奇瑞天门山营销翻车启示录：自嗨式营销不得人心，车企要走正道？

Core Viewpoint - Chery Automobile's recent marketing stunt, intended to showcase the capabilities of the Fengyun X3L, ended in failure when the vehicle lost control during a challenge at Tianmen Mountain, leading to a public apology and a need for crisis management [1][5][6] Marketing Strategy - The marketing event aimed to replicate a successful challenge previously achieved by a luxury SUV, positioning the Fengyun X3L as a budget-friendly alternative with high off-road capabilities [6][8] - Chery's promotional focus on extreme off-road performance was misaligned with the actual needs of its target audience, which primarily consists of urban families and first-time car buyers who prioritize practicality over extreme capabilities [8][10] Consumer Insights - The challenge's extreme nature did not resonate with the majority of consumers, who are more concerned with everyday usability, such as electric range and fuel efficiency, rather than off-road prowess [8][10] - The disconnect between the marketing message and consumer needs highlights a trend of "self-indulgent marketing" that fails to address real user concerns [10][11] Industry Trends - The automotive industry is experiencing increased pressure to differentiate through innovative marketing strategies due to market saturation and consumer information overload [14][15] - Many companies are resorting to extreme marketing tactics in an attempt to gain attention, often at the expense of conveying genuine product value [14][15] Successful Marketing Examples - In contrast, NIO's ES8 successfully focused on practical features that address family needs, leading to strong sales performance by aligning marketing with consumer expectations [15][18] - Effective marketing should connect product value with consumer needs, reinforcing brand trust and loyalty [19][24]