Summary of Key Points
In July, there was a noticeable shift in the automotive marketing strategies: car companies no longer relied on a pile of technical parameters to communicate their messages. Instead, they used language that the public understood—such as songs, the emotions of working professionals, and floor plans—to convey their ideas. They also involved more influencers, celebrities, and users in creating product scenarios, rather than just having them endorse the products from the sidelines. All marketing efforts ultimately had to be grounded in credibility, supported by real tests, tangible benefits, and concrete actions, avoiding empty slogans. These changes point to one core principle: automotive marketing is moving from being self-centered (car companies talking to themselves) to being user-oriented (communicating in a way that users can understand and trust).
1. Automotive Marketing No Longer Uses Jargon
In the past, car companies loved to talk about things like “millimeter-level space,” “kilowatt power,” and “computing chips,” but for consumers, this often sounded like gibberish. In July, they started using familiar concepts to explain technical details:
- MG Responded to Copycatting Controversy with Rap: Facing accusations of copying Porsche, MG first held a professional design meeting to discuss the brand’s heritage (which few understood), then released a rap song titled “WO CHAO.” They incorporated a pun about “copying their own strengths” into the music video, which not only clarified the controversy but also made the message more memorable like a joke.
- Passat Hid the Selling Points in a Funny Story: In an advertisement by blogger Wang Qiyue, the product’s features were hidden within a absurd plot that depicted workplace scenarios (like a boss demanding a remake, a team falling apart, and AI misinterpreting customer needs). The audience laughed first, but then remembered that the Passat could solve such problems.
- **Xiaomi Positioned the Car as a “Home”: After the retractable roof stopped being a unique selling point, Lei Jun used a floor plan to illustrate the car’s interior space. He described the adjustable front seats and long sliding tracks as a “guest area” and a “work area,” helping consumers understand how flexible the car was.
- Ford Integrated the Truck into a Famous Painting: They featured the truck’s towing capabilities in the context of “The Bargemen on the Volga River” and its four-wheel-drive features in Van Gogh’s landscapes. The abstract technical details became visual stories that consumers could relate to, even if they couldn’t remember the numbers.
The essence of these approaches is to bring the car into the consumer’s daily life without requiring them to learn specialized terminology.
2. Communicators Are More Than Just Endorsers; They Use the Products Themselves
Previously, celebrities and influencers would just appear in advertisements or endorse products. Now, they are actively using the products:
- Chicken Pad Brother Changed His Business with a Truck: SAIC Maxus gave influencer Chicken Pad Brother a Daina V1 truck, which featured a side-opening door for ordering, external power outlets for devices, and a refrigerated compartment inside, improving his business efficiency. The truck became an essential part of his operations.
- Ouyang Nana Went from Endorser to Product Consultant: When the Xiaopeng MONA L03 was released, Ouyang Nana was not just an advocate but also provided practical suggestions, such as requesting a massage seat in the passenger seat and a beauty mirror. Although she may not have been directly involved in development, her input gave the product more user-friendly features.
- Xiaomi and Hyundai Involved Users in the Creation Process: Xiaomi sponsored the China GT racing series, using its cars for safety purposes, and Hyundai’s N brand allowed users to drive on racetracks. The focus was not just on claiming speed but on letting consumers experience how fast the cars really were.
The key change is that communicators are now acting as representatives of the users, making the product’s value more tangible and relatable.
3. No Matter How Creative the Marketing, It Must Be Supported by Reality
No matter how innovative the marketing, it’s meaningless without real evidence:
- Tesla Builds Trust with Durability Tests: They released data on 400,000 kilometers of road tests, battery degradation, and a disassembled car body to show the durability of their electric vehicles, challenging the notion that “refrigerators, TVs, and large sofas” are more important features.
- Guangqi Toyota’s Commitments Need to Be Concrete: Singer Wang Xinling turned these responsibilities (battery fires, intelligent parking, battery degradation) into a song, but clear terms and deadlines were essential to ensure the promises were met.
- ZeroRun Supported Dealers in Hard Times: When a ZeroRun dealership in Qinzhou, Guangxi, was flooded and lost 6 million yuan, the company provided immediate support of 4.5 million yuan (in cash and policy benefits). Words alone are not enough; actions show true commitment.
- Wei Jianjun’s Authenticity Matters: The song “Big Leather Shoes in Baoding” was created because Wei Jianjun actually wore old boots for years, both at work and while riding a motorcycle. Without real details, the story wouldn’t have gained traction.
The conclusion is that trust comes from verifiable facts—test data, contract terms, and concrete actions, which are the foundation of effective marketing.
4. Founder Brands Are Built Over Time, Not by Forced Image Building
In the past, car company founders would read prepared scripts during live broadcasts. Now, consumers derive symbols from their real behaviors:
- Wei Jianjun’s Old Boots Became a Symbol of Authenticity: Fans noticed his habit of wearing old boots and turned this into a song, reinforcing his image as a down-to-earth entrepreneur.
- Lei Jun’s Personal Style Continues: His tendency to explain products from a user perspective (like emphasizing the “value for money” with Xiaomi phones) extended to using floor plans to describe car interiors.
The key to a strong founder brand is not forced image building but consistent, authentic behavior that resonates with consumers.
5. There’s No One-size-Fits-All Marketing Formula, But All Approaches Focus on the User
The marketing strategies in July didn’t follow a single pattern: some used songs, others emotional appeals, and still others scenario-based approaches. The common theme was to put themselves in the users’ shoes:
- Established brands like the Audi A6L didn’t try to appear younger but redefined their “familiar” image as “long-term companionship.”
- New brands like Yijing partnered with local organizations (in this case, the Chengdu Rongcheng Football Club) to connect with their target audience.
- Luxury brands like BMW used ironic “fake tests” to highlight their commitment to quality manufacturing.
In essence, automotive marketing has shifted from companies trying to educate consumers to using methods that users can understand and trust, allowing the products to speak for themselves.
Conclusion
The changes in July’s automotive marketing reflect a broader shift in the industry from a product-centered approach to a user-centric one. Creativity is important, but so is authenticity. Communication needs to be engaging and actionable, and the language used must be relatable and credible. For consumers, when watching car ads, they no longer need to worry about technical jargon; they just want to know if the product meets their needs and if the promises are kept. This is what marketing should aim for.