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Not long ago, the ideal new car MEGA was frequently on the hot search because of malicious P pictures and stalks. Li Xiang, the founder of Li Auto, said at the time that he was already using legal means to deal with organized illegal and criminal acts in the incident.
At present, there is a new development on the matter.
According to a Caixin report on April 23, police in Hengshui, Hebei Province, are investigating the water army company and public relations company involved. According to the report, during the listing of MEGA, there were three to four car companies suspected of participating in the suppression, and the Hengshui police launched a number of inquiries, and a middle-level employee of Xiaopeng Motors is cooperating with the investigation. Several other car companies have not yet been announced.
It is understood that the ideal MEGA will be launched on March 1, and the new car is positioned as a pure electric MPV, with a price of 559,800 yuan. The car was pinned on high hopes by Li Auto, and the official expected monthly sales of the new car to reach 8,000 units, but it backfired, and the new car was hit by malicious P pictures on the market, which also caused the sales of the ideal MEGA to be affected. According to the data, the sales volume of the Ideal MEGA in March was 3,229 units.
On March 11, Li Xiang, the founder of Li Auto, finally claimed that Ideal MEGA was subjected to malicious P-map, and that there were organized illegal and criminal acts in this matter, and it was already being dealt with by legal means. At the same time, it was noted that after careful consideration, it was decided to start a counterattack, countering darkness with light. I hope that more people can work together to create and deliver beautiful designs and unique ideas.
It is worth mentioning that after Li Xiang spoke, Huawei's Yu Chengdong and He Xiaopeng, the founder of Xiaopeng Motors, both commented on Li Xiang's post. At the end of last year, we also experienced a huge lesson, for the first time we understood what a shopping mall is like a battlefield, and for the first time we knew the significance of national defense capability. Huawei's Yu Chengdong commented, "Always choose light, is the right value! An enterprise, if the values are broken, there will be no bright future! May we work with the industry to insist on always choosing light with practical actions and countering darkness with light!"
Today, in response to the malicious P map of its employees in accepting the ideal MEGA, Xpeng Motors also issued an urgent response, saying: Hebei police have recently carried out an operation to crack down on online water army, and Xpeng Motors is also actively cooperating with the police in the investigation of suppliers. The case is in the investigation stage, so please do not believe or spread rumors, and do not affect the investigation and handling of the case by the public security organs. In addition, he also expressed strong support for the police's action to crack down on cyber trolls. At the same time, it was pointed out that Xpeng X9 has also been widely attacked by cyber trolls since its launch, with more than 5,000 related negative reports. In response to such an attack by the trolls, Xpeng Motors has collected evidence and reported the case to the public security organs, which have now accepted it. We will also disclose updated information to the public in a timely manner.
In fact, the failure of Ideal MEGA after its listing had a great impact on Ideal Auto. From the perspective of the secondary market alone, since the listing of Li MEGA, the share price of Li Auto has fallen by more than 50%.
To this end, Li Auto has also made a series of adjustments. On March 21, Li Xiang, CEO of Li Auto, issued an internal all-staff letter, in which Li Xiang pointed out that because of the chaotic rhythm of MEGA, the sales team has greatly reduced the time and energy to serve L series users, and the main model Ideal L8 does not even have a store position. At the same time, he also reflected on the excessive focus on sales, and said that he would return to the improvement of user value in the future, and put user value first.
In addition to internal reflection, Li Auto also made organizational adjustments to a number of departments in April. This series of operations of Li Auto is undoubtedly related to the failure of Li MEGA after its listing.
In fact, similar incidents occur from time to time in the automotive industry, including online rumors, malicious dissemination and "cyber trolls" chaos, etc., and the spread effect and negative impact of cyber trolls often bring serious damage to car companies. In the face of online rumors and malicious dissemination, more and more car companies have taken up their posts, including Tesla, Li Auto, NIO, Xpeng Motors, Leapmotor, Jihu Auto, Zeekr Auto and VOYAH Automobile, which have pushed their legal departments to the forefront, taking a more proactive and tough attitude to meet the malicious smear information on the Internet.
It is not known which car companies are related to this incident, and this has yet to be officially announced.
Article source: Caixin, Company E, Automotive Marketing Analysis, thanks to here