The Chinese car brand Geely is currently reeling from a couple of customer-generated posts on social media. One involves a poor paint job on a brand-new Emgrand, while the other is about a Coolray with a malfunctioning fuel pump. The latter took social media by storm by virtue of being unbelievably ridiculous.
After being returned to the service center—this after the owner had been promised that the vehicle would already be problem-free—the car was left virtually unattended. After waiting for four months, the owner found the unit dirty and under the sun. Best of all, the cabin was littered with wrappers for junk food and beverages. Needless to say, this particular story made a number of potential buyers think twice about purchasing a Geely. And for good reason. This was a clear double whammy: quality issue and after-sales service issue.
Worst, the distributor (Geely Philippines) chooses to remain mum about the matter, leaving customers to wonder if they can truly trust this car brand. Now, I’m familiar with the news-blackout approach to customer complaints. Years ago, I found myself embroiled in a “scandal” that was actually the fault of the authorities’ witness (or source of information). My employer decided to play the silent game to the detriment of my reputation. Because my company then did not defend me publicly, the general sentiment was that I was guilty—plain and simple.
Fast-forward to the present and some clueless people still think I was to blame for the incident. I’m not here to redeem my good name. I’m happy where I am now. I’m just using my own case as an example of how a chain of actions can influence everyone’s perception. Which, in this day and age, can make or break you. So, am I saying that Geely’s silence through all this is wrong? I’m sure I am not in a rightful position to judge that. Maybe they just want to resolve this quietly. As long as the aggrieved party is recompensed, I’m fine with that.
The problem is the big question mark in the minds of customers. Are Geely cars bad in the first place? Can I count on a Chinese car brand? If I buy a Geely car and I face the same misfortune, will I have to deal with the same substandard service? Questions that can be addressed by a competent PR team. I don’t know about you, but I would certainly trust a firm that willingly provides forthright answers instead of one that prefers a reticent strategy.
Geely, I believe, is a good brand. And it’s a brand that deserves good management. It should be ready to tackle situations like these. There will always be lemons, and there will always be disgruntled customers. These things happen, and sometimes through no fault of the brand. But the problem Geely is facing now is definitely the brand’s shortcoming. There is such a thing as command responsibility.
The public needs an honest organization that will own up to the mistake and promise to be better. No ifs, no buts. Sure, the virality of the issue will die down in a week or two. But the damage it will inflict on Geely’s reputation could be a lot more lasting. Just speak up with confidence and sincerity. Assure your patrons that they can still rely on you. You will be thankful that you did.
* * * FILL YOUR TANK: “Let no corrupt word proceed out of your mouth, but what is good for necessary edification, that it may impart grace to the hearers.” (Ephesians 4:29)
