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 ...

汽车植入从银幕配角升级为主角。 2026年春节档，《飞驰人生3》以票房与口碑双领跑之势成为现象级影片。据猫眼专业版数据，截至2月 21日10时26分，由沈腾领衔主演的电影《飞驰人生3》票房突破20亿元，成为今年春节档首部票房破20 亿元的影片。 在早期的影视植入中，汽车的主要功能是"身份标签"，即主角开什么车，意味着他是什么样的人。随着 《速度与激情》《头文字D》《飞驰人生3》等作为代表的赛车运动电影的兴起，汽车植入营销进入2.0 阶段，这种题材的特殊性在于：汽车不再是服务于剧情的道具，而是推动剧情的核心角色。每一款车的 亮相都是剧情需要，而非生硬广告。 而《飞驰人生3》揭示了一个更深刻的趋势：汽车品牌与影视IP的关系，正在从"广告投放"走向"内容共 创"。 过去，品牌是电影的赞助商，花钱买镜头；现在，品牌成为电影的联合创作者，从剧本阶段就深度参 与，让产品特性成为剧情的一部分。比如奥迪的赛道基因、领克的电动性能、理想的空间服务能力、阿 维塔的智驾水平等，这些不是后期加贴的标签，而是提前植入的故事内核。 这种模式的初步市场转化效果也已经有所体现。第一财经记者获悉，截至发稿，电商平台上《飞驰人生 3》奥迪A3拉 ...

Core Insights - The article discusses the involvement of Li Auto in the "Fast and Furious" film series, highlighting its product placements and promotional strategies [1][2]. Group 1: Product Placement - Li Auto's vehicles have appeared in multiple installments of the "Fast and Furious" series, including the prototype of the Li ONE in the first film, although it was not retained in the final cut [1]. - The second film featured the Li L9 as a training car, showcasing its interior [1]. - The latest installment, "Fast and Furious 3," included a complete side profile of the Li MEGA [1]. Group 2: Box Office Performance - As of February 17, 2026, "Fast and Furious 3" has achieved a box office of 633 million, capturing 50.2% of the market share during the Spring Festival period [3][4]. - The second highest-grossing film during the same period, "Silent Shock," earned 234 million, representing 18.6% of the market share [4]. - The overall ticket sales for the Spring Festival reached 25.32 million, with an average ticket price of 49.7 yuan [4].

以下文章来源于36氪汽车 ，作者徐蔡钰 樊舒琪 36氪汽车 . 看懂汽车产业新百年。36氪旗下智能电动车产业报道公号。 趋势不可逆，底线不能退。 文 ｜ 徐蔡钰 樊舒琪 编辑 ｜ 李勤 杨轩 来源｜ 36氪汽车（ID：EV36kr） 封面来源 ｜ 视觉中国 "速成车"踩刹车 2026年一开年，监管部门再一次收紧了对汽车开发的要求。这让不少"老汽车人"松了一口气。 一名头部车企的软件总工告诉36氪，在他十余年的从业生涯里，从未经历过去几年的激进时刻： 原本需要适配两年才能上车的新架构，现在10个月就得上车；之前机械验证要做的两次冬测试、两次夏测，被压缩成了一次冬测、一次夏测。 原本要验证4个月的整车控制软件，现在2个星期就可以上车。 他这种内行人才知道的隐忧还有：看似测试环节都在，但压缩时长伴随着高强度加班，实际操作中，需要测200次的项目最后可能只测了30次；测完10 次，员工便可能说已经测过100次了。 "有些问题就会测不出来，其中可能包含高安全相关问题。比如经常车卖出去，门把手出不来等等B类问题还有一堆。" 因为智能电动车普遍的特点是可以空中升级，不少车交车时，一些软件还未开发完成，公司就寄希望于后续推出 ...

Core Viewpoint - The new mission of Li Auto is "Be Proactive, Change the World," with a vision to become a global leader in embodied intelligence [1] Group 1: Company Evolution - Li Auto's previous mission focused on creating a mobile home and happiness, which has now shifted towards a broader technological ambition [1] - The company is evolving from being perceived solely as an automotive manufacturer to being recognized as an AI company, emphasizing the integration of AI with physical products [2][10] - The leadership of Li Auto, particularly CEO Li Xiang, is characterized by a commitment to continuous growth and learning from past experiences [3][4] Group 2: Leadership Insights - Li Xiang's personal growth journey includes learning the importance of communication and focusing on user needs rather than competitors [5][8] - Significant past experiences, such as challenges during the automotive industry and previous ventures, have shaped Li Xiang's approach to leadership and decision-making [6][7] - The transition to focusing on AI and embodied intelligence reflects a strategic pivot based on industry trends and personal insights gained over time [11][12] Group 3: AI Integration - By December 2024, Li Xiang recognized the critical role of foundational models in AI, understanding that they serve as a key entry point for various products and services [12] - The company is actively engaging in AI research and development, with a focus on integrating AI capabilities into its automotive offerings [13][14] - Li Auto is preparing to address the challenges of robotics and AI, indicating a proactive stance in seizing market opportunities in these emerging fields [15][16]

