The Chinese auto market in 2023 is not very peaceful, and from the beginning of the year to the end of the year, many battles have taken place one after another.
* war", "rights protection war", "technical route battle", "joint venture counterattack war"...These battles are the epitome of full competition in the market, and they have a more or less positive effect on the development of the auto market.
However, some battles are very absurd, which is not conducive to market development, but also damages the image of car companies, and will seriously mislead consumers.
For example, the "war of words" between car companies. This is actually a kind of "propaganda war", but its self-hype and attack on friends and businessmen are obviously higher.
From the bragging at the press conference, to the slander and abuse on social platforms, to the mutual reporting at the legal level, car companies have done everything they can to win a battle of words.
Of course, some car companies will still pay attention to image and morality, and restrain themselves when spraying, but in the eyes of some car companies, winning on the lips is the first priority.
The war of words "makes the entire car market full of magic, but the fairy fights are also divided into segments, who is the real god in this battle?We will take the combat effectiveness of Chinese mythological characters as the basis, and take stock of the saliva generals in the car market.
Marshal Tianpeng originally had a lofty position in the heavenly court, but after being demoted to the mortal world, he became Zhu Bajie, and he was almost the bottom of the combat power in "Journey to the West", and he couldn't be better to describe Volvo's "saliva combat power".
At the Volvo 2023 Tech Day held in April last year, Qin Peiji, the former president of Volvo Greater China Sales Company, threw out a famous sentence: "We will learn in three years if the new forces will."We will, the new forces will not learn in ten years. This is actually very reasonable, but the war of words is not about the truth, but about the spread of the voice!
As a veteran luxury car company, Volvo has no need and should not participate in the war of words, good products are the strongest combat power, helpless, products are their biggest weakness.
Volvo has a lot of new products in the field of new energy this year, but its competitiveness is very worrisome. The EX90 released in April and the "40 series" electric vehicles listed in October are all based on the old platform, EM90 is rare to adopt a new platform, design and technology are in place, but unfortunately with an unacceptable ** (guide price 81800,000), which is more expensive than the ZEEKR 009 on the same platform.
Before coming up with a truly competitive product, don't get involved in a war of words, otherwise you will only be drowned in saliva.
Erlang God was born noble, arrogant, and dared to "listen to the tune but not listen to the announcement" of the Jade Emperor's holy decree, like the Hyundai Kia Group in the car circle.
We can afford the Chinese market, let local car companies burn money first, and when they burn to death, it is not too late for Hyundai Kia to grab the market again!The astonishing remarks of Yang Honghai, a Kia China executive, have once again focused people's attention on this brand that has been on a downward slope.
In 2023, Hyundai-Kia Group will be the world's third-largest auto group with 6.89 million sales, but in the Chinese market, their performance can only be described as miserable.
Beijing Hyundai, for example, was once a joint venture that sold more than 1.1 million vehicles a year, but in the first 11 months of this year, its cumulative sales were only 210,000 units.
We don't know how strong the Hyundai-Kia Group's financial strength is, but their shortcomings in the Chinese market are obvious: bloated product lineup, lack of targeted positioning, long-term multi-generational sales, and low degree of localization. In the final analysis, there is still a lack of attention to the Chinese market.
Not long ago, a Hyundai executive once again said in a surprising statement: "Hyundai will always be more high-end than Chinese cars!".Perhaps, they have already understood the true meaning of the war of words - no matter what it is, no matter what it is, the bull will blow it out!
It's too apt to compare Great Wall Motors to the Bull Demon King. As they move farther and farther away from the title of "SUV leader", the Great Wall's bull temper grows bigger and bigger.
Since Li Ruifeng of the Great Wall publicly stated last year that "the backwardness of extended-range hybrid technology is the consensus of the industry", every once in a while, the executives of the Great Wall will come out to "rectify" the industry, either blowing their own technology invincible in the world, or degrading their peers to uselessness.
The following is a look at a few "bullish" moments of the Great Wall last year:
In March, the Great Wall offered a reward of 10 million yuan to crack down on the Internet water army;
In May, Li Ruifeng said after the listing of the Haval Thunder that "the Great Wall Hi4 has no opponent in ten years";
Also in May, Great Wall reported BYD, suspecting that some of the other party's models used atmospheric fuel tanks, which would lead to evaporative pollutant emissions not meeting the standard
In June, at the Tank 500HI4-T press conference, Liu Yanzhao, CEO of the tank brand, sarcastically looked up to the U8, pointing out that "spinning in place and floating on the water is the practice of playing the side ball, and it is to pretend to be confused".
In July, Great Wall sued a number of suspected infringing bloggers with a reward of up to 5 million yuan
In December, Great Wall Motors publicly questioned the "2023 Winter Test" of Chedi and held a communication meeting on testing standards.
Today's Great Wall is a resentful and angry bull. On the surface, every time they are angry, they are defending their own rights and interests, but everyone understands that this is actually a sign of inferiority.
If the Great Wall wants to regain its former self-confidence, the top priority is to save the weak market performance, especially the high-end brand of Wei brand, which has high hopes, their sales will not come up, and the Great Wall's bull temper will not be able to go down.
At the end of last year, Lei Jun and his Xiaomi car kept the ** teachers busy. At the press conference on December 28th, Lei Jun spent 3 hours to introduce Xiaomi Su7, "global leading", "global unique", "global first", "the world's most stringent" and other extreme words appeared frequently.
