When it comes to recalls, most consumers will think of words such as “quality problems†and “manufacturer's skills are poorâ€. However, the fact is exactly the opposite. Auto recalls by manufacturers are a reflection of manufacturers’ responsibility to consumers.
The recall of automobiles has long been a new issue in countries such as the United States, Japan, South Korea, and European countries. Li Jinyong, general manager of Zhongwu Subaru (Beijing) Automobile Sales Co., Ltd., told reporters that "the recall of auto manufacturers reflects the integrity of manufacturers." In Subaru's case, the recall not only did not affect Subaru's image in the customer's mind, but also increased the customer's trust in Subaru.
Small changes reflect great integrity
On February 1, 2005, Fuji Heavy Industries Subaru Motor Co., Ltd. announced that the Legacy 3.0 sedan, which was manufactured from February 2, 2004 to June 1, 2004, had a defect in the design of the rear stabilizer bar, which may be in exceptional circumstances. It will happen that the stabilizing rod and the caliper oil inlet tube screw are scraped off, so that the brake oil is leaked and the braking effect is reduced. Therefore, Fuji Heavy Industries took the initiative to recall 04 Legacy 3.0 cars. The recall was based on the assumption that 80,000 vehicles were sold globally; one case was discovered by technicians when doing maintenance inspections in Japan; there was no user complaints. In this case, Subaru took the initiative. Announced recall.
In fact, the method of improving the recall defect is very simple: only two special rubber sleeves need to be installed on the inside of the rear stabilizer bar fixed rubber sleeve, and it can be fixed with a special sleeve, and the entire conversion process can be completed in about 10 minutes. General Manager Li told the reporter that although this small defect was insignificant in the eyes of some people, Fuji Heavy Industries, in line with the principle of being responsible for user safety and being responsible for the quality of its products, achieved global quality integration management and voluntarily recalled 04 Legacy 3 .0 cars. A small change reflects the manufacturer’s responsible attitude toward consumers while demonstrating integrity.
"Lightning action" wins the hearts of customers
According to President Li, Fuji Heavy Industries announced that the news of the recall of the Legacy 3.0 sedan on the day of the year was published on various websites, newspapers, and radio stations. Many customers called inquiries about the details of the recall. For Zhongmu Subaru (Beijing) Automobile Sales Co., Ltd., the most important issue is time. The recall was announced on February 1st. The recall period is February 1, 2005 - May 5, 2005. February 9th is the Spring Festival. Once the recall is handled improperly, it will affect the feelings of the owners and affect the consumers. Views on Subaru cars.
In order to better complete the recall, Zhongmu Subaru (Beijing) Automobile Sales Co., Ltd. organized a beautiful "lightning action." At the same time that Fuji Heavy Industries announced the recall, Zhongmu Subaru (Beijing) Automobile Sales Co., Ltd. immediately launched a simultaneous recall improvement work. First of all, the company invited users from Beijing to the 4S store to explain to users the significance of the recall and the time and importance of the improvement work, and invited the user to witness the entire process of improvement work. And after doing a good job of improving the safety testing for the user's vehicle for free, to ensure that users can have a peace of mind.
For foreign users, the company relied on the repair stations of local dealers to do recalls and improvement work for users, and promoted Fuji Heavy Industries to pay attention to user safety, people-oriented, and globally integrated quality management system, while sending greetings to users. In order to improve efficiency, the company sent people to fly to Urumqi by air, drove more than 2,000 kilometers to Dalian, Harbin, Jinan and other 6 provinces and 7 cities for 15 vehicles to improve their work.
General Manager Li told reporters that the most touching scene appeared in Urumqi. When the Subaru users in Urumqi saw the recall message, they called the company several times and asked the company to follow the principle of thinking for the users and solving the problems as soon as possible. With his technician, Li always traveled to Urumqi directly at his own expense. When the user sees the improvement process as simple as that, he feels very sorry to think that there is no need to worry so much. “Looking at the user's confidence, a stone in our heart is also falling. The trust that we can obtain is what we have been pursuing.†Li told reporters.
Recall is not show
In the industry, in addition to Subaru, there are many manufacturers have recalled. There are no shortages of manufacturers who make large-scale propaganda on the occasion of their recalls. Inevitably, some of them are suspicious of showmaking. Is Subaru's recall also a show? Faced with reporters' questions, Li Jinyong told reporters: Subaru's recall is complete. It is from the consumer's perspective to think about the safety of consumers. Compared with other large-scale propaganda and hype recalls, Subaru’s recalls appear to be quiet, Subaru just recalled online a recall announcement, and then telephoned the owner of the recalled vehicle.
“Any car manufacturer is not willing to have problems with their own vehicles and they are pursuing perfection, but perfection is based on a bit of improvement. We are not afraid of problems. We have to admit that it is what we are pursuing. "Like President Li smiled and asked reporters. Didn't conduct a little media propaganda as a show? Do you believe that only consumers have the right to answer this question?" "This recall has not affected consumers' views on Subaru, but has even increased their trust." Honest companies can win the hearts of consumers and establish a good reputation and build a high-quality brand.
Related Links: Correct Recognition of Recall
With regard to recalls, industry professionals stated that the "Regulations on the Recall of Defective Automobile Products" was officially released on March 15, 2004, and was implemented starting from October 1. As the implementation time is not long, the system still needs improvement. Some manufacturers took up the idea of ​​a recall, using the recall to carry out large-scale propaganda and hype, which is the performance of domestic manufacturers and consumers who have not fully understood the recall.
In fact, recall abroad is a very common thing. The automobile recall system was established as early as the 1960s and has been widely implemented in developed countries and regions such as the United States, Japan, and European countries. Among them, the United States has the longest history of recalls and related management procedures are the most stringent. The United States began recalling defective cars as early as 1966. The models involved include cars, trucks, buses, and motorcycles. Nearly all automobile manufacturers worldwide have experienced recalls in the United States. Nowadays, the active recall of defective products has already involved other product areas, not just the automotive market. Recall has become an increasingly common behavior. Recall not only reflects the responsibility of the company to consumers, but also Embodies the government's responsibility to the public interest.
With the increasingly perfecting of the recall system, automobile manufacturers will establish a strict quality control system to improve the competitiveness of China's auto industry and improve the market competition mechanism. It helps to optimize the business philosophy of car companies promoting customer supremacy and build the brand image of auto manufacturing companies. However, for many small and medium car manufacturers in China, they are afraid of a recall. The reason is that many small and medium-sized enterprises will have a heavy burden due to the weak financial strength and low technical content. However, looking at the overall implementation of this system will accelerate the survival of the fittest in the Chinese auto industry, promote the improvement of the quality of China's auto products and enhance the core competitiveness of the entire national auto industry. (Qian Yu Wang Wanli)
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