The auto market in 2021 has once again been swept up by the epidemic + lack of core, and although it has been rolled up, it is still full of vitality. A large part of the credit for the exuberance comes from those amazing stories that are talked about. This year, under the pressure of multiple pressures, the melon-eating masses were depressed, but under the nourishment of the sweet melons in the entertainment circle, the automobile circle and other circles, the depressed mood was well comforted.
From this point of view, "melon" is indeed a positive spiritual food, soothing people's hearts and promoting the development of the industry! Today, let's take stock of the amazing stories in the automotive circle in 2021.
Endorsement melon - endorsement is risky, and the casting needs to be cautious
When it comes to melons, the entertainment industry is like 10,000 acres of melon fields, after all, the roles in the circle are all eye-catching melon sources, car companies have also seen this, in order to shape the brand image, enhance brand efficiency, signed artists for their own endorsement is a common operation, but the accident of signing a contract overturn also occurs from time to time.
Coincidentally, on December 16, 2021, Wang Lihong officially became the spokesperson of the Infiniti brand; on the evening of December 17, Li Lianglei issued a long complaint, and in the early morning of December 18, Infiniti issued a termination statement with Wang Lihong overnight, which was only 2 days after the full count, which was the shortest endorsement in history. In this way, Infiniti built a new QX60 in order to save the decline, and spent a lot of money on marketing, in order to bring a glimmer of light to the dismal sales of the big move was broken. But from another point of view, this also indirectly completed a "reverse marketing": first, not only did it save endorsement fees, but also earn some liquidated damages, and the influence brought by this matter far exceeded the normal signing, and the brand exposure achieved unexpected results.
It seems that Infiniti can insist on a few more years, but it is understood that on January 1, 2022, Infiniti was officially adopted by Dongfeng Nissan, and Nissan and Venucia became juxtaposed brands, which...
There is more than one gua endorsement, after the accident of Wu Yifan, who was in the limelight, Nezha Automobile had employees come up with the idea of asking Wu Yifan to act as a brand spokesperson, and the brain circuit can be called Qingqi;
Rolls-Royce asked the "black material net red couple" to endorse, but also pulled down the brand image, Wang Sicong bluntly said "too low to buy later", I believe this is also the reason why most consumers refuse to buy Les Rice.
From this point of view, endorsements are risky, and casting needs to be cautious.
OEM melon - apples make cars, who flowers fall to
In 2021, not only did the entertainment industry collapse, the behavior of artists was shocking, and the automobile circle also staged a "love" ethical drama. In 2021, many enterprises go to the sea to build cars: dry search engines to build cars, dry real estate to build cars, open online stores to build cars, do antivirus software also go to build cars... We're going to talk about Apple cars this time.
Apple's entry into any field will cause a lot of commotion, and in the matter of entering the automobile field, it not only caused a commotion, but also a very good "riot operation".
At the beginning of the year, after Apple announced the construction of the car, it first consulted with n car manufacturers, and after Apple's repeated riots and the speculation of the masses, it was finally the hottest and recognized as the most likely "winning bidder" was Hyundai and Foxconn.
Apple is strong, and working with Apple is tough. South Korea's Hyundai has a strong intention to cooperate but is not willing to only do a foundry without a voice; Foxconn, as Apple's "old lover", conveys a clear OEM intention to build a car, willing to be a contemporary factory while Apple is blind.
In this way, a "heart apple, ambition modern, Foxconn willing to be a spare tire" triangle relationship, and finally apple "foundry" position to spend who, so far there is still no conclusion, perhaps the arrogant apple finally chose to build itself, it is not impossible.
Rights protection melon - improper handling of vehicle failure, desperate choice to protect rights
In addition to the above strange stories that are related to love, there are also many stories in the automotive circle in 2021 that have nothing to do with love, full of anger, hatred and some funny stories, that is, disputes between car companies and consumers. When it comes to disputes with consumers, Tesla is definitely the one with the most say.
