营销频“翻车”？理想汽车用歼-20做推广被指侵权

Core Viewpoint - Li Auto is facing a significant public relations crisis due to unauthorized use of military aircraft images in its marketing campaign, leading to allegations of intellectual property infringement and false advertising [2][4][5] Group 1: Marketing Controversy - The China Aviation Industry Cultural Center issued a query letter to Li Auto, accusing the company of using images of military aircraft such as J-20, J-10, and KJ-500 without authorization in its September promotional materials [2] - Li Auto's marketing campaign, themed "With the Country's Dream, With the Family," was criticized for allegedly misleading the public and violating intellectual property rights [2][4] - In response, Li Auto has paused its promotional activities and is in contact with relevant departments of the aviation industry for verification [4][5] Group 2: Sales Performance - Li Auto's sales performance has been declining, with a total of 263,198 new vehicles sold in the first eight months of the year, representing a year-on-year decrease of 8.64% [6] - In July, the company experienced a nearly 40% year-on-year drop in sales, delivering only 30,731 vehicles, which led to its exclusion from the top three in the "new force" sales rankings [6] - August sales further deteriorated, falling below 30,000 units and declining by 41% year-on-year, resulting in NIO surpassing Li Auto in sales [6] Group 3: Brand Image and Reputation - The marketing missteps and declining sales have contributed to a negative impact on Li Auto's brand image and reputation [5][6] - Previous controversies, such as the misleading crash test video involving the Li Auto i8, have already raised concerns about the company's marketing practices [5] - The ongoing issues suggest a potential vicious cycle where marketing failures exacerbate sales challenges, leading to further reputational damage [6]