Zhong Guo Qi Che Bao Wang·2025-08-20 04:42Core Viewpoint - Li Auto is facing significant public backlash due to a series of incidents, including a crash test controversy and negative behavior associated with its car owners, leading to a tarnished brand image and pressure on both the company and its customers [1] Group 1: Public Relations and Crisis Management - Li Auto's legal department has stated intentions to pursue accountability through legal means, while founder Li Xiang has indicated awareness of external manipulation behind the public sentiment [1] - The company's past responses to controversies, such as suing a car service shop for trademark infringement, have been criticized as disproportionate and have resulted in a loss of public goodwill despite winning the case [2] - Li Xiang's controversial statements and marketing strategies have contributed to a negative public perception, creating a stereotype that associates the brand with arrogance and entitlement [3][4] Group 2: Impact on Brand and Customer Trust - The public's reaction to Li Auto's handling of incidents, particularly the release of sensitive data, has led to a significant erosion of customer loyalty and trust, with some customers even considering legal action against the company [4] - The deep connection between Li Xiang's personal brand and Li Auto has resulted in a situation where his controversial remarks are interpreted as the company's stance, further complicating the brand's public image [4] - The current competitive landscape for electric vehicles has shifted towards a battle of values, where consumer trust and identity are paramount, and Li Auto's recent controversies threaten its core competitive advantage [5]