春节假期，车企们也没忘了营销。 车东西2月25日消息，在已经过去的2026丙午马年春节假期中，千家万户沉浸在团圆年味中时，中国汽车市场的营销"大戏"也同时开场。 在今年春节假期，车企营销全面开战，春晚刷屏、电影植入、热点玩梗等流派各显神通，几乎所有主流品牌都没停下宣传的脚步。 据车东西不完全统计，至少有11大玩家20个品牌参与了马年春节假期的春晚、春节档电影和自制短片的营销大战。 从鸿蒙智行的广告连续多年登上春晚，到汽车相关题材的电影引来车企扎堆植入，再到宝马借品牌名称融合马年拍摄的短片，车企们用差异化 营销打法抢占用户心智，也为车圈接下来更加激烈的竞争拉开了序幕。 鸿蒙智行的广告登上春晚 01.鸿蒙智行集体亮相，领克、启源出现在分会场 作为国民级的节目，在春晚投放可以在大众心中提升品牌知名度，而《2026中央广播电视总台春节联欢晚会》上自然也出现了众多车企的身 影。 鸿蒙智行旗下尊界品牌的尊界S800车型成为春晚"智慧出行时代旗舰合作伙伴"，连续两年与春晚合作。 尊界S800成为春晚"智慧出行时代旗舰合作伙伴" 鸿蒙智行旗下的另一个品牌问界则延续了三年春晚合作的热度，在创意节目《手到福来》中深度植入，问界M ...

Core Viewpoint - The article discusses the impact of black public relations and online water armies on major automotive companies like Li Auto, Xiaomi, and BYD, highlighting the ongoing battles in public perception and reputation management within the industry [4][6]. Group 1: Li Auto's Challenges - Li Auto has faced significant online attacks, particularly against its electric vehicles, with claims of quality issues surfacing before product launches [7][9]. - The use of AI tools has increased the efficiency of black public relations, allowing for rapid generation of negative content about Li Auto's products [9]. - Li Auto's CEO has suggested that these attacks are orchestrated by competitors, indicating a broader issue of distrust among automotive brands [10][12]. Group 2: Xiaomi's Perception Management - Xiaomi's leadership has adopted a victim narrative, claiming to be targeted by malicious online campaigns, particularly regarding the performance of its vehicles [15][16]. - Despite the claims of being unfairly attacked, Xiaomi's issues with vehicle performance and safety have contributed to public scrutiny, which has been amplified by online criticism [16][17]. - The company has been criticized for not addressing significant safety concerns directly, which may undermine its credibility in the face of allegations [17]. Group 3: BYD's Legal Actions - BYD has actively pursued legal action against various accounts and media outlets for defamation, with over 40 accounts currently under litigation [20][21]. - The company has successfully won multiple lawsuits, resulting in compensation exceeding 10 million yuan, although these actions are seen as insufficient to fully address the reputational damage incurred [20][21]. - BYD's management has indicated that the root of these attacks often lies with competitors, suggesting a systemic issue within the industry [23]. Group 4: Industry Dynamics - The article emphasizes that black public relations are a byproduct of competitive dynamics within the automotive sector, with companies often using third-party water armies to undermine rivals [25][26]. - The blurred lines between criticism and defamation create challenges for companies, as any misstep can be exploited by competitors [27]. - The ongoing presence of black public relations in the industry is expected to persist, complicating the landscape for all automotive brands [25][28].

Core Insights - BYD's Fangchengbao brand has launched the ninth OTA upgrade for the Bao5 model and the sixth for the Bao8 model, introducing six core features [1] Group 1: New Features - The most notable addition is the intelligent anti-motion sickness system, which aims to prevent or alleviate motion sickness by controlling the vehicle's suspension, braking, power output, and adjusting air conditioning and fragrance [1] - The update includes a new feature for the Ant Forest, allowing users to collect green energy and exchange it for exclusive Fangchengbao tools [1] - The system has enhanced connectivity support for Huawei and Samsung phones, introducing HiCar mirroring mode for compatible Huawei devices and ICCOA Carlink mirroring for certain domestic Samsung models [1] Group 2: Practical Functions - The upgrade supports switching the parking direction to either front or rear when recognizing certain horizontal line parking spaces [3] - Users can now set personalized sound effects for the lock sound [3]

Core Viewpoint - BYD is rapidly transforming the public service vehicle market in China, becoming a trusted partner for law enforcement agencies with its innovative technology and reliable quality [2][4]. Group 1: Market Presence - BYD vehicles have become a frequent presence in police fleets across various regions in China, including cities like Hefei, Jinzhou, Xi'an, and Xiaogan, showcasing models such as Qin PLUS, Song Pro, and Song PLUS for various law enforcement scenarios [3]. - The appearance of BYD models in government procurement announcements indicates a growing acceptance and trust in domestic electric vehicles for public safety [3]. Group 2: Product Features - BYD's vehicles meet the stringent demands of police work, offering exceptional safety, reliability, and adaptability for different operational environments [4]. - The hybrid systems in BYD vehicles provide both fuel efficiency for urban patrols and powerful performance for rural responses, effectively addressing the operational needs of law enforcement [4]. Group 3: Industry Impact - The widespread adoption of BYD police vehicles reflects not only the success of the brand but also the rise of Chinese manufacturing in high-end sectors, demonstrating a clear trajectory of innovation benefiting public service [4]. - This shift signifies that domestic automotive manufacturers are fully capable of taking on the critical role of ensuring public safety, positioning themselves as reliable "mobile shields" in modern law enforcement [4].

