一个汽车造词者的自白

Core Viewpoint - The article discusses the marketing strategies in the automotive industry, particularly focusing on the trend of creating new terms and concepts to attract consumers and differentiate products in a competitive market [2][11]. Group 1: Marketing Strategies - The automotive industry is increasingly relying on innovative terminology to create a sense of advanced technology and exclusivity, often using complex phrases to describe basic features [3][4]. - Companies are engaging in a competition of creating new terms, such as "L2.9" or "L2.99," to describe their technology capabilities, which can mislead consumers about the actual functionality [6][9]. - The marketing approach emphasizes creating an illusion of expertise in areas where actual technical knowledge may be lacking, leading to consumer confusion [8][11]. Group 2: Consumer Perception - Over 70% of consumers report feeling confused by the complex terminology used by car manufacturers, which can hinder their purchasing decisions [11]. - The frequent use of newly coined terms and obscure abbreviations can dilute brand recognition and consumer trust, ultimately affecting brand equity [11]. - Despite the potential negative impact on consumer understanding, companies prioritize short-term marketing gains over long-term brand integrity [12]. Group 3: Industry Dynamics - The article highlights a shift in consumer behavior, where buyers are more focused on emotional value and unique experiences rather than just product quality [12]. - The competitive landscape is described as "super hot," with companies needing to leverage limited budgets to create unique selling propositions through creative marketing [12]. - The narrative suggests that the automotive industry is adopting strategies from the tech sector, particularly in how marketing and product launches are approached [12].