Last weekend was really exciting, "Hammer of Lei God VS The Power of the Great Wilderness", the four-wheel drive sister was shocked after watching it, and could not find the right adjective for a while. However, what is even more shocking to everyone is that Infiniti announced the termination of the cooperative relationship with Wang Lihong overnight, which is less than two days before the official announcement that Wang Lihong officially became its spokesperson.
(Overtime in the early hours of Saturday morning, internal process approval speed is also too fast)
We are like the monkeys in the melon field, eating one by one. However, Infiniti, as the first brand to terminate the contract within 2 hours after the incident, has won unanimous praise from the majority of netizens for such a "decisive killing", and even left messages to change the car.
Don't go, Infiniti has just introduced a new medium-sized SUV to The country - QX60.
In terms of appearance, the appearance of the QX60 is consistent with the overseas version of the model, with a length, width and height of 5127/2005/1767mm and a wheelbase of 2900mm.
In terms of interior, the new car also basically continues the design of the overseas version, using a new three-frame steering wheel, equipped with a 12.3-inch floating display and a 12.3-inch InTouch interactive display and dynamic instrument, and equipped with a 10.8-inch head-up display system.
In terms of power, the new QX60 is equipped with a 2.0T VC-Turbo turbo engine with a maximum power of 185 kW (252 hp), which is matched by a 9-speed manual transmission.
The domestic pre-sale price is 47.98-56.98 million yuan, compared with the medium and large SUV of the BBA, the price seems to be quite close to the people. However, it should be noted that the front suspension of the QX60 does not use the conventional double wishbones or multi-link of the luxury camp, but the MacPherson structure that is common in mainstream brands, or low-end models; as for the engine, those who pay attention to Infiniti know that the imported QX60 old model has a price threshold of only 479,800 in the case of a 2.5T engine, but the new QX60 adopts a 2.0T engine with reduced specifications after the new QX60 is domestically produced, and the pre-sale threshold is as high as 450,000. Fortunately, the use of VC-Turbo variable compression ratio technology, the maximum power of 185kW, the peak torque of 376N·m, instantly let the QX60 2.0T engine parameters up a notch.
Back to the event itself, celebrity endorsements can bring traffic to car companies, thereby increasing the exposure and attention of brands and models. However, there have been too many incidents of "rollover" in recent years. As early as 2013, Beijing Hyundai Xinshengda spokesperson Sun Yang was detained for driving without a license, and because he invited Sun Yang without a driver's license as a spokesperson, Beijing Hyundai was accused of suspected false advertising, and the subsequent publicity and sales of Xinshengda were also affected to a certain extent; in 2014, Chevrolet invited actor Ke Zhendong to create cool endorsements for his new products, and then Ke Zhendong was exposed to drug use in Beijing, Chevrolet Chuangku advertising was affected, and Chevrolet has since launched a claim against Ke Zhendong; on the eve of the 2016 Guangzhou Auto Show, Badminton world champion Lin Dan was exposed to cheating. Originally scheduled to be listed the next day, Dongfeng Nissan Tianlai, endorsed by Lin Dan, had to remove promotional materials and rebuild overnight; at the end of 2020, Volvo China invited singer Hua Chenyu as a spokesperson, and at the beginning of this year, Brilliance Yu posted on Weibo to admit that he had a child born out of wedlock, which also made Volvo Cars once fall into an embarrassing situation.
This year, Porsche China also made an appointment with Wu Yifan because of its negative incident; and Rolls-Royce finally took the relevant video offline due to the controversial endorsement promotion of Internet celebrities; GAC Toyota official also issued an announcement at the first time after Li Yundi's accident, saying that Li Yundi is not its spokesperson, let alone the new fourth-generation Highlander spokesperson...
Judging from the above events, once the spokesperson has a problem, it will have a certain impact on the brand of the endorsement, and some car companies will also suffer a lot of losses. Judging from the results of car sales, celebrity endorsements do not seem to have much to do with product sales.
Celebrity endorsements mainly strive for the younger generation of customer groups, and middle-aged and elderly consumers who can be the main force of consumption have their own judgments on standards such as automobile quality, brand power and after-sales service. Today's event may allow more people to know Infiniti and QX60, but if you want to really win the favor of consumers, you must have a strong product force to support, rather than relying on celebrity gossip to go out of the circle.