雷达财经出品 文|彭程 编|孟帅 11月20日，比亚迪法务部发布公告称，就比亚迪起诉"王悟空说车"及相关账号网络侵权责任纠纷一案，公司近期收到法院判决，判令被告向比亚迪公司公 开道歉并支付赔偿款等共计31.38万元。 据了解，"王悟空说车"是汽车领域的知名自媒体账号，此前一度拥有近200万粉丝。此前，其因多次歪曲事实诋毁新能源汽车性能、恶意抹黑汽车企业形 象声誉，甚至被中央网信办点名，并依法依约关闭。 作为新能源汽车领域的头部企业，比亚迪近年来在市场拓展与技术创新方面成绩斐然，但其同时也成为了汽车行业网络"黑公关""黑媒体"的主要攻击目标 之一。 雷达财经注意到，比亚迪的反黑公关行动，可追溯至2021年。彼时，比亚迪宣布悬赏5万元至100万元征集线索打击黑公关。2022年，比亚迪又将举报奖励 提升至5万至500万元。 值得一提的是，比亚迪在反黑公关的道路上并非独自前行。近期，深蓝汽车、阿维塔、赛力斯、极氪、蔚来等多家新能源车企纷纷加大打击黑公关的力 度。与此同时，中央网信办等部门也在加大对汽车行业网络乱象的整治力度。 而在遭受黑公关恶意攻击的同时，身为新能源汽车龙头的比亚迪，在业绩方面也面临着一定的压力。今年 ...

雷军连续发布内容，主要是汽车安全的话题，第一条雷军表示：这是小米SU7发布之前我发的微博，我谈对安全的理解和SU7的研发标准。 看截图第一张是23年12月2日日，介绍小米汽车采用最严苛的全全标准来设计，然后介绍车身用了钢铝混合轿车身等等。 然后第二图是电池采用最严苛的安全标准，然后要做冬季续航王，第三图第四图是关于小米汽车安标准 雷军又发了另外一条，表示2023年底和2024年初的，看来雷军很重视今天关于小米汽车的安全截图。接着又马上转发一条，然后提起表示去年4月一次采访 中，说谈产品定义时说，"一辆车，好看是第一位的"，这和"安全是基础、安全是前提"矛盾吗？还是在这次采访，我谈设计时候说轮毂最难设计，这有啥问 题？ 雷军亲自辟谣或者来反击一些谣言，那就是有人带节奏说"小米汽车只注重外观"等等，对于小米安全标准故意抹黑，评论区有网友表示：:雷总，您说啥， 他们都断章取义，明摆着针对，没办法的，他们需要增加智！整不了一点，我是服了！ 雷军在评论区回复这条则是表示，"网上有不少人断章取义，歪曲抹黑"。 雷军在发布会也曾经讲过被抹黑的事情，也提到了黑公关黑水军，小米和雷军关注度热度确实非常高，从手机到汽车等产品曝光 ...

Core Viewpoint - The automotive industry is facing increasing challenges from online misinformation, malicious defamation, and commercial slander, prompting a coordinated response from various stakeholders to protect the industry's integrity and promote high-quality development [1][3]. Group 1: Government and Industry Response - In September, the Ministry of Industry and Information Technology and five other departments issued a notice to launch a three-month campaign to address online chaos in the automotive sector, focusing on illegal accounts spreading false information [1][3]. - The industry is witnessing a collaborative effort among multiple domestic car manufacturers to combat online rumors and "black public relations," establishing a firewall against these issues [3][4]. - The government has emphasized the importance of a healthy public opinion environment as a crucial part of the business ecosystem, launching various initiatives to tackle malicious attacks on companies [6][7]. Group 2: Company Actions - SAIC Motor Corporation has actively responded to online rumors, reporting malicious accounts to law enforcement and successfully addressing over 10,000 instances of false information in the first ten months of the year [2][5]. - The company has publicly announced a reward of up to 5 million RMB for information related to malicious rumors and defamation against its brands, encouraging public participation in maintaining a clean online environment [4][5]. - SAIC Motor is committed to using legal means to protect its rights and has called for collaboration among enterprises, media, and the public to create a new governance model for online management [7].

