虎嗅APP·2026-02-05 10:17Core Viewpoint - The article discusses the impact of black public relations and online water armies on major automotive companies like Li Auto, Xiaomi, and BYD, highlighting the ongoing battles in public perception and reputation management within the industry [4][6]. Group 1: Li Auto's Challenges - Li Auto has faced significant online attacks, particularly against its electric vehicles, with claims of quality issues surfacing before product launches [7][9]. - The use of AI tools has increased the efficiency of black public relations, allowing for rapid generation of negative content about Li Auto's products [9]. - Li Auto's CEO has suggested that these attacks are orchestrated by competitors, indicating a broader issue of distrust among automotive brands [10][12]. Group 2: Xiaomi's Perception Management - Xiaomi's leadership has adopted a victim narrative, claiming to be targeted by malicious online campaigns, particularly regarding the performance of its vehicles [15][16]. - Despite the claims of being unfairly attacked, Xiaomi's issues with vehicle performance and safety have contributed to public scrutiny, which has been amplified by online criticism [16][17]. - The company has been criticized for not addressing significant safety concerns directly, which may undermine its credibility in the face of allegations [17]. Group 3: BYD's Legal Actions - BYD has actively pursued legal action against various accounts and media outlets for defamation, with over 40 accounts currently under litigation [20][21]. - The company has successfully won multiple lawsuits, resulting in compensation exceeding 10 million yuan, although these actions are seen as insufficient to fully address the reputational damage incurred [20][21]. - BYD's management has indicated that the root of these attacks often lies with competitors, suggesting a systemic issue within the industry [23]. Group 4: Industry Dynamics - The article emphasizes that black public relations are a byproduct of competitive dynamics within the automotive sector, with companies often using third-party water armies to undermine rivals [25][26]. - The blurred lines between criticism and defamation create challenges for companies, as any misstep can be exploited by competitors [27]. - The ongoing presence of black public relations in the industry is expected to persist, complicating the landscape for all automotive brands [25][28].