每经热评 | 奇瑞天门山挑战“翻车”，汽车营销要从“天梯”回到“路上”

Core Viewpoint - Chery Automobile's recent marketing stunt at Tianmen Mountain has raised significant public concern and criticism regarding the brand's marketing strategies and the potential risks associated with such high-stakes promotional activities [2][3] Group 1: Incident Overview - On November 13, Chery Automobile issued an apology acknowledging that the extreme challenge test of the Fengyun X3L at Tianmen Mountain resulted in damage to some guardrails due to equipment failure, and the company committed to repair and compensation [2] - The event was intended to showcase the vehicle's performance in a unique way, similar to previous successful challenges by Land Rover, but it ultimately backfired [2] Group 2: Brand and Consumer Impact - The incident has not only damaged Chery's brand image but also led to consumer skepticism regarding product safety, creating a counterproductive effect to the intended marketing goals [3] - The damage to the guardrails represents a visible loss, but the more insidious harm lies in the erosion of public trust in the Tianmen Mountain brand, as it is perceived that corporate interests are prioritized over public welfare [3] Group 3: Industry Context - Chery's marketing approach is not an isolated case; the automotive industry has seen a rise in extravagant marketing tactics, often reflecting a deeper issue of innovation stagnation and growth anxiety amid fierce competition [3][4] - The focus on flashy marketing can detract from the core values of product quality, safety performance, and user experience, which are ultimately what consumers prioritize [4][5] Group 4: Future Implications - The automotive industry should view the Tianmen Mountain incident as a catalyst for reflection on marketing strategies, encouraging a shift back to product-centric approaches that emphasize technological innovation, quality improvement, and customer satisfaction [5]