事情是这样的，今日早间，小米创办人、董事长兼CEO雷军发文表示："实在抱歉，我感冒有点严重，原定跨年的直播只能推迟到1月3日晚7点。"随后小 米汽车表示："感谢大家支持和理解。" 按照原计划，雷军将在今晚8点跨年直播。昨日，雷军在微博称，跨年直播聊聊2025年的难忘瞬间，再展望2026，并表示："前几天我在网上看过一个拆 SU7视频，很多人建议拆拆YU7。这次直播，我请工程师现场拆车，一边拆车一边聊，我们一起来场硬核跨年！" 在过去的2024年的跨年直播中，雷军曾在小米汽车工厂跨年直播并定下"2025年要实现30万辆新车交付"的目标，而后在年度财报会议上，雷军又将这一目 标提升至35万辆。从今年前11月的零售销量情况来看，小米汽车已提前完成年度销量目标。零售数据显示，今年前11月小米汽车累计销量为36.16万辆。 其中，小米SU7累计销量为24.70万辆；小米YU7为11.46万辆。 作为较晚入局的造车车企，小米公司于2021年3月正式官宣造车，而如今，4年多的时间过去，小米汽车已成功布局一款轿车和一款SUV，分别为小米SU7 和小米YU7两款车型。其中，小米SU7于2024年3月28日上市，定位中大型车，目 ...

Core Viewpoint - Dongfeng Nissan has issued a statement addressing the malicious dissemination of false information regarding the N6 model on social media, which is believed to be aimed at diverting attention to a competing brand's vehicle. The company emphasizes its zero-tolerance policy towards such attacks and is actively collecting evidence against the infringing content [1][2][3]. Group 1 - Dongfeng Nissan's legal department has noted the presence of multiple social media accounts spreading false information about the N6, which misleads public perception and harms the company's product reputation [1][2][3]. - The company has stated that it is taking comprehensive measures to collect and preserve evidence against the malicious comments and actions [1][2][3]. Group 2 - Several social media users have criticized the marketing tactics of the competing brand, Roewe, for attempting to leverage the N6's launch to promote the Roewe M7, with comments describing this approach as "disgusting" [1][2][3]. - A social media influencer remarked on the effectiveness of Nissan's marketing strategies for the N6 and N7, attributing their success to thoughtful planning and innovative launch strategies, contrasting it with Roewe's ineffective tactics [1][2][3]. Group 3 - Wang Qian, the general manager of Dongfeng Nissan's new energy brand, responded to the situation by highlighting the ample market space for ten-thousand-level plug-in hybrid sedans and asserting that true strength is demonstrated through product value and customer reputation [1][2][3].

新汽车生态合作，报名中国版CES！ 这股不"正"之风，从哈尔滨雷克萨斯4S店的保洁阿姨"土味说车"开启、由阿维塔的"发疯朋友圈"发扬光大、再在奔驰的"非正常发布会"中上了价 值、在小鹏的铁人和二次元联合中突破次元壁、在吉利银河"装人"吉尼斯纪录中有了熟悉的味道……最终在小米、奇瑞的营销翻车中警醒。 反套路可以吸引一时的流量，如何守住基本盘仍是待解的终题。 "不练嘴皮子就说真心话"的 保洁阿姨 "擦边的没火，擦地的火了"，东北保洁张阿姨凭借一口不流利地"土味说车"，火遍抖音。 11月3日，哈尔滨某雷克萨斯4S店内，58岁的保洁阿姨张凤兰手持抹布站在展车旁，用一口东北腔吐槽："这氛围灯花里胡哨的，晚上开车晃得眼 珠子疼！" 撰文 | 王 菁 编辑 | 黄 大 路 设计 | 甄 尤 美 眨眼间，2025年已近尾声，汽车营销人的焦虑水涨船高。 一方面，国家对汽车营销监管趋严，另一方面，补贴利好已进入最后倒计时。即便是广州车展忙碌之中，也并未见到振奋士气的爆火，倒是"反套 路"的出圈，成为2025年11月汽车营销中"最靓的仔"。 导演主业不景气兼职卖烧烤、助理美女遭遇分手仍补妆后坚持工作、摄影师投奔年长女友求安稳，都击 ...

