While most auto brands flaunt their cutting-edge technology or performance, Chinese EV maker Aito is turning heads for a different reason—customer satisfaction. Backed by tech giant Huawei, Aito’s newly revamped M7 SUV has been such a hit that production is struggling to keep pace with demand. But what sets the brand apart is its innovative approach to customer relations: compensation for delivery delays.

Aito might be a strong Tesla competitor in China soon enough

For each day an M7 buyer waits beyond the scheduled delivery, Aito promises a 200-yuan ($27.35) payback, capped at 10,000 yuan. Although this might appear to be a mere PR stunt, the decision marks a significant shift in the fiercely competitive electric vehicle market. In an environment where missing a deadline can result in losing a potential customer to competitors like Tesla, Li Auto, or Nio, Aito’s strategy has both short-term and long-term implications.

China

The short-term gain is obvious—keeping impatient customers loyal to the brand. But it’s the long-term implications that make the move truly intriguing. Aito is setting a precedent for consumer-focused practices in an industry where the spotlight is often on technology and performance metrics. Essentially, Aito seems to be saying that the customer experience is just as crucial as the vehicle itself. This could herald a sea change in how other companies market electric vehicles, with a greater focus on the buying process, not just the car.

With over 60,000 orders in just one month for the M7, Aito has laid down the gauntlet to other EV giants, particularly as it looks to meet China’s booming 2023 sales target of 8.5 million electric cars. With the M7 offering a driving range of 1,300 kilometers and running on Huawei’s HarmonyOS, the brand shows promise in tech as well as customer service. While it’s still early days, this new angle could very well become a key part of Aito’s path through the Chinese electric vehicle market.

RELATED:

(Via)

RELATED ARTICLESMORE FROM AUTHOR