贝壳车评｜干了这杯“皮子水”，一汽奔腾的营销能“解渴”吗？

Core Viewpoint - The automotive industry is experiencing a trend of extreme marketing tactics, particularly among new energy vehicle companies, which may detract from genuine consumer trust and product quality [1][2]. Group 1: Marketing Trends - New energy vehicle companies are increasingly resorting to unconventional marketing strategies, such as drinking water infused with car seat materials, to stand out in a competitive market [1]. - The reliance on sensational marketing reflects a broader issue in the automotive market, where exaggerated claims and competitive undermining are common, leading to a perception of vehicles as "technological myths" rather than practical transportation [1]. Group 2: Industry Challenges - The shift from a growth phase to a competitive phase in the automotive market has intensified product homogeneity and price wars, making marketing the most accessible avenue for differentiation [2]. - Over-reliance on marketing can lead to a "path dependency," where resources are diverted from research and development, potentially compromising product quality and innovation [2]. Group 3: Recommendations for Improvement - New energy vehicle companies should focus on enhancing technical capabilities and product quality rather than engaging in gimmicky marketing [2]. - Companies are encouraged to address consumer concerns, such as battery range accuracy and charging efficiency, rather than relying on superficial marketing claims [2]. - With increasing regulatory scrutiny on false advertising, the industry is moving towards a more rational approach, emphasizing solid R&D investment and verifiable product advantages [2].