Core Viewpoint - The article discusses the current state of the Chinese automotive industry, highlighting the excessive marketing tactics and the resulting internal competition that has led to a focus on extreme testing and promotional stunts rather than genuine product quality and safety [11][32][66]. Group 1: Marketing and Public Perception - A recent incident involving a car company's extreme marketing stunt at a scenic site resulted in negative public backlash, raising questions about the use of public resources and the approval processes of such events [6][8][11]. - The automotive industry has become increasingly obsessed with marketing gimmicks, leading to a disconnect between genuine product testing and promotional activities [11][12][13]. - The trend of extreme challenges in marketing, such as vehicles performing stunts that may not accurately reflect their safety or performance, has become a common practice among car manufacturers [25][28][31]. Group 2: Testing Practices - Automotive testing can be categorized into two types: rigorous technical testing with standardized procedures and marketing-driven tests that prioritize visual impact over technical accuracy [15][16]. - Many marketing tests, while visually impressive, do not adequately assess the vehicle's safety or performance under real-world conditions, leading to potential safety risks [24][55]. - The industry is witnessing a shift where safety has become a competitive aspect, with companies feeling pressured to demonstrate their vehicles' safety through increasingly elaborate and sometimes superficial testing methods [48][50][51]. Group 3: Industry Competition and Financial Health - The automotive sector is experiencing deep internal competition, characterized by aggressive marketing strategies and price wars that have led to a decline in profit margins [39][42]. - Data indicates that the profit margin for the Chinese automotive industry was only 4.5% in the first nine months of 2025, significantly lower than the national average for large-scale industrial enterprises [42]. - R&D investments among major automotive companies have surged, with a collective expenditure exceeding 92 billion yuan in the first half of 2025, reflecting a "arms race" mentality in the industry [44][46]. Group 4: Future Outlook - The article suggests that as the industry continues to evolve, the focus on safety and technology will become even more critical, especially with the rise of advanced driver-assistance systems [58][66]. - The competitive landscape will likely intensify, with companies needing to balance marketing efforts with genuine technological advancements to maintain consumer trust and market position [66].

Core Viewpoint - A recent incident involving a Chery vehicle sliding and crashing into a guardrail while attempting to climb the Tianmen Mountain escalator has sparked significant public discussion, raising concerns about the appropriateness of high-risk commercial tests in public scenic areas [2][6]. Group 1: Incident Details - A video showing a yellow Chery Fengyun X3L losing control and crashing into a guardrail while climbing the Tianmen Mountain escalator has gone viral [2]. - The incident resulted in damage to some scenic area structures, and the escalator was closed for two hours following the event [2]. - Fortunately, there were no injuries reported, and there was no damage to the natural environment [6]. Group 2: Company Response - Chery Automobile issued an apology, stating that the direct cause of the accident was the unexpected detachment of a safety protection rope's fixed point, which led to the vehicle sliding and hitting the guardrail [6]. - The company acknowledged insufficient risk assessment and oversight of details, promising to fully repair the damages and take responsibility for compensation [6]. Group 3: Public and Industry Reaction - The marketing activity was intended to replicate Land Rover's 2018 challenge of the escalator, but it has faced criticism regarding the reasonableness of conducting high-risk tests in a public scenic area [6]. - Tianmen Mountain, as a national 5A scenic area, holds multiple values including ecological protection and cultural heritage, suggesting that public interest should take precedence [6]. - Critics argue that the test's relevance is limited, as the target users of the urban SUV are more concerned with fuel efficiency, space, and smart features rather than extreme climbing capabilities [6].

