Domestic brands are still one "recall" away from foreign brands.
Starting from September 15, XPeng Motors will recall some XPeng P7+ vehicles produced between August 20, 2024, and April 27, 2025, a total of 47,490 vehicles.
The official reason for the recall is that there are abnormalities in the electric power steering system, posing potential safety hazards. Perhaps there is also a hidden reason: the authoritative media Economic Information Daily reported on the rights - protection incidents of XPeng P7+ owners caused by the design flaws of the steering gear. Many media outlets such as Xinhua Net and The Paper widely reposted the reports, forming a strong public - opinion guidance force.
From secretly applying sealant to the steering gear interface to filing a recall plan with the State Administration for Market Regulation, XPeng Motors' bold move marks that new - energy vehicle manufacturers are beginning to face up to vehicle quality issues.
Data from the State Administration for Market Regulation shows that the total number of domestic passenger vehicle recalls in 2024 exceeded 11.12 million, a year - on - year increase of 65.3%. Among them, the number of new - energy vehicle recalls soared by 137.5%. On the recall list, BMW, Tesla, and Mercedes - Benz ranked in the top three. Changan was the only domestic brand on the list, while most of the up - and - coming new - energy vehicle manufacturers had almost zero recalls.
Picture/Domestic passenger vehicle recall statistics over the years. Source/Screenshot from Internet, New Energy Outlook
Does it mean that the new - energy vehicle manufacturers in China have excellent quality without any flaws? Obviously not. Behind the recall list lies a deep - seated reflection of the Chinese automotive industry: while foreign brands regard recalls as a normal part of their responsibility, some domestic brands are still avoiding problems and engaging in under - the - table operations.
A recall is not a stain on a brand but a manifestation of responsibility towards consumers. If Chinese domestic brands want to truly rise, perhaps they only need to take this "recall" step - the courage to face problems head - on, the attitude of actively taking responsibility, and a sound after - sales service system.
He Xiaopeng himself said in an interview at the Munich Auto Show that in the future, the large companies that will survive will all be global companies. So, domestic brands need to learn the lesson of "recalls".
Two extremes in recalls: Why do foreign brands "admit mistakes actively"?
The data in the 2024 Chinese automotive recall list is thought - provoking. BMW topped the list with a recall scale of over one million vehicles, followed by Tesla and Mercedes - Benz. The top five were all foreign brands, which formed a sharp contrast with domestic brands.
Changan Automobile was the only domestic brand among the top ten. The up - and - coming new - energy vehicle manufacturers, whose sales are rising steadily, were "invisible" on the recall list. NIO, XPeng, Li Auto, Zero Run, and Zeekr almost all maintained a "zero - recall" record.
This contrast is confusing.
Objectively speaking, active recalls by foreign automakers have become a normal practice. BMW launched a large - scale recall last year due to potential hazards in the braking system; Tesla quickly responded to seat - belt issues; Mercedes - Benz voluntarily recalled vehicles due to software problems.
These companies have already incorporated recalls into their normal business processes. A recall is not negative news but a sign of responsibility.
Notably, with the development of intelligent connected vehicles, OTA technology has provided a new way for recalls. Tesla has solved many software problems through remote upgrades, which not only reduces costs but also improves efficiency.
Picture/Tesla OTA upgrades. Source/Screenshot from Internet, New Energy Outlook
Foreign brands' attitude towards recalls is: proactive, transparent, and efficient. They are not afraid to expose problems but are actively solving them.
In contrast, domestic brands, especially new - energy vehicle manufacturers, have almost no recall records. This is not because their products are flawless but because problems are being dealt with in other ways.
Before the official recall of the XPeng P7+ model, it was reported that the company tried to solve the steering gear problem by applying sealant, required owners to sign confidentiality agreements, and even attempted to cover up the problem through OTA upgrades.
Picture/Sealant at the steering gear interface of the vehicle. Source/Screenshot from Internet, New Energy Outlook
There is an unspoken rule in the automotive industry for dealing with quality problems: handle individual cases through customer complaint channels to avoid public recalls. Notify a small number of owners to come to the store for repairs without making a public statement. Use terms like "free inspection" or "upgrade service" instead of "recall".
This approach may maintain the brand image at the lowest cost in the short term but will cause long - term hidden dangers. When consumers discover the truth, their trust will be shattered.
Some media analysis shows that the cost of a steering gear assembly is about 6,000 yuan. Since the XPeng P7+ was launched in November last year, more than 67,000 vehicles have been delivered. Recalling 47,490 vehicles this time will cost nearly 300 million yuan. In comparison, XPeng Motors had a net loss of 480 million yuan in the second quarter, and 300 million yuan may also affect its "profit in the fourth quarter" plan.
Picture/Quarterly net losses of XPeng Motors in recent years (Unit: million yuan). Source/Screenshot from Internet, New Energy Outlook
Foreign brands have been deeply involved in the Chinese market for many years and have established a mature quality feedback and recall system. They understand that although an active recall may increase short - term costs, it protects the brand value in the long run.
Chinese domestic brands are still in the growth stage. Sales and market share are important, but building consumer trust is equally crucial. Avoiding recall issues will ultimately harm the brand itself.
