cap of 3,000 kilometers per month, which was not disclosed during the initial sales pitch [6][7]. - JD.com stated that the mileage limit was based on average private vehicle usage, aiming to cater to the majority of family users, but this has raised concerns among consumers with higher commuting needs [7][8]. - The inability to issue local invoices for subsidies also contributed to consumer dissatisfaction, as it limited access to regional purchase incentives [8][9]. Group 3: Legal and Trust Issues - The "no refund" policy after placing an order has sparked legal discussions about the adequacy of consumer information disclosure and the potential for misleading practices [9][10]. - Legal experts indicated that if consumers were not adequately informed about critical terms, such as mileage limits and refund policies, it could constitute a violation of consumer rights [9][10]. - The situation highlights the need for companies to prioritize transparent communication and trust-building in their sales processes, especially in the context of online vehicle sales [13].

11月25日，开启交付的京东首车埃安UT Super，同时也陷入退定风波。多位消费者向北京商报记者表达 了退定的理由：硬件方面，宣传图显示的天窗配置，实车并未配备且不可选配。维保方面，发布会时反 复强调的租电用户仅399元/月，但关键信息"每月3000公里里程限制"消费者却并不知情；关系能否享受 地方购车补贴的发票信息更是被强制选定在广州和上海。 律师提示，考虑到现行汽车销售中存在下单后不可退定的单方规定，但前提是经营者是否尽到充分告知 义务，以及合同条款是否存在欺诈、重大误解、隐藏在冗长条款中等情形。当京东、广汽与宁德时代力 推低价换电及销售模式创新后，"信任交付"的必修课才刚刚开始。 消失的天窗 "下单时看到京东宣传图里该车型带有天窗，为了赶上首批优惠很快就下定了，但后来在其他渠道才发 现实车并无天窗。"消费者罗女士向北京商报记者提供的聊天记录截图显示，宁德时代巧克力京东自营 旗舰店的客服（以下简称"京东客服"）也曾向罗女士明确表示新车带有天窗。 北京商报记者查询京东App埃安UT Super购买链接时发现，链接中已无罗女士所述带天窗的宣传图，但 广汽埃安App的相关链接中仍有上述宣传图。北京商报记者向京 ...

Core Insights - The launch of the Aion UTsuper by JD.com, GAC Group, and CATL marks a significant entry into the low-priced electric vehicle market, with a starting price of 49,900 yuan, making it the only model in its price range that supports battery swapping [1][4] - The vehicle features a range of 500 km, rapid battery swapping in 99 seconds, and advanced technology from Huawei, positioning it as a strong competitor against traditional micro electric vehicles [1][2] Pricing Strategy - The Aion UTsuper offers a dual purchase model: a full purchase price of 89,900 yuan or a battery rental option starting at 49,900 yuan, potentially dropping to 45,400 yuan after subsidies [1][2] - This pricing strategy undercuts competitors like Wuling Hongguang MINIEV and Chery QQ Ice Cream, enhancing its market appeal [1][4] Market Reaction - The vehicle generated significant interest, with over 100,000 test drive appointments on its launch day, indicating strong consumer demand [1] - Consumer feedback highlights the attractiveness of the low price and the cost savings compared to traditional fuel vehicles, with a monthly battery rental fee of 399 yuan seen as acceptable [2] Industry Challenges - Despite the positive market response, there are concerns regarding the sustainability of the low-cost model, particularly the limited number of battery swapping stations (approximately 1,000 by mid-2025) and their concentration in first- and second-tier cities [3] - The long-term viability of the light asset model is questioned, as the automotive service chain requires extensive experience and resources for effective after-sales support [3][5] Competitive Landscape - The introduction of the Aion UTsuper could accelerate the shift towards a "low-cost battery swapping" model in the industry, challenging existing players like BYD and Wuling [4] - The current market for electric vehicles under 100,000 yuan accounts for 45% of total new energy vehicle sales, with most models offering a range of 300 km or less [4] Strategic Implications - JD.com's approach represents a new attempt at supply chain integration, focusing on user needs and channel consolidation rather than heavy asset manufacturing [5] - The competition in the electric vehicle sector is evolving from price and configuration to a comprehensive battle over service ecosystems and user experience [5]