From the point of view of the highest degree, Lei Jun's speech has been comparable to Yu Chengdong's "far ahead of ten consecutive attacks", but from the point of view of the material, it is more disappointing, and many technical highlights cannot withstand scrutiny.
For example, the motors they claim to be "self-developed" have been found by netizens to be only products provided by ** manufacturers, and have been used in other brand models. Another example is the self-proclaimed "industry-first" cell inversion technology, which is actually the first technology on the Kirin battery in the CATL era, and the credit does not belong to Xiaomi, Lei Jun is obviously confusing the public.
Also, Lei Jun also said that Xiaomi is "the only car factory in China that has mass production of self-developed alloy materials", but the day before the press conference, ZEEKR announced its self-developed and self-developed alloy material technology, and Lei Jun was ruthlessly slapped in the face again.
Throughout the press conference, Lei Jun just wanted to prove one thing - Xiaomi cars are not cheap. But excessive self-selling and boasting will only make people see his lack of confidence, and once he brags about it, it will also bring serious backlash.
It seems that in the matter of the war of words in the car circle, Xiaomi cars are still quite immature.
On the battlefield of the war of words, Li Xiang is not the strongest in battle, but his "appearance frequency" is undoubtedly the highest, which is very similar to Sun Dasheng in "Journey to the West" - the mana is not the highest, but he is a well-deserved protagonist!
The reason why Li Xiang is called the "king of Weibo" is not because of how unique his views are, but because he knows how to create topics.
For example, secondary hype for hot events. No matter who is right or wrong, he can first "scold" as respect, even if it has nothing to do with him, he can intervene to yin and yang others. In May last year, BYD and Great Wall were arguing over the high-pressure fuel tank, and Li Xiang took the opportunity to post that some people hacked them because of the problem of the fuel tank, and took the opportunity to promote their own fuel tank technology.
Netizens said: "He pretended to be it again".
Yin and Yang friends, connotation peers, angry scolding**, this is his Weibo daily life, sometimes, Li Xiang is ruthless and even scolds himself.
is like the "jumping off the building" incident of the ideal mega, this is Li Xiang's biggest laughing stock in 2023, at that time**The renderings made by ** were already inseparable from the real car**, but Li Xiang was still hard-mouthed, and he wanted to leave a trace of suspense for everyone. Who knows, after the release of the MEGA real car, the whole network told him to jump off the building quickly.
Li wants to get traffic in more ways than Sun Wukong's 72 changes, but no matter how it changes, his underlying logic is always the same - black and red are also red, and being scolded is also a blessing. To put it simply, it's shameless. Nowadays, the trend of the car circle has taken a sharp turn, and the bosses of car companies tear apart at every turn, and Li Xiang's "leading the way" is absolutely indispensable.
In terms of "saliva combat power", Yu Chengdong is actually far inferior to Li Xiang. In addition to the sentence after sentence of "far ahead", it seems that there is no saliva trick, like the sentence "Amitabha" hanging on the mouth of the Buddha.
In terms of the record of the war of words, Yu Chengdong doesn't seem to have anything to do. In addition to the "AEB dispute" with He Xiaopeng, what can be remembered is the anger in December to understand the winter test of the Che Emperor.
The reason why Yu Chengdong seems to be full of confidence every time he blows out is because there is Huawei behind him - their technical strength is already at the ceiling level in the new energy industry.
Huawei's key components such as the DriveOne electric drive system, motor controller, battery management system, and on-board charger (OBC) have been installed in car companies such as SAIC Maxus, GAC Aion, Hechuang, and Besturn.
In terms of specific products, the **M7 launched in September last year has become the fastest growing extended-range SUV, and the sales volume in December has exceeded any of the ideal cars, and the newly launched Wenjie M9 can beat the ideal L9 in all aspects of technology, and the current orders have exceeded 30,000 units.
Every sentence of Yu Chengdong's words sounded like bragging, but the actual results were even better than the bragging!Both dare to spray, and have the strength to accompany him, this kind of combat power is the most terrifying, even Li Xiang, who causes trouble everywhere, has to give in: "In the face of Huawei, 80% is learning, and 20% is respect."
In the past year, Musk does not seem to have made any violent statements that can make a deep impression, and his words and deeds have even suddenly become "positive".
He responded positively to the ridicule of BYD many years ago, admitting that the other party's products are now very competitive, and repeatedly expressed support for China's new energy industry on Twitter, and his trip to China in June released a lot of signals of goodwill to China.
But no one will forget that Musk is the initiator of the war of words in the car circle, the founder of "violent marketing", and the learning object of all new forces.
Musk has a strong scientific literacy and has promoted the commercialization of many cutting-edge technologies, but he has many grotesque words and deeds in the world, including but not limited to insulting celebrities, dating with entrepreneurs, brutally dismissing employees, and "sucking" in the live broadcast room
The coexistence of genius and madman makes Musk's every move the focus of attention, which is a skill that all leaders of new forces want to imitate, but never learn.
According to the previous view, Musk's extreme personality stems from his childhood misfortune, but he was recently exposed by the United States to have been taking various drugs for a long time. If this is true, then the mystery of Musk's personality will naturally be revealed - human nerves have been stimulated by various hallucinogens for a long time, and there are only two results: either crazy or immortal!(Text|.)Superman).