In just one week, the "Mercedes-Benz man plugged and smashed the hood of the Internet celebrity grandmother Chery car" was picked up by netizens for more information, and with the Mercedes-Benz dash cam and Xu Wengang monitoring **successively**, there was also a reversal, and netizens questioned whether Chery cars enjoyed the priority of alternate traffic and whether there was a "collision" behavior.
What everyone thought was a "good person" now doesn't look so good. This incident can be described as a typical case in the "post-truth era", and in the emotional communication, the truth is gradually presented after several "scrutiny". At present, Chery Automobile's official Douyin and Weibo still retain the ** that cares for Chery car owners (Internet celebrity grandmothers), and the local 4S store not only provides damage assessment and maintenance services, but also prepares a Tiggo 9 as a scooter for Chery Automobile, and gives a fruit basket
But the spearhead of ** also pointed at Chery after the reversal of the incident, in the comment area of the related **, the original voice of Chery applauded has turned into a cynicism with a gun and a stick, Chery did not catch this wave of wealth, but had a hint of self-defeating. But let's think about it, did Chery really do it wrong?
In recent years, car brands have begun to clamore for "user-oriented brands", that is, to exchange better services for user stickiness and sales, Chery is one of the most fierce, it has brought users a lifetime warranty, and has also launched a variety of care services. So what is the problem of providing a scooter for a car owner who has an "accident" in a different place, as well as routine services such as damage assessment and maintenance? That's probably something that the vast majority of user-oriented brands do.
In 2022, a user who bought Kirin G6 in 2012 contacted Li Xueyong, general manager of Chery Marketing Company, in a private message on Douyin, explaining the cause of his fuel tank cap damage, and asking if he could help find the part. After seeing the private message, Li Xueyong really arranged for someone to find the relevant resources of the part, and finally helped the user.
As for why Chery said that it was "self-defeating", it was nothing more than the good people in the incident, and in the end it was found that it was not so good. But, what does this have to do with Chery? As a brand, Chery has no obligation or power to judge the rights and wrongs of both parties in the incident, nor does it have the ability to screen the truth of the incident in the "post-truth era", after all, it is not only Chery who has been led astray, but also thousands of netizens. Starting from the simple origin of "human nature is good", providing services to users is not inappropriate in the author's opinion.
Of course, Chery's idea of marketing through this event is obvious, but this idea is not vicious, both the starting point and the final content to be expressed is nothing more than to tell everyone that Chery's customer service is doing a good job. Just like the sentence at the end of Chery Automobile-Chery will continue to care for every car owner.