"大开眼界，以前从没想到汽车营销还能这么玩。" "遥遥领先，反复洗脑；大字吸睛，小字免责；饥饿营销，订单注水；不抢就没，周榜内卷。" 当北京现代副总经理周斌用"4组词、32个字"点名批评汽车行业的营销乱象，车企浮夸造势的遮羞布也 被揭下。他说，"限量饥饿营销加订单注水，制造不抢就没的焦虑，或许有些友商陷在了销量周榜'内 卷'里，反而忽略了最核心的本质。" 当互联网公司跨界进入汽车制造业后，原本简单朴素的车圈营销方式被打破，一系列营销怪象随之层出 不穷，令人眼花缭乱。这些营销噱头不仅消费者感到无所适从，也让原本汽车行业的从业人员瞠目结 舌："大开眼界，以前从没想到汽车营销还能这么玩。" 第一财经记者翻阅各大车企宣传海报，"小字"确实已成较为普遍的现象。 某款热门车型为了宣传车身强度，宣称"全系标配2200MPa某超强钢"，而小字写着"某超强钢是指材质 项目名称"；该车0~100km/h加速时间是2.98s，但括号内标注"不含起步时间"。 近日开启预售的一款车型在海报上突出宣传了"全球最快""全球最长""同级唯一"等词语，然后小字注 明，"全球""同级"相关表述均基于车长在5000mm以上的七座混动量产车型公开公 ...

10月29日晚，北京现代高管谈到了当下汽车圈的营销乱象。他表示，最近这段时间，不少汽车厂家的营 销开始剑走偏锋。有的企业靠"遥遥领先"反复洗脑；有的玩"大字吸睛，小字免责"的文字游戏；还有的 借助限量饥饿营销制造"不抢就没有"的焦虑感。 责任编辑：王翔 ...

每经评论员裴健如 "如果按照大家公布的订单数(统计)，都有1亿了。我们没有参与这个'通货膨胀'。现在车企晒订单已经 变得偏营销，不利于产销的匹配，容易'自己给自己挖坑'。"日前，蔚来董事长李斌在"2025蔚来日(NIO Day)"上的这番表态，如同一面镜子，照出了当下汽车行业存在的"订单注水"乱象。 订单"注水"虽然能在短期内为车企制造声量，长期来看却危害深远。这种饮鸩止渴式的营销策略，不仅 会对车企的品牌价值造成不可逆的伤害，更不利于汽车产业实现高质量、可持续的健康发展。 具体来看，其危害主要体现在四个方面：第一，虚假营销会严重误导消费者决策，用虚假的热销信息干 扰用户判断，可能导致用户买到并不适合自己的产品，损害消费者权益；第二，虚高的订单数据会误导 车企的排产计划，容易造成库存积压和生产资源错配，增加企业的运营成本；第三，诚信企业的生存空 间会被挤压，形成"劣币驱逐良币"的恶性循环，破坏行业正常的竞争秩序；第四，这种虚假营销会不断 消耗行业公信力，当"爆款车型"频频在交付环节遭遇"见光死"，消费者对车企公布的任何数据都会逐渐 失去信任，最终影响整个行业的发展根基。 值得庆幸的是，监管部门已经开始亮剑，着 ...

Core Viewpoint - The automotive industry is facing a phenomenon of "order inflation," where companies exaggerate order numbers for marketing purposes, leading to a disconnect between reported orders and actual sales [1][3]. Group 1: Order Statistics - As of this year, the number of small orders in China's passenger car market has exceeded 50 million, with 80% completed within 72 hours of new car launches [1]. - From January to August, the cumulative wholesale sales of passenger cars in China were approximately 17.93 million, while retail sales were about 14.70 million, highlighting a significant gap between orders and actual sales [1]. Group 2: Conversion Rates - The conversion rate for small or blind orders is relatively low, with one electric vehicle company's chairman stating it is only 10% [2]. - For a specific model launched last year, which claimed to have 30,000 orders within 72 hours, the total delivery by July this year was only 50,000 units [2]. Group 3: Motivations Behind Order Inflation - The drive for inflated order numbers stems from marketing pressures and consumer psychology, where "sales equal voice" leads companies to create a false sense of demand [3]. - Small order data serves as a "confidence index" for consumers and a "report card" for investors and internal executives [3]. - Companies feel compelled to follow the trend of order inflation to avoid losing market share, even if it means resorting to misleading practices [3]. Group 4: Consequences of Order Inflation - Misleading marketing can distort consumer decision-making, leading to poor product choices [4]. - Order inflation affects production planning, potentially causing inventory buildup and resource misallocation [4]. - Honest companies face increased pressure, leading to a vicious cycle where bad practices drive out good ones [4]. - The credibility of the industry is at risk, as consumers may become skeptical of any reported data [4]. Group 5: Regulatory Response and Industry Shift - Regulatory bodies are taking action to address marketing irregularities in the automotive sector, with a three-month campaign launched to tackle illegal profit-making and false advertising [4]. - Some companies are beginning to reject the publication of small order data, focusing instead on more substantive metrics like "lock-in rates" and "delivery targets" [4]. - Industry leaders are calling for a return to product-centric marketing rather than relying on inflated order numbers [4]. Group 6: Future Outlook - The competition in the automotive industry is fundamentally about technology, products, and services, rather than numerical games [5]. - As consumers become more rational and regulations tighten, the space for inflated orders will diminish [5]. - Companies must shift focus from false prosperity to genuine user needs and enhance product and service quality to survive in the competitive landscape of the electric vehicle market [5].

每经评论员裴健如 "如果按照大家公布的订单数(统计)，都有1亿了。我们没有参与这个'通货膨胀'。现在车企晒订单已经 变得偏营销，不利于产销的匹配，容易'自己给自己挖坑'。"日前，蔚来董事长李斌在"2025蔚来日(NIO Day)"上的这番表态，如同一面镜子，照出了当下汽车行业存在的"订单注水"乱象。 近年来，新车发布伴随"订单捷报"，已成为行业标准动作。从"1小时破万""72小时破10万"，到订单量 以分秒计，在款款皆爆品的外衣之下，华丽的数据令人眼花缭乱，仿佛中国消费者"买车如买菜"。即便 是动辄几十万元的汽车，消费者也能在未见实车的情况下轻松下单，中国车市俨然进入"秒光时代"。然 而，现实却往往与之形成鲜明反差，由虚假繁荣堆砌的营销泡沫一戳就破。 据媒体报道，有业内人士统计，自年初至今，中国乘用车小订数已突破5000万辆，其中80%都是在新车 发售72小时内完成的。作为参考，根据中国汽车流通协会乘用车市场信息联席分会公布的最新数据，今 年1—8月，全国乘用车累计批发销量约1793.4万辆，累计零售销量约1469.8万辆。两者之间的差距一目 了然。 不仅如此，小订或盲订的转化率也相对较低。某新能源车企董事长 ...