The trust crisis of new - energy vehicle manufacturers: Under - the - table operations are more terrifying than the defects themselves
Domestic brands, especially new - energy vehicle manufacturers, often resort to under - the - table operations when dealing with quality problems, which is the opposite of a "recall".
Zeekr was reported to have issues with battery range shrinkage. Initially, the manufacturer remained silent and secretly restricted the battery power from the backend. Later, when the owners protested strongly, the company privately provided a solution, surreptitiously "replacing the goods" under the guise of battery testing, claiming that the batteries were defective and replacing them for a group of owners.
Picture/Zeekr complaint cases. Source/Screenshot from the China Automobile Quality Network, New Energy Outlook
These cases reflect that the quality control systems of new - energy vehicle brands are not yet mature. What's more worrying is that these problems are often not individual cases but batch - related quality defects. However, manufacturers choose to handle them on a case - by - case basis to avoid public recalls.
Data from third - party institutions shows that the fault - complaint rate of domestic brands for vehicles over five years old is 12% higher than that of joint - venture brands, which exposes the shortcomings of domestic brands in long - term reliability.
In the era of smart cars, OTA technology should be a powerful tool for solving problems. Tesla uses OTA to solve software problems and improve user experience, which is the correct application of technological innovation. However, some companies abuse this technology.
Some domestic brands use OTA upgrades to cover up defects and secretly fix quality problems that should have been recalled. Before the recall, XPeng Motors also tried to solve the steering problems of some owners through OTA upgrades without filing with the regulatory authorities, disappointing consumers' trust.
Picture/Abnormal steering situation of XPeng Motors. Source/Screenshot from Internet, New Energy Outlook
The automotive recall system has a strict process. The State Administration for Market Regulation is responsible for supervising the recall work. Manufacturers are obliged to report information on defective products, followed by defect investigations, risk assessments, formulating recall plans, and finally implementing recalls and evaluating the effects.
From problem discovery, investigation and assessment to recall implementation, professional and transparent operations are required. This process ensures the protection of consumer rights and encourages enterprises to continuously improve product quality.
A recall means safety protection for consumers and has a dual impact on enterprises: facing cost and image pressure in the short term but accumulating trust and enhancing brand value in the long term. Under - the - table operations may avoid negative exposure temporarily, but once exposed, the trust crisis will be more severe. A defect may just be a technical problem, but hiding a defect is an issue of integrity.
New - energy vehicle manufacturers need to understand that trust is their most valuable asset. Without trust, even the most advanced technology cannot win the market.
From "zero - recall" to "dare to recall": A compulsory course for domestic brands
New - energy vehicle manufacturers are facing development bottlenecks. While their sales are increasing, their sense of responsibility should also be enhanced. "Zero - recall" should not be the goal.
Take XPeng as an example. XPeng Motors' sales soared in 2025, with cumulative deliveries in the first eight months exceeding 270,000 vehicles. However, as sales increased, quality problems gradually emerged. XPeng P7+ owners had previously reported abnormal noises from the steering gear, and the solution they received was "applying sealant".
Picture/XPeng Motors' delivery data in August. Source/Screenshot from Internet, New Energy Outlook
This temporary solution has caused widespread dissatisfaction among users. When facing product defects, enterprises should take the initiative and establishing a mature recall mechanism is not an option but a necessity.
Changing the concept is the first step. A recall is not a stain on a brand but a sign of responsibility. Only by facing problems bravely can problems be truly solved.
Regardless of the reason for XPeng Motors' recall this time, we should praise this new - energy vehicle manufacturer. Recalling nearly 48,000 vehicles and replacing the improved steering gear assemblies for free shows that domestic brands are beginning to face up to problems.
In fact, our regulatory policies are also being improved. The competent authorities are strengthening the quality supervision of automotive products, improving laws and regulations on the recall of defective products, and establishing a stricter punishment mechanism. At the same time, a rapid - response mechanism is being established, and the quality - monitoring system is being improved to detect potential problems in advance.
Picture/XPeng Motors' recall notice. Source/Screenshot from Internet, New Energy Outlook
Sincerity is the key, and transparent communication is the bridge. New - energy vehicle manufacturers represent the future of the Chinese automotive industry. In addition to technological innovation, they should also attach importance to taking responsibility. Domestic brands should actively explain the truth of the problems to consumers, sincerely apologize and explain the solutions, and promptly announce the recall progress.
It should be especially noted that our consumers are rational - they can accept that products may have defects but cannot accept being deceived! This has been verified by countless incidents of owners holding banners to protest.
Chinese domestic brands have proven that they can produce good cars. Now they need to prove that they can be fully responsible for their products. From "zero - recall" to "dare to recall", this is a compulsory course. Only after passing this course can they truly compete with world - class brands.
Reduce under - the - table operations and increase transparent responsibility. Only in this way can domestic brands truly become large - scale enterprises in the new - energy field, not just high - volume sellers. A recall is not the end but a new starting point. It is a sign of brand maturity and an expression of quality confidence. This path is not easy, but it must be taken because consumers deserve better treatment, and the Chinese automotive industry deserves a better future.
This article is from the WeChat official account "New Energy Outlook" (ID:xinnengyuanqianzhan), author: New Energy Observer. It is published by 36Kr with authorization.