my country's new energy vehicle industry has been booming in recent years, but chaos in the industry has also emerged one after another.Recently, Xinhua News Agency published a comment saying that "the automobile industry is prone to exaggeration and clever talk.". The commentary said that in October, my country's new energy vehicle sales reached 51.6% of the total new car sales, accounting for more than half of the total for the first time, attracting much attention. However, behind the boom in production and sales, some hidden worries that deserve vigilance have gradually emerged:
At present, some car companies have fallen into the competitive misunderstanding of "emphasis on marketing over R&D, emphasis on concepts over practicality". Press conferences have been reduced to a show of professional jargon and exaggerated rhetoric. The naming of parts pursues a "martial arts style", common technologies are deliberately mystified, and configuration names are increasingly difficult to remember and understand. They have been criticized by netizens as "language corruption".
What's more, they gain attention through means such as "coaxing peers" and "yin and yang friends", and superstitiously believe that "black and red are also red, and traffic means success", causing consumers to fall into marketing traps in the bombardment of information.
The "exaggeration style and clever talking style" also affects sales data.Some car companies are keen to release dazzling achievements such as "breaking 10,000 in a few minutes", and even have chaos such as "order water injection". They frequently publish data lists with too short a cycle, and gradually become a marketing tool, which not only interferes with consumer judgment but also aggravates industry involution..
Xinhua News Agency pointed out that in September this year, the Ministry of Industry and Information Technology and other departments jointly launched a special rectification of network chaos in the automotive industry, focusing on combating exaggeration and false propaganda, which is a timely response to such chaos.
Xinhua News Agency emphasized that "exaggeration" cannot win real reputation, and "smart words" cannot convey hard power. If car companies only indulge in marketing packaging and ignore core technology research and development, they will eventually expose their shortcomings in the fierce market competition. The high-quality development of the industry ultimately depends on safe and reliable quality, the ability to continue innovation, and sincere and pragmatic services.
"Only by letting technology return to technology and letting products speak for themselves can China's automobile industry truly realize the leap from big to strong and make steady and long-term progress on the global track."