Core Viewpoint - The article discusses the challenges faced by Lei Jun and Xiaomi, highlighting the backlash against Lei's call to combat online misinformation and the perception of arrogance following a recent car accident involving a Xiaomi vehicle [4][5]. Group 1: Public Perception and Criticism - Lei Jun has been criticized for being labeled an opportunist and for his approach to business, with emphasis on the need for both hard work and seizing opportunities [1]. - Following a serious incident involving a Xiaomi vehicle, public sentiment has turned against Lei's call to resist online attacks, with many interpreting it as dismissive of legitimate safety concerns [4]. - Critics argue that Xiaomi's response to public criticism reflects a failure to fully embrace a consumer-first philosophy, as noted by former Global Times editor Hu Xijin [4]. Group 2: Industry Context and Reactions - The automotive industry is characterized by intense scrutiny, especially regarding safety, with competitors like Geely emphasizing safety over aesthetics in vehicle design [5]. - There is a widespread acknowledgment within the industry of the use of online tactics to undermine competitors, which complicates the landscape for companies like Xiaomi [5][7]. - Despite efforts from industry leaders to combat negative online narratives, such as BYD and Great Wall Motors offering rewards for information on black public relations activities, the effectiveness of these measures remains questionable [7].

Core Viewpoint - The article highlights the increasing prevalence of online harassment and "black public relations" in the automotive industry, particularly targeting car owners and brands, leading to a toxic environment for consumers and companies alike [6][9][12]. Group 1: Online Harassment and Its Impact - Dismissive and abusive comments towards car owners have become common, with individuals facing severe online bullying for their vehicle choices, as seen in the case of Ms. Deng who faced threats and insults after purchasing a Xiaomi SU7 [7][8][15]. - The negative sentiment has escalated from online platforms to real-world actions, including vandalism of vehicles, indicating a troubling trend where online aggression translates into physical harm [12][14]. - The automotive sector is witnessing organized campaigns of defamation, with coordinated efforts to discredit certain brands and their customers, often driven by "water army" tactics [9][11]. Group 2: Legal and Corporate Responses - Companies are beginning to take legal action against online harassment, with Ms. Deng successfully suing her harassers and receiving compensation, setting a precedent for others [15][16]. - Automotive brands like Xiaomi are establishing support channels for affected customers, providing legal assistance and gathering feedback to combat online abuse [16][19]. - Regulatory bodies are also stepping in, with initiatives aimed at curbing illegal activities related to online defamation and misinformation in the automotive industry [19][20]. Group 3: The Role of "Black Public Relations" - The article discusses the emergence of a "black public relations" industry that employs deceptive tactics to undermine competitors, including the spread of false information about vehicle safety and performance [11][19]. - This industry is characterized by organized efforts to manipulate public perception, often using social media to amplify negative narratives about specific brands [9][12]. - Companies are responding with financial incentives for information on malicious activities, indicating a growing recognition of the threat posed by these tactics [19][20].