Core Viewpoint - Chery Automobile's recent marketing stunt at Tianmen Mountain has raised significant public concern and criticism regarding the brand's marketing strategies and the potential risks associated with such high-stakes promotional activities [2][3] Group 1: Incident Overview - On November 13, Chery Automobile issued an apology acknowledging that the extreme challenge test of the Fengyun X3L at Tianmen Mountain resulted in damage to some guardrails due to equipment failure, and the company committed to repair and compensation [2] - The event was intended to showcase the vehicle's performance in a unique way, similar to previous successful challenges by Land Rover, but it ultimately backfired [2] Group 2: Brand and Consumer Impact - The incident has not only damaged Chery's brand image but also led to consumer skepticism regarding product safety, creating a counterproductive effect to the intended marketing goals [3] - The damage to the guardrails represents a visible loss, but the more insidious harm lies in the erosion of public trust in the Tianmen Mountain brand, as it is perceived that corporate interests are prioritized over public welfare [3] Group 3: Industry Context - Chery's marketing approach is not an isolated case; the automotive industry has seen a rise in extravagant marketing tactics, often reflecting a deeper issue of innovation stagnation and growth anxiety amid fierce competition [3][4] - The focus on flashy marketing can detract from the core values of product quality, safety performance, and user experience, which are ultimately what consumers prioritize [4][5] Group 4: Future Implications - The automotive industry should view the Tianmen Mountain incident as a catalyst for reflection on marketing strategies, encouraging a shift back to product-centric approaches that emphasize technological innovation, quality improvement, and customer satisfaction [5]

Core 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].

Core Viewpoint - The market's expectations for JD's new car seem overly optimistic, with a recent auction for the "National Good Car" reaching a staggering price of 78.193399 million yuan, indicating a significant marketing strategy rather than a focus on product quality [3][5][12]. Group 1: Marketing Strategy - JD's auction strategy involved a starting bid of 1 yuan and a maximum bid increment of 4,490 yuan, with a 100 yuan deposit required, showcasing an innovative approach to engage consumers [11]. - The auction attracted over 23,000 bids, demonstrating the effectiveness of creating a social event around the car launch, which is crucial in the internet age [5][6]. - JD's marketing approach contrasts with traditional car marketing by allowing consumers to participate actively, transforming them into creators of the event rather than passive recipients of information [29]. Group 2: Product and Collaboration - The new car, developed in collaboration with GAC and CATL, is set to be officially announced on November 9, with test drives starting at the end of October [13][16]. - JD's role is primarily as a sales platform, leveraging its extensive user data to match consumer needs effectively, while GAC handles manufacturing and CATL provides advanced battery technology [16][30]. - The car is positioned in the competitive price range of 100,000 to 120,000 yuan, with features such as a range of 401-600 km and a quick battery swap time of 99 seconds, enhancing its market appeal [16][17]. Group 3: Industry Implications - JD's entry into the automotive market signals a shift in how cars are marketed, focusing on the entire lifecycle of car ownership rather than just the sale [31]. - The collaboration model allows JD to act as a resource integrator, which could lead to a more efficient automotive ecosystem, contrasting with traditional car manufacturers who may struggle with all aspects of production and sales [30][32]. - The success of JD's automotive venture could redefine its business model from an e-commerce company to an ecosystem-driven technology company, highlighting the importance of supply chain capabilities in adapting to the automotive industry [33].

Core Insights - The automotive marketing landscape is shifting from CEO-led promotions to celebrity endorsements, raising discussions about the effectiveness and risks associated with this strategy [1][2] - The increasing competition and product homogeneity in the electric vehicle market are making marketing more challenging for automakers [1][3] Group 1: Marketing Strategies - The trend of using celebrities for car promotions aims to leverage their fan base and media attention to enhance visibility and discussion around new vehicle launches [2] - However, the conversion of celebrity endorsements into actual sales is uncertain, as seen in cases where celebrity scandals negatively impacted brand image [2][3] - The high costs associated with celebrity endorsements and advertising are often passed on to consumers, suggesting that automakers might benefit from reducing prices instead of investing heavily in celebrity marketing [3] Group 2: Consumer Behavior - Modern consumers are more informed and can easily compare vehicle specifications, prices, and reputations, making it crucial for automakers to focus on product quality and performance [3] - The essence of market competition lies in resource allocation and value creation, indicating that automakers should prioritize technological advancements and quality improvements over celebrity endorsements [3]

