Summary of Key Points
This is a special marketing review from the domestic automotive industry in August 2026: In the past, car companies would write perfect marketing scripts months in advance, spend a lot of money to hire celebrities, and hold grand press conferences, following a set routine to make it onto the hot search lists. However, all the events that made headlines in August were almost entirely unplanned and spontaneous. Some netizens played pranks that annoyed the brands, some events were so poorly executed that the general managers had to apologize, some accidents unexpectedly boosted the products, and some brands' own promotional videos were exposed and criticized by users.
All these cases point to a sobering conclusion: The pre-planned marketing efforts that car companies invest millions in are quickly forgotten by consumers. It is the unexpected, unplanned events that truly determine the public's perception of a brand—whether they choose to delete negative comments or admit their mistakes openly, whether they exploit traffic without limit or exercise restraint. The so-called "successful conclusion of a marketing campaign" is not about suppressing the initial hype, but about ensuring that the promises and actions made by the brand are fulfilled a year or two later, so that no one can use them against the brand.
---
Detailed Analysis
1. Don't Rely on Legal Statements When Things Go Wrong: Compliance Does Not Outweight Public Emotions
Many car companies' first reaction to negative feedback is to issue legal statements and remove relevant content. However, the incidents in August show that this old approach is no longer effective. A typical example is the Hongmeng Zhihang incident with the "Bamboo Cicada" meme. Netizens simply used a cheap toy and a funny video to create a meme, which didn't affect the brand much at first. But when the brand tried to remove the video, the issue became widely publicized, suggesting that Hongmeng Zhihang couldn't even tolerate a simple joke. Later, the brand provided data showing that only 171 out of 56,000 related posts were problematic, but consumers didn't buy this explanation; they remembered the brand's reaction to the toy.
Another example is the Yi Jing brand's fake Labubu giveaway. The company initially denied the issue, but when the general manager apologized and admitted the mistake, public opinion turned in their favor. Another example is BMW's attempt to force Spider-Man ads into their car infotainment systems; although they claimed the infotainment was a private space, users saw this as disrespectful.
The bottom line is that while legal teams can determine whether content violates rights, they cannot predict how consumers will react after a mistake. Instead of focusing on compliance, companies should consider how they would feel as consumers.
2. Don't Rely on Suspense in Marketing: Plan Every Detail in Advance
Car companies often try to create big headlines with shocking videos and catchy slogans. However, the August incidents show that the more dramatic the suspense, the more substantial the evidence needed to back it up. For instance, the LanTu video showing a 2.6-ton car making a 360-degree turn in a tunnel was initially claimed to be real, but users doubted it due to AI effects. Only when the company provided the full footage did they believe it. Similarly, Mercedes-Benz and BMW's marketing campaigns around "fast cars built in 180 days" were effective because they provided clear explanations and evidence of their development process.
The most impressive example is Jikr, which actually built a car based on a drawing by a 6-year-old child. This move not only created genuine buzz but also built a lasting positive image for the brand. The key is to prepare all the necessary evidence and have a plan for any potential issues.
3. Don't Overuse Free Traffic: Restraint Is Better Than Excessive Exploitation
Some popular content in August came from unexpected sources, testing the brand's ability to handle such situations. For example, a 91-year-old veteran's positive experience with a Great Wall car was a spontaneous story that boosted the brand's reputation. If the brand had tried to create a fancy ad, it might have backfired. Similarly, a Xiaomi store in Hangzhou transformed its glass display windows into stylish display cases, which was more genuine and appealing than a formal promotional video.
4. Stop the Pretense of Success: Authenticity Is Key
Consumers are no longer fooled by superficial marketing tricks. Spending money on flashy events or buying fake reviews doesn't attract genuine interest. The best marketing efforts show authenticity and transparency. Creating a real car based on a child's drawing, for example, builds trust and loyalty.
In summary, successful marketing requires preparation, authenticity, and restraint. The key is to make sure that all choices and actions stand the test of time and reflect the brand's true values.