Core Viewpoint - The article discusses the impact of malicious public relations and online water army attacks on the automotive industry, particularly focusing on Li Auto's MEGA model and the broader implications for the industry as a whole [1][2][18]. Group 1: Li Auto's MEGA Launch and Negative Publicity - Li Auto's first pure electric model, MEGA, launched in March 2024, did not meet initial sales expectations of 8,000 units per month due to negative publicity and malicious interpretations circulating on social media [1][2]. - The negative sentiment was exacerbated by a coordinated attack involving altered promotional content and derogatory associations with the vehicle, leading to a loss of at least 10 confirmed orders from customers who had previously made deposits [1][2][18]. - The severity of the situation prompted Li Auto to conduct internal research to assess the impact of these negative narratives on consumer perception and order changes [1][2]. Group 2: Investigation and Industry Context - In April 2024, police in Hebei launched an investigation into the "black public relations" incident related to Li Auto MEGA, uncovering involvement from at least four other automotive companies and their agencies [2][4]. - Li Auto's CEO, Li Xiang, described the incident as one of the largest smear campaigns in automotive history, reflecting a troubling trend within the Chinese automotive industry over the past few years [2][4]. Group 3: Organized Attacks and Industry Response - A police operation in December 2025 dismantled a network responsible for spreading negative information about electric vehicles, involving multiple companies, including Xiaomi and Li Auto [4]. - Li Auto identified a pattern of coordinated attacks characterized by the use of multiple accounts to disseminate false information, particularly during new product launches, which is a common tactic in the industry [6][11]. - The company reported that negative comments about the Li i8 model reached 30% of total comments during its pre-launch period, significantly higher than the typical rate for new automotive products [6][7]. Group 4: Financial Impact and Strategic Adjustments - The negative publicity surrounding the MEGA model led to a market value loss of over 180 billion yuan within just ten days of its launch, with ongoing discussions about its design continuing to affect the brand's long-term value perception [18]. - As a result of the backlash, Li Auto had to invest approximately 2 billion yuan to redesign its product line, indicating the substantial financial implications of the negative publicity [18]. Group 5: Broader Industry Implications - The phenomenon of black public relations and online water army attacks has become a widespread issue in the automotive sector, affecting various companies, including NIO and Leado, which have also faced similar challenges [11][12]. - The rise of social media and the competitive landscape has intensified the focus on "traffic" as a critical element for automotive companies, inadvertently providing fertile ground for malicious activities [24][25][26]. - The interconnectedness of traffic, sales, and corporate image has created a challenging environment where the growth of online engagement can lead to increased vulnerability to smear campaigns, complicating the relationship between brand reputation and market performance [26].

Core Insights - The article discusses the delivery performance of Li Auto in January 2026, highlighting a total delivery of 27,668 vehicles, with 9,358 being range-extended and 18,310 being pure electric [1][2] - It mentions a significant organizational restructuring within Li Auto, transitioning from a Huawei IPD model to a Toyota CE model [1] - The article also notes the introduction of two product lines within Li Auto, with specific leadership assigned to each line [3] Delivery Performance - In January 2026, Li Auto delivered a total of 27,668 vehicles, which includes 9,358 range-extended vehicles and 18,310 pure electric vehicles [1][2] - The delivery numbers for previous months show fluctuations, with December 2025 having the highest at 44,246 vehicles, and a notable decrease in January 2026 [2] Organizational Changes - Li Auto is restructuring its product lines into two main categories: one focusing on MEGA, L9, L8, and L7, and the other on the i series and L6 [3] - Leadership changes include汤靖 overseeing the first product line and 李昕旸 managing the second [3] Market Position and Strategy - The article indicates that Li Auto is focusing on enhancing user experience over the initial purchase experience, as stated by the company's founder [3] - There is a mention of Li Auto's strategic goal for 2028, emphasizing the importance of AI and agent technology in their future plans [4] Industry Context - The article references a broader industry context where Li Auto is seen as a leader in self-developed materials and applications within the automotive sector [4] - It also highlights the competitive landscape, noting that the performance of other brands in the market, such as AITO, has been better in the 300,000+ market segment compared to Li Auto [3][5]

