According to Sina Auto, citing people familiar with the matter, Tesla will sue Chen Zhengang (account name @ Xiaogang Xuechang) on a platform on January 26, which was originally based on the latter's use of information networks to carry out malicious defamation. According to this news, Sina Auto contacted the relevant departments of Tesla for the first time, and the relevant departments of Tesla officially responded that "there is indeed this matter" and will formally file a lawsuit with the court.
It is understood that "Xiaogang Xuechang Oh" has 14 million fans on a short video platform and has a greater influence. For Tesla's lawsuit, "Xiao Gang Classmate" said that there was no data fraud in the content of his video test, and shouted that Tesla "please verify with the notary office."
Presumably, many friends will feel a little unclear when they see this, so what is going on with this event that integrates hot topics such as Tesla, tens of millions of fan Internet celebrities, and data fraud?
01
Tesla sued the "Little Elder" for the ins and outs
The cause of the incident was two test videos released by "Xiao Gang Senior" on April 29 and 30, 2021. In the video, he conducted AEB emergency braking tests on tesla Model 3 and Xiaopeng P7, and the final "test" results showed that Tesla Model 3 failed to brake successfully, while Xiaopeng P7 braked perfectly. However, the "testing" process of "Xiao Gang Senior" has sparked heated discussions on the Internet.
Among them, another car blogger "Xiao Li Feiche" released a number of videos to express doubts about the authenticity of the content of the "Xiao Gang Senior" test. "Xiao Li Feiche" said that "Xiao Gang Senior" secretly stepped on the electric door when testing the Tesla Model 3. When the two car bloggers' lines continued to ferment, they also triggered a fierce discussion on the Internet.
In the face of questions from the Internet, "Xiao Gang Senior" responded to the reason why he clicked the electric gate during the test on his trumpet "Xiao Gang's Daily Life": because the test conditions at that time were 50 kilometers per hour, the oil was collected too early, the kinetic energy recovery would reduce the speed, so he stepped on the throttle for rigor.
However, whatever the purpose, the reply of "Xiao Gang Senior" actually admitted that he stepped on the electric door one more time before the collision. It is worth mentioning that the time from the release of the Tesla Model 3 emergency brake test from the "Xiaogang Senior" coincided with the controversial period of Tesla in China.
On April 19, 2021, at the 19th Shanghai International Auto Show Media Day, a woman wearing a white T-shirt with a "brake failure" stood on the roof of a Tesla exhibition car and shouted "Tesla brake failure", the scene was chaotic, and finally the woman was carried away from the scene. After the incident, the market was once full of rumors of "Tesla brake failure", and there were many accidents in a short period of time.
In this context, auto media people have carried out emergency braking tests on Tesla models, whether it is out of the study of facts or to win traffic, and from the multi-party test results, it cannot actually prove whether Tesla has brake failure.
In Xiao Lei's view, whether the test video of "Xiao Gang Senior" has malicious defamation, how the outcome of this matter itself will have laws and relevant departments to give a conclusion, but the current evaluation chaos in the media circle is worth discussing.
02
Why is there a review chaos?
As a person in the auto media circle, Xiao Lei, aside from whether "Xiao Gang Senior" really has malicious slander, Xiao Lei believes that the evaluation of content providers itself is a strange circle that is impossible to be absolutely objective and fair. From the perspective of revenue source, the main source of income for content providers is Party A's business cooperation, which is the so-called "just meal", followed by the traffic obtained from the official.
Just as the so-called eating mouth is short, taking people short, most content providers need to rely on business content to survive. Once the content provider has just the right meal for Party A, it is difficult to be absolutely fair and objective. In fact, the reason why such a situation occurs is also very understandable, you receive money, you have to do good things for people.
In Xiao Lei's view, taking people's money and doing things for others is only a common industry phenomenon, and it can even be said that most content providers have a way of survival, regardless of right or wrong. To use a less appropriate analogy, the lawyer's job is to win the case, and whether to help the plaintiff fight the case or defend the defendant is not something it needs to be overly concerned about. It is impossible for a lawyer to take money from a defendant and then give him a rake because it is against professional ethics.
The media and lawyers are different, and there is often only one good lawyer opponent, that is, the opposing lawyer. Excellent content providers often need to face the party A who gives it the right meal and the reader who gives it traffic at the same time, and needs to grasp the awkward and delicate balance between the two through high-quality content.
In fact, Party A, the content provider and the official are themselves a closed loop. First of all, only if the content provider has made high-quality content and has enough influence among the readers, Party A will be able to give the content provider a "just right meal" opportunity. If the content provider's content is too obvious, causing the disgust of the officials, then its ability to eat will be relatively weakened.
