Li Xiang, CEO of Li Auto, has always been good at creating topics and winning traffic, especially publishing various rhythmic content on Weibo and other social networks, so that he was ridiculed by the industry as the leader of a car company who loves to post "small compositions".
Just came back from the Spring Festival, Li Xiang once again sparked controversy among netizens with his "small composition". On February 20, Li Xiang, CEO of Li Auto, wrote some words on Weibo that netizens called "yin and yang weirdness", which seemed to be an abnormal self-criticism, but there were words in it, and anyone with a discerning eye could see that it was ironic of the outside world's doubts.
First of all, let's take a look at the three "shortcomings" of the ideal car reviewed by Li Xiang. The first is about sales, Li Xiang deliberately said in the words questioned by netizens, that the ideal cars were sold to second-hand car dealers.
The second question is about the NOA (automatic assisted navigation) function of the ideal car, which is "particularly collapsed", which can be regarded as the realization of the outside world's assessment of the level of intelligent driving of new power car companies, because everyone generally believes that Huawei and Xiaopeng are better in this regard.
The third question is about the safety of Li Auto. Li Xiang said in an exaggerated way that some brands of cars can rear-end a large truck at a speed of 180 mph, and can crash the truck into the orbit of Jupiter, and the driver of the car is unscathed; Li Auto can't. This is obviously in response to the recent frequent rear-end accidents of Li Auto and netizens' doubts about its quality.
In the past, Li Auto had frequent accidents, and in several of them, the AB pillar of Li Auto was broken. The most typical one is that on the night of December 21, 2023, an ideal L7 had a serious traffic accident in Qingyuan City, Guangdong Province. Later, it was reported that the accident caused two deaths and one injury. Since then, Li Auto's official response has aroused many questions.
The reason why Li Xiang's recent "small essay" caused controversy and was criticized by netizens for "yin and yang weirdness" is that he is avoiding the problem, rather than really solving the problem. Netizens generally believe that this marketing method also makes people feel uncomfortable. He seems to be trying to attract the public's attention in a playful and satirical way, but in a way that makes people feel that the company's image and values have been damaged.
As the CEO of an enterprise, you should focus on management, rather than talking about marketing all day long. At the same time, we should also actively respond to external questions and criticisms, and use product quality and service to show the strength and pattern of the enterprise.