2024-02-28 09:41·Double eyelids Recently, a car conflict occurred on an elevated highway in Hangzhou, Zhejiang, and the scene entitled "Bentley driver ** hurts people" is circulating on the Internet. According to the report of Shangcheng District, Hangzhou on February 25, the two parties are cousins, and due to business disputes, there were other cars and beatings, and the suspect has been criminally detained. **, a passing BYD driver's behavior of stopping and persuading the rack was praised by netizens. On the same day, the general manager of the brand and public relations department of BYD Group said that he had found Mr. Sun, the owner of the BYD Han car who had acted bravely, and BYD decided to repair and maintain his vehicle for free for life and reward him with 200,000 yuanAnd the company is considering setting up the "BYD Car Owner Positive Energy and Righteousness and Courage Award", which will give a reward of 5-200,000 yuan to positive energy and righteous and courageous car owners.
BYD's reward measure immediately aroused heated discussions among netizens, who left messages praising BYD's "positive energy publicity", believing that this move reflects the social value of the enterprisePromote national justice in a way that makes people feel comfortable and not disgusted. Some netizens commented that "when you buy a car, you buy BYD".
The current competition in the automobile market is fierce, and consumers are faced with a dazzling array of brand choices, although quality is the most important consideration, but as young consumer groups are becoming the main force in the automobile consumer market, the brand image and user reputation of car companies have increasingly become an important factor that cannot be ignored in consumers' car purchase decisions.
In the context of the "explosion" in Sanya during the Spring Festival holiday in 2024, which caused the problem of "difficulty out of the island" in Hainan, on February 18, Deep Blue Automobile, a brand of Changan Automobile Group, issued an "emergency notice", saying that due to the lack of delivery capacity of return vehicles in Hainan, Deep Blue Automobile will provide free vehicle delivery services for foreign car owners stranded in Hainan, and the company will send the vehicles to the domestic cities designated by the owners free of charge after the capacity is restored.
In the current market environment of "the fragrance of wine is also afraid of deep alleys", major car companies have made great efforts to play the "emotional card" of users in brand marketing, but in this process, there are also cases of trying to take advantage of social hot event marketing but "using too much force" or being questioned about "porcelain marketing", and it is inevitable that it will be attacked in the end.
At the end of January this year, in the incident of "Guangdong Xuwengang Mercedes-Benz owner cut in line and smashed the hood angrily" that attracted the attention of the whole network, the Mercedes-Benz owner smashed the hood of Chery owner "Grandma Xu" out of a hole. The attitude and behavior of Mercedes-Benz owners "bullying" in the ** online rumor immediately aroused public outrage on the whole network. Chery Automobile's official Weibo account announced on January 31 that the Chery Tiggo 9 scooter prepared for "Grandma Xu" has been delivered, and Chery cares for every car owner. The whole network praised Chery for delivering warm care to car owners in a timely manner.
However, with more details of the incident, controversy followed, and the news that "Chery 4S store assessed the damage to the hood by 5200 yuan" caused netizens to question the high cost, pointing out that "more than 5000 yuan may make Mercedes-Benz owners face criminal penalties", and believed that the 4S store may have played a role in the incident.
In addition, the personal social content of the party "Grandma Xu" shows that "Grandma Xu" is suspected of having cooperated with Chery many times. For example, at the launch conference of the Tiggo 8 champion family in August 2023, Grandma Xu will be the "platform" of Chery's new car as a "Tiggo 8 owner" and "71-year-old car god grandmother". As a result, Chery Automobile has changed from a "third party" to a participant in the planning of the event, which has a significant negative impact on the brand.
The core of the so-called "rubbing heat" is to promote the expansion of marketing effects, increase the stickiness of fans by narrowing the emotional distance with users, and promote corporate brands. However, compared with the above BYD, Deep Blue, and Chery's behavior of "rubbing the heat", there is a big difference in the effect, and the impression left by BYD seems to have won more applause. This also reminds brands that "rubbing the heat" also requires "paying attention to skills", and it is understandable to use hot events to carry out brand communication, but it is relatively correct to convey meaningful and valuable brand culture.
Specifically, BYD's approach is directly related to a positive social behavior - righteousness and courage. The company's decision to provide incentives and free maintenance for BYD car owners who have acted bravely is a recognition and reward for their "heroic" behavior. This behavior not only expresses respect for brave behavior, but also conveys BYD's brand image as a company that actively participates in social justice and encourages "positive energy". More importantly, BYD subtly sends a signal to the public that the people who choose the BYD brand are righteous people with a sense of social responsibility.