车企亟待驶出“极端营销”怪圈

Core Viewpoint - The article discusses the pitfalls of extreme marketing in the automotive industry, emphasizing that genuine communication and brand integrity are more effective than sensational tactics [1][2][3][4]. Group 1: Marketing Practices - High-level marketing should not rely on creating concepts or extreme performances, but rather focus on sincere dialogue and enhancing brand value through cultural and aesthetic contributions [1][3]. - The automotive industry is experiencing a trend of extreme marketing tactics as companies seek to stand out in a saturated market, often leading to questionable practices [1][2]. Group 2: Consumer Perception - Extreme marketing can mislead consumers, as exaggerated scenarios do not accurately reflect real-world vehicle performance, potentially damaging brand trust [2][3]. - Consumers may question the authenticity of marketing claims when faced with unrealistic demonstrations, leading to skepticism about product safety and reliability [2][3]. Group 3: Industry Implications - The reliance on extreme marketing reflects a loss of focus on core automotive values such as safety, stability, and reliability, which are essential for building consumer trust [3][4]. - The automotive industry's history shows that no brand has achieved greatness solely through extreme marketing; lasting success is built on technological innovation and user value [4]. Group 4: Recommendations - To combat the trend of extreme marketing, both regulatory bodies and companies need to promote self-discipline and focus on high-quality development rather than sensational tactics [4].