Core Viewpoints - The automotive industry is facing significant safety concerns, highlighted by recent incidents involving major brands like Li Auto and Xiaomi, prompting calls for accountability and transparency [3][19][45] - There is a growing emphasis on the importance of safety and reliability in automotive manufacturing, with industry leaders advocating for a shift away from a fast-consumer mentality towards a focus on long-term quality and experience [10][14][15][37] Group 1: Safety and Accountability - Li Auto has decided to proactively recall all 11,411 units of the 2024 MEGA model due to safety concerns following a fire incident, demonstrating corporate responsibility [3][45] - Xiaomi's recent accident involving the SU7 model has raised public safety concerns, leading to calls for the company to address these issues rather than deflecting criticism towards "black public relations" [19][24][25] - Industry leaders, including executives from Volkswagen and Lantu, have emphasized the need for a culture of safety and reliability, urging companies to prioritize consumer trust over rapid marketing tactics [10][28] Group 2: Industry Culture and Long-term Vision - The automotive sector is urged to resist the "fast consumer" mindset, with leaders like Lantu's CEO stressing that car manufacturing requires time, experience, and attention to detail [14][15][18] - The concept of "intelligent cars" should focus on safety and reliability, rather than merely technological novelty, reflecting a deeper understanding of consumer needs [17][18] - Li Auto's CEO envisions a future where the automotive market could see explosive growth, aiming for a significant increase in revenue by 2030, indicating a long-term strategic outlook [47][48] Group 3: Industry Dynamics and Competition - The competitive landscape is shifting, with predictions that companies like Tesla may face challenges from Chinese manufacturers due to efficiency and cost advantages [33][34] - The automotive industry is experiencing a price war that could lead to the elimination of brands lacking core competitiveness, highlighting the need for collaboration and openness among manufacturers [10][34] - Recent marketing tactics in the industry have been criticized for prioritizing hype over substance, with calls for a return to focusing on product quality and consumer trust [37][38]

Core Viewpoint - Recent criticism from major media outlets highlights safety concerns regarding Xiaomi's automotive products, emphasizing the potential risks associated with the company's marketing strategies and product performance [1][2][3] Group 1: Media Criticism - On October 16, Shanghai's "First Financial" criticized Xiaomi for potentially compromising the safety of young consumers with their vehicles [1] - The "Economic Observer" article identified three main issues with Xiaomi: the risk of their business model, an emphasis on aesthetics over substance, and problems within their ecosystem [1] - Zhejiang Daily's "潮新闻" pointed out a fatal accident involving a Xiaomi vehicle, raising concerns about the company's lack of public response to safety issues [1] Group 2: Marketing Practices - Xiaomi has been criticized for its marketing tactics, which prominently feature product benefits in large fonts while downplaying limitations in smaller print, leading to inflated consumer expectations [2] - The company has faced scrutiny following several accidents involving its vehicles, including a tragic incident in March 2025 where a Xiaomi SU7 caught fire after a collision, resulting in fatalities [2] Group 3: Public Perception - Xiaomi's CEO Lei Jun has experienced a significant decline in public support, with a reported loss of 554,000 followers in the past month, indicating a backlash against the company's handling of safety concerns [3]

Core Viewpoint - Li Xiang is portrayed as a successful entrepreneur who has faced public scrutiny and controversy, particularly regarding his company, Li Auto, amidst rumors and misinformation in the automotive industry [1][3][5]. Group 1: Entrepreneurial Journey - Li Xiang co-founded the popular website Bubble Network and later shifted his focus to the automotive industry, leading to the establishment of Li Auto [3][34]. - He gained significant attention for his entrepreneurial spirit, having previously achieved remarkable success in the tech sector before venturing into automobiles [34][32]. - Li Auto's model, the Li L6, received over 10,000 orders within three days of its launch, highlighting the brand's rapid acceptance in a competitive market [35]. Group 2: Public Controversies - Li Xiang faced a wave of negative publicity and rumors about Li Auto's potential bankruptcy, which were exacerbated by online misinformation campaigns [39][40]. - The company was targeted by organized smear campaigns, including a group that was exposed for its malicious tactics against Li Auto [40][42]. - In response to the attacks, Li Auto's legal team took action to gather evidence and pursue legal recourse against those spreading false information [42][46]. Group 3: Industry Response - Social media platforms like Weibo have begun to take action against accounts spreading misinformation, indicating a shift towards protecting companies from online defamation [44][48]. - The crackdown on malicious actors serves as a deterrent for those attempting to profit from spreading false information about companies [49][56]. - The situation surrounding Li Auto reflects broader industry challenges with online misinformation and the need for collective action against such practices [54][58].

