Lei Jun, the founder of Xiaomi Technology, once famously said, "Standing on the vent, pigs can fly," this sentence also applies to the former Dongfeng Glory brand.
With the hot SUV trend, Dongfeng Glory has been running like a dark horse since the advent of the Glory 580. In 2016, the brand sales reached 280,000 units. The Glory 580 has even entered the top ten of the SUV sales list several times. No two.
Progress here, it should be an inspirational story of a company seizing market opportunities and booming. Still, the next trend of Dongfeng Glory has led to the vast dilemma it faces today.
After a short blowout period, as the primary model, the Fengjing 580, its sales have been "declining" since 2018.
In the first half of 2018, the overall sales of Dongfeng Glory showed a cliff-like decline. The cumulative sales in the first half of the year were only 117,400, a year-on-year decrease of 11.19%.
Looking at the latest data in 2019, as the pillar model of Dongfeng Glory, the Glory 580 only reached 11,400 units in January. Since February, it has fallen all the way, and its sales in March dropped to 4,512 units. Cumulative sales from January to March fell nearly 50% year-on-year! The Glory 580 has long been "no longer graceful."
To regain the decline, Dongfeng Glory launched its second SUV, the Glory S560, in January 2017.
However, the sales volume of this SUV known as the "young man" has been declining since it was launched in November, with monthly sales hovering at 3,000. At present, neither the former sales pillar, the Glory 580, nor the second SUV, the Glory S560, have reached the expectations of Dongfeng Glory.
On the occasion of listing the Glory 580 in 2016, Dongfeng Glory invited hundreds of "net celebrities" to live broadcast. It announced the 7-year/150 thousand kilometers super warranty service on the spot.
This posture of complete confidence in product quality has naturally won the attention of a large number of consumers. Is the 7-year/150,000 km super warranty genuine?
We can be seen from the above picture that the so-called 7-year/150,000 km super warranty of Dongfeng Glory 580 covers a minimal range and only includes power, chassis, and body parts that are hard to fail.
Like timing sprocket, oil pan, camshaft, brake caliper, etc., at the same time, the cylinder head assembly, intercooler, etc., are primarily parts provided by suppliers, and they are guaranteed for five years/150,000 kilometers.
In addition to the above items, the warranty period of other parts is still three years. The 7-year 150,000 km warranty of Dongfeng Fengfengfeng 580 only covers a small part of the hardware. During the warranty period, when the warranty parts have problems and need to be replaced, they will be charged in depreciation.
It can be said that the so-called 7-year/150,000 km super warranty service of Dongfeng Glory 580 is to increase the attention of new cars in the market and play a "word game" with consumers. This routine even has to be accepted by the cousin.
30 repairs in 10 months, car owners can't feel at ease
Dongfeng Glory has previously attracted many consumers to buy by its low-price strategy. Still, with the frequent occurrence of quality problems in the later period, consumers have realized that the quality of the Dongfeng Glory brand's products is not as good as it was initially advertised. In particular, the former primary sales model, then 580, became the object of concentrated complaints from car owners in the later stage.
I have repaired more than 30 times in 10 months. Doesn't it sound incredible at first?
However, this happened to Mr. Tian, the owner of the Shandong car!
According to a report from "Auto Consumer Network": On February 4, 2017, Mr. Tian bought a new Dongfeng Glory 580 locally, but he did not expect that the problems would appear one after another so far. According to the car owner, Mr. Tian, he spends most of his time repairing the car almost every month, and in severe cases, he has not even dared to drive the car after being parked at home for three months.
According to Mr. Tian's description, buying this car is simply trouble for himself. The current problems of the car include battery loss, airbag failure lights, gearboxes, reversing radar failure, air conditioning failure, engine failure, sunroof leaks, one-key access failure, electronic handbrake failure, unable to start, etc.… There are so many problems, how can this make car owners feel at ease?
This kind of problem does not only exist in Mr. Tian's car. After checking the complaint report of the car quality network, my cousin found that there were as many as 2,810 complaints about the 2016 Glory 580, and there were as many as 257 service complaints, far exceeding the industry. Average complaint rate. Among them, in the body accessories and electrical appliances sector alone, the number of complaints was as high as 845, accounting for more than 30%, which is the highest in the industry.
In addition, the suspension system and engine of the Glory 580 are also the focus of consumer complaints, such as engine stalls, abnormal noise, oil leakage, transmission failure, and even brake failures, which are severe manufacturing defects.
Cousin can only say that it is not unreasonable that the sales volume of the Glory 580 has fallen so sharply as it is today.
Poor terminal management
The problems of Dongfeng Glory are not only in the production and manufacturing links but also in the vast omissions in the terminal after-sales maintenance system.
Some car owners complained about the car quality website: The new car they bought turned into a "stock car." When picking up the car, it was found that the indoor lights and the passenger airbag were damaged, and the air conditioner had a leaking watermark, and the glass window rubber was cracked. The remote control key malfunctions and other problems.
The experience of this car owner is even more sympathetic. Not only was the car involved in the 4S shop selling the accident car, but the 4S shop forged signatures, forcibly detained the car, and charged a GPS installation fee, but found that it was not installed.
What made the car owner even more chilling was that after only one week of buying the car, the 4S shop immediately "closed."
This also directly exposed the inaction of Dongfeng Glory in the construction of the terminal system and the quality of after-sales service, but ultimately let consumers bear the bitterness.
cousin comments
Behind the rapid development of Dongfeng Glory, the frequent product quality problems and the chaotic and flawed terminal management system make consumers who purchase Dongfeng Glory products bear the bitter fruit.
If you want to draw a passing line for the car brand, today's Dongfeng Glory is not up to the passing standard. If you can't calm down and make a solid product, the sales and reputation of Dongfeng Glory will surely collapse.
DongFeng Glory 580