车展观察丨请“谐音梗”明星、玩抽象风，这届车企也是拼了

Core Insights - The automotive industry is increasingly targeting young consumers through unconventional marketing strategies, including puns and abstract advertising [2][3][18] - The Guangzhou Auto Show showcases a trend where car companies are shifting their focus from traditional marketing to more relatable and humorous approaches to engage younger audiences [6][9][18] Marketing Strategies - Car manufacturers are utilizing puns and humor in their campaigns, such as NIO's "Mo Wenwei" and LEAD's "Gu Tianle Dao," to resonate with younger consumers [3][4] - The use of comedic actors in advertisements, like Zhang Xingchao for Shangjie, aims to connect with the youth demographic, leveraging the actors' relatability and lower endorsement costs compared to top-tier celebrities [5][12] Target Audience - The marketing efforts are specifically aimed at younger consumers, as evidenced by brands like Lynk & Co and Chery choosing young celebrities as brand ambassadors [6][12] - The perception of cars among young people has shifted, viewing them as large electronic devices rather than traditional vehicles, leading to a change in purchasing logic [7][8] Brand Positioning - Car companies are aware of the need to adapt to the changing preferences of young consumers, who are less loyal to foreign brands and more inclined towards local trends [16] - The involvement of sports celebrities, such as Sun Yingsha and Li Na, is part of a strategy to enhance brand image by associating with values like health and strength [12][17] Industry Challenges - The automotive sector faces challenges such as price wars and the need to capture the attention of fickle young consumers, prompting companies to experiment with bold marketing tactics [9][10] - The shift in marketing strategies reflects a broader trend of car companies treating their marketing efforts as social experiments to engage with consumers [11][18]