Core Points - Xiaomi and Lei Jun are currently facing a significant crisis following two fatal accidents involving Xiaomi vehicles, raising serious concerns about vehicle safety and the company's response to public scrutiny [1][3][12] - The public is questioning the technical reliability of Xiaomi's vehicles, particularly why the doors failed to open during emergencies, leading to tragic outcomes [1][8] - Lei Jun's recent comments at the World Intelligent Connected Vehicles Conference have sparked controversy, as he emphasized resisting online smear campaigns instead of addressing safety concerns directly [3][11] Summary by Sections Safety Concerns - Two fatal accidents involving Xiaomi vehicles have occurred within six months, prompting public outcry regarding the safety features of the cars, particularly the failure of doors to unlock after collisions [1] - The inability of rescue personnel to open the doors during emergencies has led to questions about whether this is a technical failure or something more serious [1][8] Public and Media Reaction - Zhejiang Daily published a critical commentary urging that public safety concerns should not be dismissed as mere black public relations, emphasizing the need for clear communication from companies regarding safety issues [5][8] - The commentary has gained significant traction online, with many netizens expressing support for the call to prioritize public safety over corporate image [5][12] Corporate Image and Leadership - Lei Jun's public persona has been damaged as he faces backlash for his comments that seem to deflect from addressing legitimate safety concerns [3][11] - The expectation for Xiaomi to lead in innovation and safety has increased, contrasting sharply with the company's current challenges in meeting these expectations [24][27] - The shift in public sentiment from support to criticism reflects a broader concern about Xiaomi's commitment to quality and safety in its products [24][27] Industry Context - The automotive industry is under scrutiny for prioritizing speed and market capture over safety, with criticisms directed at companies that rush products to market without adequate testing [14][27] - The competitive landscape in both the smartphone and automotive sectors is intensifying, requiring companies like Xiaomi to balance innovation with consumer safety and satisfaction [27]

Core Viewpoint - The recent traffic accident involving a Xiaomi SU7 Ultra has raised significant concerns about the safety and reliability of Xiaomi's automotive products, particularly regarding the vehicle's door locking mechanism and the company's response to public safety inquiries [1][10][12]. Group 1: Incident Overview - A fatal accident involving a Xiaomi SU7 Ultra occurred on October 13, 2025, with the driver suspected of driving under the influence [1]. - The incident has drawn attention to the recurring issue of the vehicle's doors being unable to open after a collision, which has been a point of concern since a similar incident earlier in the year [10][12]. - Witnesses reported that the vehicle's electronic door locks failed, complicating rescue efforts [10]. Group 2: Company Response and Public Perception - Xiaomi's CEO Lei Jun has focused on addressing "black public relations" rather than responding directly to safety concerns raised by the public [3][4][9]. - The lack of a clear response from Xiaomi regarding the safety issues has led to a decline in public trust and a significant drop in Lei Jun's social media following [3][8]. - Commentary from media outlets suggests that the company's strategy of blaming external factors like black PR may be seen as an evasion of responsibility for legitimate safety concerns [9][10]. Group 3: Safety Concerns and Recalls - The design of the SU7's door locking mechanism has been criticized, with questions raised about potential design flaws that could lead to safety hazards in emergencies [12][13]. - Xiaomi has initiated two recalls in 2025 for the SU7 series due to safety concerns, including issues with the vehicle's advanced driver-assistance systems [15]. - The company has faced scrutiny over whether it was aware of the door locking issues prior to the accidents and why corrective measures were not taken [12][15]. Group 4: Market Impact and Brand Reputation - Following the recent accident, Xiaomi's stock price experienced a significant drop, indicating a loss of investor confidence [16]. - The public's perception of Lei Jun has shifted, with many feeling disappointed by his lack of engagement on critical safety issues [17][18]. - The ongoing safety concerns and recalls have led to a growing distrust among consumers, with some questioning the overall quality and reliability of Xiaomi's automotive offerings [19][28].