I believe that many people still remember last year's Tesla. A woman wearing a white T-shirt with brake failures stood on the roof of a car during the Shanghai International Auto Show. As a result, Tesla's boiling "brake failure" problem has finally changed from a small-scale hot discussion to a large-scale public opinion uproar. During that time, Tesla and the term "brake failure" seemed to be tied together, appearing frequently in an "undignified" way.
Today, when the heat has passed, some brands will take this event back to "stir-fry" again, and want to rely on such "heat" on a wave of hot searches, but the result is "overturned"!
Let's take a plate.
On a blue V account called the Polar Fox Expo Source Center on a certain platform, a marketing video was published. The video content is that last year, when Tesla employees were testing the brakes, there was a malfunction, and the narration was "brake failure". The second half edits the braking screen of the Polar Fox model, and is equipped with a narration such as "The Pole Fox uses PS4S tires, the braking distance is within 37 meters, the front and rear travel warnings, and the ceiling of the electric vehicle industry".
It is obvious that this is a comparative marketing advertisement, borrowing other products to highlight the advantages of the brand and convey the product characteristics to the audience, which is understandable. But "just by belittling or maliciously ridiculing opponents to promote their own products", such an operation is really disgusting!
Some netizens said that the Tesla part of the front of this video is suspected of some accidents that occurred in the parking lot of Haikou Tesla in March last year. The truth of the accident is that Tesla is testing the brake problem according to the owner's requirements. The first test of normal braking, the second time in the case of the owner himself asked for a point brake and the road surface was flooded, there was a lack of brakes. Afterwards, the owner posted clarifications and apologized.
Is it really good that the content of this test is taken by the brand to "pinch the head and tail", and then splices on its own product video to show its sense of superiority?
Besides, is the brand's own product really as good as the performance shown in the video?
At the legal level, this practice violates the Advertising Law – "Advertisements must not disparage the goods or services of other producers and operators." "In terms of corporate culture, malicious marketing/ridicule and other content appear in marketing, which can't help but question the company's brand culture.
With the fermentation of public opinion, Pole Fox removed the controversial video and explained the temporary workers. However, the public does not buy it, thinking that such a routine is actually very common.
The practice of bringing yourself popularity by belittling your competitors is too extreme. Just as the so-called iron must be hard, and improving the competitiveness of products is the king. What do you think?
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