Why are the cars making big guys "king"?

The new forces of cars are good at exaggerated marketing

But their exaggerated marketing to peers is not high

The interoperability of the automotive industry has never been as fierce as it is now.

"It is necessary to harden the iron, and the extended hybrid technology is the industry consensus. No matter how big the mouth is, it cannot be a big word." On July 6, Li Ruifeng, CEO of Great Wall Motors, bombarded Huawei's executive director and terminal on Weibo BG CEO, smart car solution Bu CEO Yu Chengdong.

Li Ruifeng did not understand the advanced nature of Yu Chengdong's emphasis on the process of extended process three times, and opened the scene in person. On July 7, Yu Chengdong once again stated at the 14th China Automobile Blue Book Forum that it is very suitable for the processing car as the first car in the family. Improve and recommend "elimination of pure fuel vehicles as soon as possible."

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Although Li Ruifeng expressed doubts about Yu Cheng Dongli's extended vehicle, Yu Chengdong's point of view was still an enthusiastic response from the ideal car CEO Li Xiang. Li Xiang not only reposted Yu Chengdong's Weibo, but also praised.

Prior to this, Li wanted to be slightly lonely on the extended electric vehicle route, and the extended electric vehicle was questioned by the industry more than once. For example, Volkswagen (China) CEO Feng Sihan said in a press conference in September 2020: "Extended electric electric is the worst solution." At that time, the outside world believed that the public referred to the ideal car.

Li Xiang, who was denied by the public, burst into a public speech on the public speech of the ideal car user day in Chengdu in 2020: "Let me talk about unpleasant words first, TMD's bunch of stinking techniques, rush to our BB every day, what extended electric electricity is backward Technology, do they have the technology of TMD? Let a group of people who have no user thinking and do not care about users at all, Tiantian and Earth research the technical route, what technology routes TMD? Nonsense! "

In November 2021, after the sales volume of the ideal ONE bicycle exceeded the total sales of the Volkswagen brand in large SUVs in Central China, Li Xiang also specially produced a sales comparison chart. effort."

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After that, Li Xiang's words were sharp and did not converge. Earlier this year, Li Xiang was furious on Weibo, the latecomer of the car -making field, the CEO CEO of the group car. Li wants to say politely: "Those entrepreneurs who are expected to find the super savior, those entrepreneurs who are expected to be able to open Ren Du Erqi (not), are generally found scammers, or probably the probability that they are scammers themselves. . There are still people who can publicize this view to the outside world without shame, which really refreshes the bottom line of entrepreneurs. The essence of entrepreneurship is: rhythmic patience and long -term growth. "

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Wen Wei was naturally unwilling to show weakness. He responded on the social platform, "I did not expect the first shot of the Long March from the Long March from Mr. Li Xiang. Except for the rhythm and patience, did you forget your vision and judgment? Speak too early? So don't treat yourself as a prophet, and don't be the one you hate most. "

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Regarding his own fast -moving and fast words, Li Xiang wrote such a content on Weibo: "When you are 40 years old, you are still unobstructed, irritated, and annoying. It is wide, rational and objective. "It seems that Li wants to know his personality too much. However, he thinks it is not bad.

The mutual interoperability of the car is not only different from the choice of technical routes. Although the new forces of cars are good at marketing their products in exaggerated ways, sometimes, they are not high for exaggerated marketing for peers.

On May 28 this year, at the 26th Guangdong -Hong Kong -Macao Greater Bay Area Auto Show, Yu Chengdong brought goods to the M7 in the speech, claiming that it would bring consumers to surpass the comfortable and intelligent experience of millions of luxury cars. This statement was ridiculed by the chairman of Xiaopeng Automobile and CEO He Xiaopeng.

Compared to Yu Chengdong's selling for M7, He Xiaopeng's marketing of Xiaopeng G9 seemed "low -key". On June 29, He Xiaopeng said on Weibo: "I am very confident in G9, which will be the best SUV within 500,000. For us, this means that we have done what others have not done, and at the same time Do what others do better. "

However, for the marketing of product power, Yu Chengdong will ask M7 to comparable to millions of luxury cars. It is not exaggerated. On the occasion of the ideal L9, the ideal car CEO Li wanted to sell himself on Weibo, saying that L9 was the best home flagship SUV within 5 million yuan. It has flagship driving performance and ride comfort. And not afraid at all.

In the competitive fierce car market, the big guy who wants to make a circle of products needs strong self -confidence. Yu Chengdong once said that Huawei's goal of entering the automotive industry is to achieve first, because no one will remember who the second is. Yu Chengdong set the goal to surpass Tesla: "I hope we will turn them over in the first year and surpass them; the next year far surpasses them, I hope that our car sales will sell rapidly by more than 2,000 units a year."

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This is not the first time Tesla has been "hanged" by a new domestic car building forces. As early as 2020, He Xiaopeng had gone to each other with Musk. "Beginning next year, you must have thought in China to be prepared to be beaten by us. As for international, we will meet." He Xiaopeng said in social media. The cause of annoying He Xiaopeng was that during the 2020 Guangzhou Auto Show, He Xiaopeng announced that Xiaopeng Automobile will launch the first mass -produced car with lidar in 2021. When the Tesla CEO Musk reposted the comments on social media, although Xiaopeng Automobile had the old version of Tesla's software and did not have Tesla's latest neural network computer, it was inspired by the "theft case involved in the two companies. "".

Although He Xiaopeng and Musk had more than once or twice, this did not affect He Xiaopeng's optimism and holding Tesla's stock. He Xiaopeng once said that he purchased new forces such as Tesla and other vehicles a few years ago and made a summary: about two or three planes!

Of course, the most typical "king of mouth cannon" in the field of car construction is probably the "Iron Man" Musk on the other side of the ocean.

In March 2022, US President Biden delivered a speech on the National Love Counseling. When mentioning the new energy vehicle industry in a large space, the focus was on Ford and GM, and he did not mention the seemingly beautiful Tesla. Musk was furious and sarcastically in the email sent to CNBC: No one reads the national situation. And on Twitter, Biden was a "humanoid puppet". Not long ago, Musk called "economic bad" in social media. Regarding Musk's remarks, Biden "hopes that Musk's moon trip goes all the way" and praise Ford and GM again.

Compared to traditional manufacturers with a century -old car accumulation, new forces of car manufacturing are more like a fearless hair boy. The founding people personally bring traffic, the topic and communication effect brought by the naked eye. In the field of car -making in the nine deaths, the ultimate exaggerated marketing methods can indeed attract the attention of users, media and capital markets in the short term, and no more cost -effective marketing. But this also puts the brand more pressure. Once the product or commitment is not as good as expected, the brand will be backfrontable by traffic. For the new forces of car that urgently need attention, dare to say, dare to do, and dare to be the background of them.

Author: Liu Shanshan

Edit: Zheng Yu

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