At the Shanghai Auto Show Media Day on April 19, a strong woman resolutely stood on the top of the Tesla booth vehicle and shouted and jumped, becoming the most beautiful boy at the Shanghai Auto Show that day, although she was slightly embarrassed in the process of being forcibly taken away, but it gained enough exposure, and its rights protection matters also received corresponding attention.
It is understood that the reason why the woman made a big fuss at the Tesla booth was because the traffic accident caused by the suspected "brake failure" of Tesla was not properly handled, and she had to choose "roof rights protection". Afterwards, Tesla officials said: "There may be someone behind her, let her insist on high compensation", and put forward the statement that "consumers need education", which is lamentable.
It is worth mentioning that during the Tesla booth rights protection period, the Dongfeng Peugeot to the booth was holding a press conference, due to the popularity of the Tesla booth at that time, the media have turned to the Tesla booth, resulting in the loss of Dongfeng Peugeot's exposure, the situation is more embarrassing. But eat a long and wise, the next day, the Dongfeng Peugeot booth arranged for ballet dancers to dance on the roof of the exhibition car, and the dancers faced the Tesla booth all the way. The cuteness and helplessness of car companies can be seen.
In addition to the roof rights protection, Tesla has also been on the hot search for many times due to accidents such as "suspected stall" and "charging fault throwing pot", and in June of the same year, Tesla's legal department opened an official account, which can be seen that it is trying to shock Chinese public opinion through legal means.
Chip melon - the global car lacks core, and car companies show their abilities
In addition to love and strife, car companies are also suffering together, facing the problem of chip shortage together, in this process, some car companies can not withstand the pressure to choose lack of morality, some car companies are working hard and embark on the road of their own hands and abundant food.
Euler good cat some time ago can be said to have suffered a lot, the accident stemmed from euler good cat owners inadvertently found that the chip used in their vehicles and manufacturers advertised is not the Qualcomm 8155 chip, but the Intel quad-core chip. After CCTV tracked and reported on this, Euler then responded: the first response promised free OTA upgrades, the second response increased the amount of user rights, and the third response again increased the richer rights and interests package.
Euler's behavior is undoubtedly the negative teaching material in the chip crisis, and the following car companies have embarked on the road of striving to be strong.
SAIC-GM-Wuling comprehensively promoted the localization of vehicle chips; BAIC, BYD, and Geely entered the automotive-grade chip market through self-research and cooperation with technology companies; BMW Group signed an agreement with microchip developer INOVA and semiconductor manufacturer GF to supply millions of chips every year...
Car companies that are really desperate have to choose to reduce production or even stop production, losing short-term profits and keeping the moral bottom line.
Miscellaneous melons - many melons in the car circle, listed here seven or eight
Toyota boss Akio Toyoda has shelled electric vehicles on many occasions, but at the end of 2021, more than a dozen trams were unveiled at once, and threatened to launch 30 trams in 2030 and achieve full electrification in 2035, staging an annual face-punching drama.
Musk's Starlink project is expected to launch 42,000 satellites, with the aim of achieving network coverage without dead angles on Earth and improving network speed. So far, more than 1800 satellites have been launched, 4% of the total target has been completed, and it is understood that these 4% of the satellites have almost collided with other satellites in the sky many times, and the network speed on the earth has not increased to the expected effect.
In August 2021, Weilai Automobile died due to the failure of the pilot assistance function, and after the incident, Weilai officially said that the pilot function was assisted driving rather than automatic driving, and the official website of Weilai Automobile clearly wrote the words NAD automatic driving.
In December 2021, Evergrande's first car, Hengchi 5, finally rolled off the production line, but Xu Jiayin's real estate business was yellow, and this wave of replacement did not look very profitable.
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postscript
As a car editor, I will not let the general car circle affair stir up waves in my heart, unless I can't help but smile brightly or doubtfully on my face. The strange stories of the automotive circle in 2021 are fascinating, and 2022 will also be a wonderful year, let us "wait for the new melon".