Some people choose to continue to roll up prices, while others start to roll up value while rolling up prices.
On July 4, SAIC Passenger Vehicle officially launched the Super Safe Core Commitment, the industry's only "zero combustion guarantee", promising to compensate for one burn, and setting a new industry benchmark with the service standard of compensating for a new car within 20 working days.
It is reported that the models covered by the Super Anxin Commitment include Roewe D5X DMH, Roewe D7 EV, Roewe D7 DMH, Roewe iMAX8 EV, MG4 EV, and MG Cyberster, and both new and old car owners enjoy the commitment.
It is worth noting that the zero-fire guarantee policy means that if a fire occurs due to the vehicle's high-voltage battery pack (power battery) itself, and human factors and external fire sources are clearly excluded, and there is no dispute, the user will be replaced with a new car with the same configuration as the original one free of charge within 20 working days, or the user can freely choose a new car of the same price as the original purchase price (limited to the same brand).
In recent years, with the continuous advancement of new energy three-electric technology, the reliability of new energy vehicles has gradually improved, but occasional failures are inevitable. According to a data survey report from an authoritative media, the overall average quality of domestic new energy vehicles in 2023 will be 210 problems per 100 vehicles, and the complaint rate of new energy three-electric system problems in vehicles purchased for more than three years in 2023 will be 13.3%.
Among them, the three-electric components are the core components of new energy vehicles and have high maintenance costs. For the industry, taking the car owners who entered the station for maintenance in the first half of 2024 and whose annual mileage exceeded 30,000 as an example, the average customer unit price of the three-electric components for maintenance in the station reached 18,000 yuan.
Based on this, SAIC Passenger Vehicle also announced another clause that benefits users: lifetime warranty for three electric vehicles is not limited to the first owner and annual mileage. "In addition to us, there are probably 1-2 other car companies in the industry that implement unlimited mileage battery warranty, but it is not limited to the first owner. This can be said to be unique in the industry and is the only standard for the two brands of Roewe and MG." Lu Jiajun, general manager of MG Business Unit, said.
At present, the penetration rate of new energy vehicles in China has reached 49%, entering a qualitative change, but there are still 50% of people who do not choose to use new energy. What are they resisting? "According to our survey results, the first pain point is safety. People always think that new energy vehicles will catch fire and have a high spontaneous combustion rate. This is the first pain point. The second pain point is that new energy vehicles do not retain their value. Oil vehicles are sold at a 20% discount, while new energy vehicles are sold at a 50% discount. After driving for three years, they will hurt your ankle bones." Lu Jiajun said.
The introduction of lifetime warranty for the three electric systems is expected to boost the value retention rate of Roewe vehicles. According to Lu Jiajun, 60% of the cars in China's used car market are not covered by the three-year warranty, but Roewe and MG cars have lifetime warranty, so their value retention rate is much higher than that of other used car dealers.
It is reported that the value retention rate of Roewe related products has increased by 5%, that is, a product worth about 100,000 yuan can be sold for 5,000 yuan more. According to the latest value retention rate data released by the China Automobile Dealers Association, in the past six months, the value retention rate of Roewe IMAX8 EV ranked third in the market segment.
"We also hope that all major automakers will implement such standards, because under this standard, the entire industry and users will also benefit. We want to provide users with the most reliable, safest and highest-quality products and compete in this market with higher service standards." Lu Jiajun said, "Now the entire market is competing, and we want to compete in value and standards."
