2023 8 famous scenes in the automobile circle
The end of the year is approaching, looking back on 2023, under the increasingly fierce market competition, the automobile circle can be said to have quarreled from the beginning of the year to the end of the year.
Next, let's take stock of the famous scenes in the automobile circle in 2023.
Kia executives opened Wang Chuanfu
On February 16, Yang Honghai, chief operating officer of Kia China, publicly criticized Wang Chuanfu in a public article, claiming that Wang Chuanfu should teach him what quality is called "water army", and ridiculed BYD's car logo as a curse, as well as BYD's products have problems such as spontaneous combustion, false kilometers of standards, data fraud, and false claims that export car data is the first.
The cause of the incident is speculated to be the "friction" between the Kia K3 and the BYD Qin PLUS DM-i, although the Kia K3 has a lower starting price, but there are still many netizens in the comment area who recommend BYD.
BYD did not respond to this, and Yang Honghai finally chose to delete the Weibo after replying to many netizens who stood in line with BYD in the Weibo comment area.
Comments: Different from previous discussions that focused on the technical level, such a fiercely worded statement is rare, combined with the identity of the speaker and industry history, the explicit "style of speech" can be called "live for a long time".
Chang'an sues Geely for "plagiarism"
On February 28, a lawyer's letter sent to Geely Automobile by a law firm entrusted by Changan Automobile circulated on the Internet, saying that the Geely Galaxy "Galaxy Light" prototype released by Geely Automobile had a lot of similarities with Changan Automobile's concept cars and mass-produced models, and was suspected of infringing on Changan Automobile's intellectual property rights.
Later, Geely Automobile Group issued a statement saying that the content of the above-mentioned lawyer's letter was seriously untrue, the accusations against our company were groundless, misleading the public, and causing serious damage to our brand and goodwill. Yang Xueliang, senior vice president of Geely Holding Group, said on social platforms: "We must compete benignly, not involution and infighting, we must transform and develop, not fight at the same time, and we must unite as one, not divide and smear." ”
Comments: In May, Chang'an and Geely signed a strategic cooperation framework agreement, and the turning point of shaking hands and making peace shows that cooperation can achieve a win-win situation.
The dispute over unmanned "".
At the end of March, Wang Chuanfu, chairman of BYD, said in public, "Unmanned driving is nonsense, making a vain head, it's all fooling, it's an emperor's new clothes."
Huawei's Yu Chengdong took the lead in responding: "There are two reasons why it is to say that autonomous driving is nonsense, either because I don't understand the industry, or because I deliberately said so, and the big guy who said this should deliberately hit the industry." ”
He Xiaopeng, the founder of Xpeng Motors, then gave a speech at the 2023 technical architecture conference, and the PPT behind it directly typed "XNGP is the ultimate form of intelligent assisted driving, so that unmanned driving is not nonsense." "Suspected of responding in disguise.
Comments: The big guy personally went on the field to pull the flowers, and he didn't quarrel about the technological progress.
Volvo calls on all the new forces
On April 16, Qin Peiji, president of Volvo Greater China Sales Company, said ruthlessly: "The new forces will, we will learn in 3 years." We will, the new forces will not be able to learn in 10 years. ”
Subsequently, Li Bin, CEO of NIO, said: "This is obviously not in line with the facts. We'll change the battery, it won't. You can't talk nonsense with your eyes open. So many of our peers are very good, and each of them has its own weapon, and it must not have learned it all. If we all learn it, then we still have it? Then it won't be the Monkey King? Then we can all buy its stocks, of course it doesn't have any stocks. ”
Comments: Under the fierce market competition, there is no dignity without sales.
Great Wall reports BYD's "emissions fraud"
On May 25, Great Wall Motor issued a statement through its official Weibo account to report that the BYD Qin PLUSDM-i and Song PLUS DM-i use atmospheric fuel tanks, and the evaporative pollutant emissions of the whole vehicle are suspected of not meeting the standard. Subsequently, BYD officially responded to Great Wall Motor's report, arguing that its test report was invalid and Great Wall could not use it as a basis.