Core Viewpoint - BYD has won a legal case against Yao*qiang for spreading false information about the Fangcheng Leopard brand, resulting in a compensation of 2.01 million yuan for damages to BYD's reputation [1] Group 1: Legal Actions and Outcomes - The court ruled that Yao*qiang's actions constituted commercial defamation, damaging the commercial reputation and product image of BYD and Fangcheng Leopard [1] - BYD's legal department announced the decision and emphasized their commitment to combating black public relations and malicious rumors [1][4] - In May 2024, BYD plans to file another lawsuit against Yao*qiang, seeking a public apology and 5 million yuan in damages [10] Group 2: Technical Achievements and Market Position - Despite facing negative publicity, the Fangcheng Leopard 5 has achieved significant milestones, including a Guinness World Record for the highest altitude reached by a hybrid vehicle at 5,980.05 meters [12] - Fangcheng Leopard has also announced that it has surpassed 300,000 cumulative sales, becoming the fastest new force brand to reach this milestone [14] Group 3: Industry Context and Challenges - The incident with Yao*qiang reflects a broader issue within the automotive industry, where BYD has been a frequent target of online defamation and black public relations [14] - The industry faces challenges from irrational competition and misleading information that can divert research and development investments, hindering high-quality growth [14] - The success of the Leopard 5 amidst these challenges highlights its strong market performance, positioning it as a leading model in the off-road segment [17]

1月22日中午，@比亚迪法务部发布了 比亚迪起诉汽车博主姚*强（抖音账号"大秦军陕团"）一案的一审判决结果： 近期，就比亚迪起诉汽车博主姚*强（抖音账号"大秦军陕团"）一案，我司收到法院一审判决， 判决认定被告编造并传播了方程豹汽车的虚 假信息，损害了比亚迪及方程豹品牌的商业信誉及商品声誉，构成商业诋毁。判令被告向比亚迪公司赔偿201万元 。 据悉，被告汽车博主 姚*强 的抖音账号为"大秦军陕团"，约有140万粉丝。目前，在其账号上，前述与方程豹"豹5"相关的测试视频已下 架。 据此前报道， 姚*强 在其抖音账号"大秦军陕团"发布测试视频，自称以正常驾驶方式测试比亚迪旗下方程豹汽车"豹5"的百公里油耗， 并 最终得出该车型百公里油耗达到18升的结论 。 这 与方程豹官方宣传数据相差甚远，官方数据显示， "豹5"的 百公里油耗为7.8升 。 视频发出后引发广泛讨论， 有网友分析，"百公里油耗18升"是"大秦军陕团"在极限工况下进行测试的结果。网友指出， "大秦军陕团"车 速开到180km/h左右，有严重超速嫌疑 。为此，有不少网友调侃称："这是在用命测评方程豹。" 对此，"大秦军陕团"多次在视频中强调称，为了验 ...

每经编辑｜许绍航 近期，就比亚迪起诉汽车博主姚*强（抖音账号"大秦军陕团"）一案，我司收到法院一审判决，判决认定被告编造并传播了方程豹汽车的虚假信息，损害 了比亚迪及方程豹品牌的商业信誉及商品声誉，构成商业诋毁。判令被告向比亚迪公司赔偿201万元。据悉，被告汽车博主姚*强的抖音账号为"大秦军陕 团"，约有140万粉丝。目前，在其账号上，前述与方程豹"豹5"相关的测试视频已下架。 1月22日中午，@比亚迪法务部发布了比亚迪起诉汽车博主姚*强（抖音账号"大秦军陕团"）一案的一审判决结果： 据此前报道，姚*强在其抖音账号"大秦军陕团"发布测试视频，自称以正常驾驶方式测试比亚迪旗下方程豹汽车"豹5"的百公里油耗，并最终得出该车型百 公里油耗达到18升的结论。 这与方程豹官方宣传数据相差甚远，官方数据显示，"豹5"的百公里油耗为7.8升。 视频发出后引发广泛讨论，有网友分析，"百公里油耗18升"是"大秦军陕团"在极限工况下进行测试的结果。网友指出，"大秦军陕团"车速开到180km/h左 右，有严重超速嫌疑。为此，有不少网友调侃称："这是在用命测评方程豹。" 对此，"大秦军陕团"多次在视频中强调称，为了验证"豹5"真实油 ...