Industry Information - Beijing Economic and Technological Development Zone implements intelligent connected vehicle initiatives to enhance AI's role in data-driven technology [2] - Shenzhen releases a three-year consumption action plan focusing on green electricity consumption and charging infrastructure [2] - The largest high-speed supercharging station in China is operational in Hangzhou [2] - NIO achieves a milestone of 100 million battery swaps, with a network covering 8,627 stations nationwide [39] - CATL signs a comprehensive strategic agreement with Yunnan to promote green energy and transportation [10] Policy Information - The 2026 Central Document No. 1 emphasizes expanding rural consumption and supporting the adoption of new energy vehicles [26] - The Ministry of Transport plans to build over 10,000 charging guns in national highway service areas by 2026 [14] - The 2026 action plan for Beijing's traffic governance includes increasing the coverage of charging facilities [25] - Canada plans to abolish mandatory electric vehicle regulations and reintroduce consumer subsidies for electric vehicles [12] Company Information - BYD launches a new brand "Linghui" focused on the mobility market, aiming to provide affordable and advanced electric vehicles [33] - Xpeng Motors announces the launch of its AIOS 6.0 OTA update, featuring the industry's first proactive service cockpit [35] - Li Auto is set to open its 4,000th supercharging station, enhancing its charging network [39] - Xiaomi Motors updates its city driving assistance feature, lowering the mileage threshold for users [37] - NIO collaborates with a local company to enhance battery swapping services during the Spring Festival [39]

Core Insights - Li Auto has released the OTA 8.3 version, introducing 23 new features and 12 experience optimizations across various dimensions including smart driving, charging, vehicle interaction, and entertainment, applicable to models such as Li MEGA, Li L series, and Li i series [1] Group 1: Charging and User Experience - The upgrade includes a real-time display feature for Li Supercharging station status, helping users check charging station conditions during peak times to avoid long queues [3] - Electric vehicle users can now remotely activate charging preheating or precooling via the Li Auto App to enhance charging speed and experience [3] Group 2: Smart Driving Enhancements - The VLA driver model has received algorithm upgrades for lane change decision-making accuracy and now includes intersection speed and lane memory capabilities, allowing vehicles to learn drivers' habits at specific intersections to improve commuting efficiency [6] - For closed park scenarios, the AD Max model has added a parking fee reminder feature when exiting, in collaboration with Alipay, to optimize the exit experience [6] Group 3: Entertainment and Personalization Features - The Li L series and Li MEGA have introduced an art frame feature, allowing users to upload images and use AI technology to create personalized static or dynamic screensavers, with some templates adapting to the vehicle's color [9] - New alert sounds have been unlocked for the Li L series and Li MEGA, suitable for various notification scenarios [9] - The OTA update has added local audio and video playback capabilities, supporting direct reading of mainstream audio and video formats from USB drives, and introduced a Unity game virtual controller feature, enabling passengers to connect their phones to the vehicle's system as controllers without needing to purchase physical ones [9]

Core Insights - Li Auto has officially launched the OTA 8.3 version update, focusing on enhancing user experience for the upcoming Spring Festival travel and daily vehicle convenience, introducing 23 new features and 12 experience optimizations [1] Group 1: Smart Driving Enhancements - The VLA (Visual Language Action) driver model has received algorithm upgrades for lane change decision-making and accuracy, along with new capabilities for intersection speed and lane memory [1] - The system allows vehicles to learn drivers' habits at specific intersections, improving commuting efficiency on frequently used routes [1] - For closed park scenarios, the AD Max model now includes a parking fee reminder feature when exiting, in collaboration with Alipay, enhancing the exit experience [1] Group 2: Charging and Energy Management - The new version introduces a real-time display of Li Auto's supercharging station status, allowing users to view not only the number of available charging stalls but also live photos of the station to assess queue conditions [1] - For pure electric models (MEGA and i series), a remote charging preheat/cool feature has been added, enabling users to adjust battery temperature via the app to enhance charging power and efficiency [1] Group 3: Cabin Entertainment and Personalization - The OTA update includes local audio-visual playback functionality, supporting direct reading of mainstream audio and video formats from USB drives [2] - A Unity game virtual controller has been introduced, allowing passengers to connect their phones to the vehicle's system as a controller without needing to purchase a physical one [2] - The previously anticipated "art frame" feature is now available for the 22/23 models of the Li L series, enabling daily generation of AI static or dynamic wallpapers [2] - All models have added a "warm" unlocking sound similar to that of the i series, providing users with more diverse auditory interaction options [2]