花重金请“神仙姐姐”们代言，不如“真金白银”补贴购车者丨有点逸思

Group 1 - The automotive industry is increasingly utilizing celebrity endorsements as a marketing strategy to enhance brand visibility and connect with diverse consumer demographics [1][2] - Celebrities can help automotive companies achieve "breakthrough" communication, allowing new car information to reach a broader audience beyond traditional automotive channels [2] - The cost of hiring celebrities is relatively minor compared to the billions spent on vehicle development, making it an attractive option for companies aiming to create blockbuster models [2] Group 2 - Despite the initial boost in awareness, the effectiveness of celebrity endorsements in driving actual sales conversion remains uncertain, as evidenced by declining sales figures for brands like Zhijie and Tengshi [3] - Consumers tend to prioritize product attributes such as performance, price, and after-sales service over celebrity influence when making purchasing decisions in the automotive sector [3] - The risk associated with celebrity endorsements includes potential backlash if a celebrity's public image deteriorates, which can negatively impact the associated brand [3][4] Group 3 - The rapid termination of partnerships, such as with Infiniti and Wang Leehom, highlights the volatility and risks involved in celebrity endorsements [4] - Ultimately, the success of a vehicle as a bestseller is more likely tied to its value proposition rather than celebrity association, emphasizing the need for companies to focus on product quality and pricing strategies [4]