Core Viewpoint - The article discusses the evolving role of personal branding (IP) for automotive executives and the concept of "user-oriented enterprises," emphasizing that a successful user-oriented enterprise does not necessarily require its leader to create a personal IP [6][30]. Group 1: The Shift Towards Personal IP - In recent years, there has been a trend among automotive executives to create personal IP, inspired by figures like Lei Jun from Xiaomi, who effectively engaged with consumers [5][8]. - The case of a car company attempting to improve its reputation through direct consumer engagement revealed that merely holding face-to-face meetings may not be sufficient to address underlying issues [5][6]. - The concept of a "user-oriented enterprise" involves establishing a system for direct consumer feedback across all aspects of the business, which is essential for genuine engagement [6][30]. Group 2: Challenges of Personal IP in Private Enterprises - Private enterprises often provide a conducive environment for executives to build personal IP, as they have more control over their brand representation [12][19]. - However, challenges include the deep connection between the founder's IP and the company's fate, the difficulty in maintaining consistent content output, and balancing personal style with brand image [19][20]. Group 3: The Limitations for State-Owned and Joint Ventures - State-owned enterprises face significant barriers to creating personal IP due to their leadership appointment processes and the associated risks of public exposure [21][26]. - Joint ventures are also limited in their ability to develop personal IP, as this requires consensus from both parties involved, which can be difficult to achieve [28]. Group 4: Distinction Between Personal IP and User-Oriented Enterprises - The article clarifies that personal IP and user-oriented enterprises are fundamentally different; personal IP serves as a communication tool, while user-oriented enterprises rely on robust systems for user feedback and engagement [30][35]. - Successful user-oriented enterprises, like NIO, do not solely depend on the personal branding of their leaders but have established comprehensive community engagement and feedback mechanisms [32][36].