Economic Daily: Falsely claiming mileage damages reputation

In the ranking of factors that cause dissatisfaction with the use of new energy vehicles, the problem of insufficient battery life ranks first. Consumers are not satisfied with the relevant responses of automobile manufacturers to their doubts. New energy vehicle manufacturers need to see the development trend of the market, determine the direction of their efforts, and effectively solve the problem. Only in this way can the reputation of new energy vehicles get better and better, and the development path of the industry can become wider and wider.

The problem of "false labeling" of the range of new energy vehicles troubles many new energy vehicle owners. Recently, the "China New Energy Vehicle Market Insight Report 2021" jointly released by DoCar, China Electric Vehicle 100 and Juliang Suansu shows that in the ranking of factors of dissatisfaction with the use of new energy vehicles, insufficient range accounts for 30.3%, ranking first. According to consumer feedback, the range problem is mainly concentrated in three aspects. First, the actual range of some models is reduced compared with the advertised mileage, especially in winter when the range is quickly degraded at low temperatures; second, the range displayed on the vehicle dashboard is often inaccurate; third, the charging is slowed down and the range is reduced due to "locking the battery".

In response to consumers' questions, relevant new energy vehicle manufacturers said, "NEDC (New European Cycle Test) standard testing is used", "There is a clear explanation below the product introduction", "The activity of lithium batteries decreases in low temperatures in winter", etc.

The reasons are high-sounding, but the standards are not a shield, and consumers will not buy it. The three problems of the above-mentioned new energy vehicle range can be summarized as one - the problem of corporate integrity. Faced with inconsistent standards and a gap with the actual range, car owners have a great sense of gap. However, as a high-end durable consumer product, new energy vehicles are essentially different from ordinary commodities. In addition, it is difficult to prove that even if consumers are dissatisfied, they cannot replace or abandon them at will. Most of them can only suffer in silence. In the long run, if the trust of consumers is lost, the new energy vehicle industry and manufacturers will suffer.

In terms of the range test standard, new energy vehicle manufacturers should take the initiative to "upgrade". Previously, the mandatory national standard "Limits of Fuel Consumption for Passenger Vehicles" (GB 19578-2021) organized and formulated by the Ministry of Industry and Information Technology was approved and issued. The document proposes that before 2025, the test conditions for traditional energy passenger vehicles and plug-in hybrid electric passenger vehicles will be switched from NEDC to WLTC (Worldwide Harmonized Light Vehicle Cycle Test). The change in conditions will affect the comprehensive fuel consumption of vehicles. The sooner you take the initiative and adapt, the sooner new energy vehicle manufacturers should have a long-term vision and plan for the future.

In terms of performance promotion, new energy vehicle manufacturers must seek truth from facts and put integrity first. On the one hand, they should improve their promotional methods and clearly inform consumers of the relevant information about the mileage; on the other hand, they should conduct actual road tests under different road conditions, different seasons, and different driving situations, and publish relevant data for consumers' reference. Although these data are not as good as "rational mileage", they are more meaningful for consumers.

Technically, "locking the battery" means that car companies lock the SOC (battery state of charge) by rewriting the BMS (battery management system) of electric vehicles, thereby controlling the battery capacity and charging and discharging performance so that it can operate under designed conditions. At present, most car companies "lock the battery" to improve driving safety and extend the service life of the battery. This actually reflects from the side that there is still room for improvement in battery safety technology. Compared with adjusting the performance of existing battery systems and reducing the driving experience of car owners, upgrading battery materials, improving battery quality and other technological innovations may be a better way to solve the problem.

Trends represent directions. New energy vehicle manufacturers need to see the development trend of the market, determine the direction of their efforts, and cherish their consumers. Only by properly handling consumers' dissatisfaction and doubts and taking practical measures to solve the problems can the interaction between manufacturers and consumers become more positive, the reputation of new energy vehicles can be better and better, and the development path of the industry can be broader and broader.