Core Viewpoint - BYD has successfully defended its legal rights against false information spread by an individual, resulting in a court ruling that recognizes the damage to BYD's brand reputation and mandates compensation [1][5]. Group 1: Legal Actions and Outcomes - BYD's legal department announced a court victory, confirming that the defendant disseminated false information about the Fangcheng Leopard brand, constituting commercial defamation [1]. - The court ordered the defendant, Yao*, to compensate BYD with 2.01 million yuan [1]. - BYD plans to pursue further legal action against Yao*, seeking a public apology and 5 million yuan in damages [5]. Group 2: Brand Reputation and Market Position - BYD's brand and public relations manager emphasized the company's stance against malicious attacks and false information, asserting that they will not tolerate black public relations [1]. - The Fangcheng Leopard brand has achieved significant milestones, including a Guinness World Record for the highest altitude reached by a hybrid vehicle [6]. - Fangcheng Leopard's sales have surpassed 300,000 units, making it the fastest new force brand to reach this milestone and the top in growth among new force brands [8]. Group 3: Industry Context and Challenges - The case against Yao* reflects a broader issue of online defamation faced by BYD, which has become a target for black public relations in the automotive industry [8]. - The industry has been criticized for irrational competition that misleads consumers and diverts research and development investments [8]. - Despite challenges, the Leopard 5 model has shown strong sales performance, being recognized as a sales champion in its category [10].

Sales Performance - The main sales model for the company is the Titanium 3, which had a strong initial launch with 20 units sold during the launch event in April. However, sales have since shifted to the Titanium 7, with only 8 units sold last month for the Titanium 3 [2] - The best-selling configuration is the 501KM rear-wheel drive Max version, priced at ¥139,800, with popular colors being mineral green and starry silver [2] Customer Demographics - The primary customers for the Titanium 3 are young individuals aged 25-35, with a significant number being company employees or small business owners [3] - Customers typically have daily commutes exceeding 100 kilometers, making a performance electric vehicle suitable for their needs [6] Customer Experience - The first customer, Mr. Huang, switched from a gasoline vehicle to the Titanium 3 due to high fuel costs associated with his long commute [4] - The second customer, a young man working in a battery factory, was attracted to the vehicle after a successful test drive and decided to purchase it [14][16] Competitive Landscape - The Titanium 3 is often compared to other electric SUVs in a similar price range, particularly the BYD Yuan PLUS, which is favored for its higher sales and lower price [14] Financial Options - The company offers financial plans with a 50% down payment, 0% interest for two years, and trade-in subsidies of ¥6,000 for the Titanium 3 and ¥5,000 for other models [20] Customer Feedback - Common complaints from customers include the auxiliary driving features not being optimal and the rear trunk space being small [21][24] - The first maintenance is free within the first three months or 5,000 kilometers, with regular maintenance costs ranging from ¥200 to ¥400 [23] Additional Customer Benefits - Customers receive a charging station and a lifetime warranty on the battery, motor, and electronic control systems as part of their purchase [26]

Core Insights - The rise of the Equation Leopard brand has put pressure on established players in the off-road vehicle market, such as Great Wall Tank and Beijing Off-road [1] - Equation Leopard has achieved significant sales growth, particularly with its mid-range models, while its high-end strategy still faces challenges [1] Group 1: Sales Performance - Equation Leopard has become the fourth top-selling new force brand, with a record monthly sales of 37,405 units in November 2025, marking a 20.5% month-on-month increase and a 339% year-on-year surge [2] - The brand's main models include the Leopard series (Leopard 5 and Leopard 8) and the Titanium series (Titan 3 and Titan 7), with Titan 7 contributing over 64% of the brand's sales in November [2][3] - The Titan 7 model has achieved impressive sales, with over 50,000 units delivered within 80 days of its launch, and it has consistently surpassed 20,000 monthly sales [2] Group 2: Competitive Positioning - The Titan 7 is priced competitively between 179,800 to 219,800 yuan, making it an attractive option compared to competitors like Haval H9 and Tank 400, which are priced higher [5][6] - The vehicle's design and features, including DM-i super hybrid technology and advanced driving assistance, enhance its appeal and value proposition [6][10] - The brand's strategy of offering high value at lower prices has positioned it as a disruptive force in the market, challenging established brands [6][10] Group 3: Market Strategy and Future Outlook - Equation Leopard aims to penetrate the mid-range "light off-road" market, with a focus on models priced between 150,000 to 200,000 yuan [13] - The brand's sales structure indicates that growth is primarily driven by mid-range models, with high-end models contributing less than 40% to total sales [14] - Despite the current reliance on lower-priced models, Equation Leopard has the potential to build a recognized brand value and pursue a high-end strategy supported by BYD's technological resources [14]