Core Viewpoint - The article highlights various marketing strategies and initiatives taken by different automotive brands in China during September 2025, showcasing how they leverage significant events and collaborations to enhance brand visibility and consumer engagement [4][5][6]. Group 1: Red Flag's Marketing Strategy - Red Flag's actions during the 93rd National Day parade included returning nearly 80 ceremonial cars to their owners, accompanied by a thank-you letter and a detailed vehicle inspection, which fostered a sense of pride among car owners [4][5]. - The brand's approach of combining emotional marketing with tangible actions has created a strong connection between the owners and the Red Flag brand, setting it apart from competitors who also attempted to capitalize on the event [5][6]. Group 2: Deep Blue's Brand Positioning - Deep Blue launched a promotional video titled "Running Chinese Cars," which honored 27 automotive brands while subtly positioning itself, emphasizing the collective growth of the Chinese automotive industry [6][9]. - The marketing strategy reflects a shift from aggressive competition to a more collaborative approach, aligning with the brand's new identity as a state-owned enterprise [9][10]. Group 3: Zeekr's Global Outreach - Zeekr hosted a "Global First Luxury Electric Car Diplomat Experience" event, inviting diplomats from 40 countries to experience its vehicles, aiming to establish a strong association with luxury and enhance its global presence [11][12]. - The event generated significant online engagement, with related topics on social media reaching over 210 million views, indicating a successful branding effort [14]. Group 4: NIO Day 2025 - NIO Day 2025 focused on the theme of "Growth," involving extensive user participation in creating a song and documentary, which reflects the brand's commitment to community and user engagement [15][17]. - The event was strategically timed to address year-end sales pressures and improve brand perception amidst challenges faced earlier in the year [17][18]. Group 5: Lantu's Cultural Integration - Lantu's "Era Fashion Night" showcased its vehicles in a culturally rich setting, emphasizing the integration of Chinese aesthetics with modern technology, aiming to establish a unique brand identity [19][20]. - The event highlighted Lantu's commitment to creating a luxury brand that resonates with Chinese cultural values, which is crucial in a competitive high-end market [22]. Group 6: Li Auto's Brand Evolution - Li Auto announced a partnership with celebrity Yi Yangqianxi, marking a shift in its marketing strategy from product-driven to a dual approach that includes brand ambassadors to attract younger consumers [23][26]. - This change comes in response to declining sales and aims to reposition the brand in the eyes of a younger demographic, enhancing its appeal [26][27]. Group 7: Leap Motor's Innovative Collaboration - Leap Motor collaborated with IKEA for a pop-up event, focusing on the concept of "space" in automotive design, which aligns with contemporary consumer preferences for lifestyle-oriented products [28][31]. - The event successfully increased foot traffic and sales, demonstrating the effectiveness of experiential marketing in the automotive sector [31]. Group 8: Great Wall's Endurance Race - Great Wall Motors' founder participated in a challenging endurance race, showcasing the reliability of its vehicles and reinforcing the brand's commitment to quality and performance [32][36]. - This hands-on approach by the founder enhances brand credibility and connects with consumers on a personal level, promoting a culture of adventure and resilience [36][37]. Group 9: BYD's Youth Engagement - BYD's "I Di New Generation 2025" event aimed to reshape its image by highlighting the talents of its young employees, fostering a connection with the younger audience [38][41]. - The initiative reflects BYD's strategy to engage with younger consumers through innovative and entertaining formats, moving away from traditional marketing methods [41]. Group 10: Xiaomi's Strategic Shift - Xiaomi's founder delivered a speech outlining the company's strategic shift towards becoming a "hardcore technology company," aiming to redefine its market position amidst challenges in the automotive sector [42][45]. - The speech, however, faced criticism for lacking substance and failing to address product-related issues, which negatively impacted investor confidence [45][46].