汽车商业评论·2025-11-02 23:06Core Viewpoint - The automotive industry is experiencing a "year-end sprint" as 2025 approaches, with companies employing unconventional marketing strategies to capture consumer attention amidst a crowded market [4][5]. Group 1: Innovative Marketing Strategies - Mercedes-Benz collaborated with McDonald's to promote the new electric CLA by transforming the car into a "giant hamburger" and using youth-oriented language in their campaign [6][8]. - Chery Jetour's G700 made headlines by successfully crossing the Yangtze River, showcasing its capabilities and significantly boosting brand visibility, with over 15,717 orders within 24 hours of its launch [10][12]. - GAC Group partnered with JD.com for a promotional event leading up to Double Eleven, generating significant buzz and engagement through a blind auction that attracted over 23,000 bids [14][18]. Group 2: Celebrating Milestones - FAW-Volkswagen celebrated the production of its 30 millionth vehicle with a month-long marketing campaign, including a cultural festival and promotional offers that attracted around 130,000 participants [16][20]. - The success of FAW-Volkswagen's campaign highlights the importance of integrating celebration with promotional activities to maximize brand value [20]. Group 3: Unique Brand Engagement - Leap Motor's 61-year-old sales representative gained widespread admiration, leading to the launch of a training program that emphasizes the brand's commitment to employee empowerment and customer connection [21][23]. - Avita introduced a unique dining experience in its showrooms, offering high-quality meals to visitors, aiming to enhance customer engagement and brand perception [35][37]. Group 4: Product Testing and Globalization - Avita and Great Wall Motors are conducting extreme environment tests in Antarctica to validate their vehicles' performance, addressing the growing demand for adaptability in various climates [25][30]. - This focus on rigorous testing reflects the industry's shift towards ensuring product reliability in diverse global markets [30]. Group 5: Addressing Safety Concerns - Multiple incidents of vehicle fires in October raised safety concerns across the industry, with Li Auto taking proactive measures by recalling over 11,000 vehicles to address identified issues [41][45]. - The response from Li Auto contrasts with the silence from other brands, highlighting the importance of transparency and accountability in maintaining consumer trust [45].