Many brands such as Ideal, VOYANT, Leap and Geely Galaxy have "dissociated" and declared that their PHEV models use high-pressure fuel tanks.
Comments: The friction between car companies is normal, but it is the first time that the direct real-name report is the first time, and behind the "anti-eye" of the head enterprises is the cost pressure under the price war.
He Xiaopeng and Yu Chengdong scolded each other about AEB
In early November, He Xiaopeng said in an interview with self-media about AEB, "First, most people may have never touched AEB. Second, the friend said AEB, I think 99% of it is fake, it is fake, and those promotions are not officially released by the company, all from small videos. Our people also went to ask, its AEB can't be driven at all, and there are too many cases of false braking on the road. ”
On November 3, Yu Chengdong posted on the circle of friends about AEB technology: "Hurry up and experience it! He said, "Some people don't understand what AEB is at all!
Brand executives such as Denza and Nezha also expressed their views on AEB, and Li Xiang, the founder of Li Auto, left a comment after watching "If you don't quarrel with Huawei, you really can't quarrel". Later, He Xiaopeng and Yu Chengdong "shook hands and made peace", and He Xiaopeng posted: "Sometimes it is easier to become good friends after misunderstandings."
Comments: The mutual suspicion of gunpowder has greatly increased the popularity of AEB, and this wave of controversy on the technical route is more effective than ordinary popular science.
NIO Ideal "Lowest Marketing Expense Rate"
On December 7, Li Xiang, the founder of Li Auto, said: "The marketing and communication expenses that everyone is most concerned about, Li Auto has the lowest 'marketing and communication expense rate' among all car brands in China, and only Tesla should be lower than us in the world." ”
Ma Lin, assistant vice president of brand and communication of NIO, said that the content of Douyin should be about 90 million for the three cars this year. In addition, he asked rhetorically: "Shouldn't everyone be most concerned about the cost and efficiency of R&D?"
Comments: The marketing cost of the automobile industry has always been not low, but compared with marketing, it is more important to do a good job of products.
Understand the wind and waves of the car emperor in winter
In December, the car emperor held a huge winter test of the extreme environment of new energy vehicles, testing the pure electric range achievement rate of hybrid models under the severe cold of about -40 °C, among them, BYD Yangwang ranked first with a range achievement rate of 85.08%, and the M7 extended range version jointly created by Huawei and Cialis ranked first from the bottom, only 31.6%.
The above results quickly attracted the siege of several car companies. Yu Chengdong posted: "The test of the pit people misleads the people! Science and rigor are the basic rules that should be followed!"; Great Wall Motors announced that it would hold a communication meeting to question the winter test standards of the Chedi Group; Yang Xueliang, vice president of Geely Automobile Group, followed suit: "I also disagree, I also think that the evaluation process is unscientific, not rigorous, and the conclusions are not convincing, which not only misleads consumers, but also hurts the credibility of the Chedi itself."
Understand the car emperor responded that all projects in the winter test use a unified standard, in line with the user's car scenario, there is no discrimination, and at the same time openly invite car companies and media to participate in the new energy vehicle extreme cold test conducted by Mohe.
Comments: The essence behind the turmoil is consumer demands, and China's automotive industry does need scientific, reasonable and high-quality new energy vehicle testing standards.
Summary of the year: The automobile circle in 2023 will be more lively than the entertainment industry, with executives going down, yin and yang friends, connotative opponents, and face spraying each other. In this impetuous era of huge competitive pressure, "words are not amazing and endless" seems to have become the best marketing weapon, there is traffic to have attention, black and red are also red, and the most afraid is that there is no voice.
However, the argument within the scope of reason can make the truth clearer and clearer, and cynicism, mutual tearing and abuse, attacking and opposing, trampling on each other and even malicious rumors, is not exciting, and eyeball marketing without a bottom line is not the right way, which is not conducive to the development of enterprises and industries. There is no shortcut to the "involution" of the car market, only good products, good services, and good reputation can bear the fruits of the evergreen foundation.
Text: Hao Wenli Editor: Xue Yapei Layout: Li Peiyang