On April 20, Fast Technology reported that at the recently opened Shanghai International Automobile Exhibition, the audience at the BMW Mini booth encountered "differentiated treatment": the Chinese little sister wanted to get free ice cream, and was told that it had been distributed, but not long before, When foreign visitors arrived at the booth, the staff not only handed out ice cream, but also enthusiastically taught them how to open the package for eating 。

After the release of this situation, netizens were indignant. Many people said that it was 2023 and they still did this, which was really disgusting.

After the public opinion ferments, the MINI Chinese official issued an apology statement this afternoon:

The "Shanghai Auto Show Live Gift - Sweet Pet" activity initiated by MINI is intended to give sweetness to friends of all ages who visit the show. Our internal management was not meticulous and our staff were derelict, which caused everyone's unhappiness 。 We sincerely apologize for this!

We review ourselves, improve management, strengthen internal training, and strive to provide good service and experience for every friend. I sincerely apologize to you again!  

After this simple apology statement was issued, it caused a strong proposal from netizens, because it was simply a microblog, and there was no written document at all, let alone the signature and seal. Many people said in the comment area, "This is it?" "AI can write better than you".

Interestingly, on the eve of this Shanghai International Automobile Exhibition, BMW held the Night of Vision for the Future event, which was delivered by senior executives in fluent Chinese“ The trend of China today will lead the direction of the world tomorrow ”"China is where the future lies", "BMW's family is in China", "If you can excel in China, you can excel in the world", "BMW's confidence and commitment to China have never wavered" and so on, which make many people directly call BMW's big pattern.

However, the differentiated treatment events in the past two days completely defeated the goodwill BMW had created a few days ago. The painless response and apology made many people discredit on the spot and said they would never buy BMW products again.