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理想、中国汽研道歉,车企营销如何优雅地“蹭”友商?
3 6 Ke· 2025-08-08 00:52
Group 1 - The core incident involving Li Auto i8 colliding with an 8-ton truck has reached a resolution, with Li Auto, China Automotive Research, and Dongfeng Liuzhou Motor issuing a joint apology [1][4] - The incident showcased the passive safety of the Li Auto i8, but the marketing execution was criticized for not being flawless, leading to a situation described as "not a defeat, but hard to call a success" [2][4] - Li Auto expressed regret for the negative publicity affecting Dongfeng Liuzhou Motor's brand and clarified that there was no intention to question the safety of their vehicles [4][14] Group 2 - The marketing strategy of car companies often involves comparing their products with third-party brands, which can be tricky to navigate without offending competitors [6][7] - Successful marketing examples include Xiaomi, which effectively compared its vehicles with competitors like Tesla and Porsche, gaining consumer recognition and praise from peers [7][8] - The automotive industry is experiencing a trend of "downward competition," including price wars and supply chain pressures, leading to significant financial losses [20][21] Group 3 - The negative impact of marketing "mutual blackening" is highlighted, as it diverts resources from R&D to public relations, ultimately harming the industry's innovation potential [18][19] - The automotive sector's focus should shift from price and marketing wars to value-driven competition, emphasizing technological advancement and product quality [21]
理想i8把“重卡”撞飞?乘龙再回击:安全不是空口无凭的理想!
Core Viewpoint - The controversy surrounding the collision test video of the Li Auto i8 and the Dongfeng Liuqi truck has sparked significant public debate regarding vehicle safety and marketing ethics [2][9]. Group 1: Incident Overview - On July 29, Li Auto showcased a video during the i8 launch, depicting a collision with a truck, which raised questions about the safety of the truck model involved [2][6]. - The truck shown in the video was identified as a medium truck with a total weight of 8 tons, contrary to Li Auto's claim of it being a heavy truck [6][7]. - The video demonstrated a dramatic collision where the truck's cabin detached, leading to public skepticism about the physics of the scenario [7][8]. Group 2: Responses from Companies - Dongfeng Liuqi, the parent company of the truck brand, issued a statement on July 31, accusing Li Auto of unauthorized use and distortion of the test video, claiming it misrepresents the safety of their vehicles [5][9]. - Li Auto responded by stating that the collision test was conducted by a third-party testing agency and expressed willingness for a live retest, further escalating the conflict [11]. - On August 1, Dongfeng Liuqi released a counter-advertisement emphasizing the safety features of their trucks, highlighting the use of high-strength steel and robust design [5][13]. Group 3: Public Reaction and Marketing Implications - The public reaction has been mixed, with some supporting Li Auto's claims while others criticized the validity of the test, suggesting that the truck may have been empty during the test [8][9]. - The incident has ignited discussions about the boundaries of marketing in the automotive industry, particularly regarding the ethical implications of exaggerated claims [13].
理想i8撞歪卡车,真 or 假?
首席商业评论· 2025-08-01 10:20
碰撞测试就像多元宇宙,细微差异就可能有不同结果 首先,据汽车工程专家表示,这种看似反常的现象其实符合非对称碰撞的物理规律。 理想i8的短前悬结构搭配11个环形吸能装置,能形成三向力传递路径,可将 冲击力分散至车身框架,而i8车身结构用75%高强度钢和铝合金,属于相当能抗的乘用车材质了。而卡车驾驶室与货箱的铰接设计本就是全车最薄弱点,当i8车头 精准撞击卡车前部底盘时,可能形成杠杆效应,导致卡车驾驶室因力矩失衡而分离。 理想i8与乘龙卡车正面相撞测试,结果卡车驾驶室被撞分离,引起了很多争议。有很多人说,卡车质量那么大怎么可能被撞歪,肯定是假的。 ▲理想官方发布的碰撞测试视频截图 不过,在我看来,这种情况并非没有可能,你先别急着反驳,听我给你说道一下。 第三,卡车前部结构强度弱于后部货箱承重区,而且卡车驾驶室通常通过三道机械锁固定,而非直接与底盘连成一体,极端碰撞下可能会松开。 我们对卡车抗撞的传统印象其实主要来源于后面的装货区,特别是有满载的集装箱,那才是真的硬货。而这次测试本身就是i8用最抗撞击的位置去撞击卡车相对薄 弱的地方,当然就有可能造成卡车的失衡和伤害。 其实,商用车与乘用车碰撞测试标准不同,商用车的 ...