Summary of Key Points
The competition in the new energy vehicle (NEV) market has reached a "frenzied" stage: The number of new cars on the market has surged, but only a few are actually successful in selling. Consumers' attention is severely scattered. To attract more customers, car companies have begun to use celebrities as endorsers on a large scale, employing sophisticated strategies that involve different levels of endorsement and matching celebrities with specific vehicle models. Meanwhile, the film and television industry has experienced a downturn, leaving celebrities in need of car endorsements to supplement their income. However, car companies are cautious about the potential risks, carefully considering the level of the endorsers, the compatibility between the celebrity's image and the brand, and avoiding any negative impact on sales due to possible mismatches in values.
1. Why Do Car Companies Suddenly Favor Celebrities?
The NEV market is highly competitive, with a massive increase in new models. From 2023 to 2025, the number of new cars launched is expected to rise from 742 to 1278, with nearly 600 models coming out in the first half of this year alone. Yet, only 5% of these models manage to sell over 10,000 units per month, meaning that consumers can hardly remember which car is which, and they forget about them even faster than they read a book.
Car companies used to open direct stores in shopping malls (such as Xpeng's Sanlitun store, which cost 30 million yuan in annual operations) in an attempt to build trust with customers. However, these stores had low conversion rates, so the money saved by closing them could be used to hire 2-3 celebrities, reaching a much wider audience. For example, Jikr hired Zhang Guoli, Tang Guoqiang, and Huang Xiaoming—celebrities known for their regal presence—to promote their "Imperial Supreme" model, effectively tapping into consumers' desire for luxury and even making it a hot topic on social media. This approach is much more efficient than waiting for customers in a mall.
2. Endorsements Come in Different Levels; Finding the Right Person Is More Important Than Hiring a Big Name
Car companies don't hire celebrities haphazardly but choose them based on their "level" and compatibility with the brand:
- Top Level: Brand Endorsers: For example, Li Auto hired Yi Yangqianxi to represent the entire brand, incurring significant annual fees (possibly tens of millions).
- Second Level: Model/Line Endorsers: Xpeng hired Ouyang Nana as the ambassador for its MONA series (she is also a car owner), while Xiaomi hired Shu Qi to promote the new SU7, emphasizing family comfort. These endorsements are less expensive than those at the top level.
- Third Level: Brand Ambassadors/Recommenders: For instance, Tang Qianting promoted Xpeng's assisted driving features by sharing her own experience of learning to drive, and Zhang Guoli's endorsement for Jikr 9X was also in this category, with fees likely in the millions or even lower.
The key to selecting a celebrity is to ensure they match the image of the vehicle. For example, BYD's Xia series, aimed at business users, hired the steady and professional Zhang Hanyu; Xiaomi's SU7, focusing on performance, chose the sprinter Su Bingtian (whose name rhymes with "SU"); and Lantu's Zhui Guang S series, designed for a younger audience, featured the fashionable Yang Yang. It's like choosing the right model for a clothing ad—consumers need to feel that the celebrity and the car belong together.
3. Why Are Celebrities Willing to Take Endorsements?
The film and television industry has been struggling in recent years, with only 110 TV dramas produced nationwide in 2025, compared to a peak of 80 in 2014. Celebrities' income mainly comes from film roles and endorsements. With fewer film projects, endorsements have become a vital source of revenue. Even top and second-tier celebrities are willing to accept lower pay or trade their influence for car endorsements, as the NEV industry offers high visibility and can enhance their image as tech-savvy individuals. Ouyang Nana, for example, not only endorses Xpeng but also acts as a "product manager," sharing her car usage experiences, thus earning money while establishing herself as an expert in the field.
4. Car Companies' Caution: Avoiding Risks and Mismatches in Values
Hiring celebrities carries risks, and car companies have learned from past mistakes:
- Negative Celebrity Events: Brands like Porsche and Audi suffered significant losses when endorsers faced scandals. Therefore, they now sign endorsements for specific models rather than the entire line, so that a scandal affecting one model won't harm the overall brand.
- Mismatch in Values: For example, Qijing hired Su Mang as an aesthetic consultant, but her image of "refined luxury" didn't align with the brand's "high-end, domestically produced" positioning, resulting in lower-than-expected sales in the first month.
Car companies carefully consider whether a celebrity's values match the brand's. For instance, Jikr targets a luxurious audience by hiring regal celebrities, while Xpeng chooses endorsers who seem genuine and credible to its customers.
In Conclusion
The use of celebrity endorsements by NEV companies is a result of market competition—they need to attract attention and reduce marketing costs. Celebrities, on the other hand, see car endorsements as an opportunity to generate additional income during a tough time in the film industry. Both parties must be cautious, as any mistakes can have serious consequences.