However, once a content provider has just eaten, the output content will inevitably be more or less biased towards advertisers. In Xiao Lei's view, the content providers at the right moment, the content they output already contains the nature of the advertisement, losing absolute subjectivity and impartiality, and even more will mislead the reader to look at the official situation.
In addition, Xiao Lei also mentioned earlier that in the era when traffic is king, the traffic of content is an important factor affecting the "right meal" of content providers. Therefore, some content providers will also lose the principle of doing content in order to sensationalize traffic.
The job of the content provider is to take the money for the meal and output the content to the officials. In Xiao Lei's view, the third-rate media only want to earn traffic, the second-rate media only want to eat, and only the first-rate media can grasp the awkward balance between the officials and the meal, but there are very few first-class media.
In Xiao Lei's impression, the only car program that can be independent in the auto media circle is TopGear, and the reason why this popular car show can be independent is mainly because of the strong financial support of the BBC (British Broadcasting Corporation).
On the other hand, the so-called turnip cabbage has its own love. Even in the case of improper food, a content provider can only become a word, it can only be responsible for its own words, how a car is not a content provider to decide, and even a group of car critics can not characterize a car.
You know, everyone will have a subjective view of a certain thing, and this subjective view can easily affect the fairness of its evaluation of this thing. For example, Xiao Lei considers himself a fan of half BYD, and he has high respect for MR. Wang Chuanfu, the founder of BYD, and has a good feeling for the BYD brand.
Therefore, even under the premise of improper rice (in fact, Xiao Lei has not yet had just arrived at BYD's meal), Xiao Lei will naturally be biased towards BYD's technology and products. This bias is reasonable for Xiao Lei himself, but it is also a kind of less objective and fair guidance for readers who browse Xiao Lei's content.
So, in what mindset should readers think about content provided by content providers?
03
Car reviews need to be viewed rationally
With the gradual entry into the era of intelligence, the content of car evaluation has also become more time-sensitive. In terms of evaluation content, Xiao Lei believes that he has more right to speak.
Xiao Lei, as the first owner of GAC Trumpchi Shadow Leopard (yes, that is, the controversial grocery shopping car), has deeply felt the era of smart cars in recent months, cars have strong plasticity, and also understand that even for the evaluation of individual products, there is also timeliness.
In Xiao Lei's view, the shadow leopard before October is a semi-finished product that was hurriedly launched. The exaggerated publicity of this semi-finished product in GAC Trumpchi, as well as the "killing" of a well-known automobile media person in Guangzhou on the shadow leopard, made it full of controversy. As a semi-hanging insider, Xiao Lei was sympathetic to the evaluation given by most auto media people to shadow leopards at that time.
For example, some peers believe that the most comfortable mode of Shadow Leopard is the ECO mode. In fact, before October, the most commonly used mode of Xiaolei was also the ECO mode, because the degree of frustration of other modes can be described as "basically intolerable". However, in October, Xiao Lei was notified by the service staff of GAC Trumpchi that Shadow Leopard had the latest optimization plan.
After learning this news, Xiao Lei went to the 4S store at the first time to upgrade the gearbox program. At present, The most commonly used mode of Xiaolei has switched from the original weak ECO mode to the COMFORT mode, and he is willing to use the SPORT mode when overtaking at high speed.
In addition, according to riders, the problem of the "owner's happy table" that Shadow Leopard has been complaining about has also been solved through optimization. In Xiao Lei's view, at least in terms of the upgrade of the gearbox, the Shadow Leopard car has undergone obvious changes, and Xiao Lei can be responsible for his own remarks. If there are still peers who are willing to test drive the shadow leopard again, then the current shadow leopard should bring them a different feeling.
The reason why Xiao Lei will use such a large space to share the car experience of shadow leopard for everyone is not to wash the ground for shadow leopard and GAC Trumpchi, after all, Xiao Lei also did not just happen to gag car Trumpchi's meal, mainly to illustrate for everyone that the current car has a strong plasticity, and the car review content also has a corresponding timeliness. You know, in the era of smart cars, XiaoLei's Shadow Leopard J15 version does not support OTA upgrades, or even smart cars at all.
From the perspective of content objectivity, the content entertainment effect of content providers today is greater than the actual role. If readers just want to learn new knowledge by watching the content, or pass the time, then you can read, watch, browse, because most of the auto media people have a certain professional foundation.
If the reader watches and reads the car content with the mentality of buying a car, then Xiao Lei's suggestion is that after having a certain understanding of the model, it is best to test drive it himself before making a decision. After all, cars are expensive and bulky goods, and each model has its own unique character. "Pony Crossing the River" is something we have learned in elementary school, and it tells us that no matter what happens, we can only know if it is really suitable for us if we have tried it ourselves.
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