Core Insights - The pre-sale model is becoming a standard practice in the automotive industry, serving as a crucial strategy for companies to achieve annual sales targets as new car launches surge towards the end of the year [2] - While the pre-sale model offers significant advantages, it also poses risks that can disrupt market order and damage brand reputation, highlighting its "double-edged sword" effect in an increasingly competitive environment [2][6] Group 1: Advantages of Pre-sale Model - The pre-sale model empowers both companies and consumers, acting as a bridge between market demand and production supply, allowing for more precise production planning based on locked-in order data [3] - Marketing strategies such as limited-time discounts and priority delivery during the pre-sale phase can rapidly increase market attention and brand awareness, as demonstrated by NIO's Firefly brand, which saw a 20% price reduction leading to a surge in orders [3][4] - Pre-sale data provides critical insights for product strategy adjustments, enabling companies to optimize pricing and configurations based on market feedback before official delivery [4] Group 2: Risks Associated with Pre-sale Model - The industry has seen issues such as data inflation, where companies misrepresent refundable deposits as actual orders, leading to a significant discrepancy between order totals and actual sales [6] - Delivery delays and discrepancies between advertised and actual vehicle specifications have become major consumer complaints, exacerbated by supply chain issues and production capacity constraints [6][7] - Over-marketing and price wars have intensified irrational competition, with companies focusing on short-term gains rather than product quality, which can harm brand image and long-term sustainability [7] Group 3: Regulatory and Strategic Recommendations - The industry needs to establish a robust regulatory framework to enhance transparency and accountability in pre-sale activities, including penalties for misleading practices [9] - Companies should adopt differentiated pre-sale strategies that emphasize unique features and customer satisfaction rather than solely competing on price, as seen with NIO's focus on safety and personalized services [9] - Improving fulfillment capabilities and service quality is essential for the long-term success of the pre-sale model, requiring companies to assess production and supply chain risks adequately [9][10]

齐鲁晚报·齐鲁壹点 张雪 近期，关于小米SU7 Ultra准车主被要求提前支付尾款的事件持续发酵，引发广泛关注。社交平台上，越来越多的SU7 Ultra准车主晒出相 似遭遇：车辆尚未排产，交付专员的通知已提前抵达——7天内支付全部尾款，否则订单取消且定金不退。 "其他车商都是看见车再打款，到我这却是不给钱不生产，这太伤我们真心想买的客户心了。"据消费者陈女士的描述，若不支付部分尾 款，即使明确表示会要车，也会被延迟排产。这种现象从去年底开始零星出现，如今已演变为系统性争议。 有车主在微博上吐槽："订单显示还需等待22周，催款通知却已下达。超过期限未支付，系统自动标记违约，5000元定金直接没收"。更 极端的情况是，车辆尚未进入生产序列，用户已被要求全款到位。无独有偶，多名准车主反映，在未看到实车甚至车辆尚未排产的情况 下，小米汽车要求其在7日内支付尾款，否则订单将被暂缓生产甚至取消，定金不予退还。 当记者以消费者身份咨询小米汽车客服时，对方确认存在"车辆下线后通知支付尾款"流程，但对"车未下线即催款"的情况未予否认，仅 表示"以交付专员通知为准"。 对于用户最关心的 "提前付款后如遇质量问题如何处理"，客服回 ...