At the 2024 Chengdu Auto Show, Chery's iCAR booth is "on fire".
But the "fire" is not because of the design, performance or configuration of the car. On the contrary, it is because of the large-scale dress of the car model and the various sexy poses posed, which has caused controversy.
Some netizens believe that there are minors among the visitors to the auto show, and the behavior of the car model is too sexy, which is really inappropriate.
Some netizens also believe that in the current society, the freedom to dress and the behavior of the car model is just to set off the atmosphere.
Some netizens ridiculed: "Is this an auto show or a human exhibition", "What a big bed".
It is undeniable that in this pluralistic society, we respect everyone's expression and choice, but in public, we should stick to the bottom line of morality and focus on social impact.
The core purpose of the auto show is to show the car, the performance of the vehicle, the design introduction is the protagonist, however, the emergence of large-scale car models has shifted people's attention from the car to the car model, which is undoubtedly a departure from the essence of the auto show, and will also affect the social atmosphere.
Looking back, there are not many similar cases.
For example, at the 2012 Beijing Auto Show, a non-professional model car was dressed in revealing clothes, attracting onlookers.
At the 2013 Guangzhou Auto Show, a model appeared almost "half-naked" at a luxury car booth.
Although, for car brands, inviting large-scale dressed car model platforms can enhance their own attention.
But it was a risky move.
In the short term, it can attract some eyeballs. In the long run, it will reduce the brand image and lose real potential customers.
A truly powerful car brand should rely on the quality, technology and service of the car to attract consumers, rather than relying on this way of grandstanding.
However, in the current highly competitive auto market, car companies are indeed facing tremendous pressure.
Nowadays, the growth of automobile production and sales is slowing down, and the market is gradually approaching saturation. In 2023, the production and sales of automobiles in mainland China will both exceed 30 million units, and the automobile market has shifted from incremental competition to stock competition.
In this environment, many car companies have done their best to increase their competitiveness, such as direct price reduction, gift rights, value preservation and exchange, etc.
Some car companies also actively organize various activities, such as cross-border cooperation with the e-sports industry, and invite car models with large traffic to promote their vehicles.
However, this does not mean that the moral bottom line can be abandoned and overly vulgar marketing methods can be adopted.
In short, the turmoil at Chery's booth sounded the alarm for the entire automotive industry.
As an important display platform for automobiles, auto shows need to return to their essence.
Auto brands should also pay more attention to the rationality and legitimacy of marketing methods, and it is best to focus on optimizing products and services, spreading more correct values, and not taking vulgarity as a selling point.
Today's topic: What do you think of the large-scale performance of auto show car models? Please leave a message in the comment section.