How many Chinese automobile brands will the black public relations harm before they stop?

The path for domestic automobiles to break into the high - end market is destined to be fraught with thorns!

In the history of China's automobile development, brands and products that should have had infinite prospects have been repeatedly slandered by malicious public relations. This time, they have set their sights on a new luxury brand.

The Zunjie S800, the first million - level luxury car under Huawei Hongmeng Zhixing, has been maliciously smeared. Since the appearance was made public and the core technology was released, there have been more and more malicious comments about this product.

The number of these malicious comments has even reached hundreds of thousands, involving malicious slander, rumor - spreading, and inciting conflicts between automobile companies. With such a large quantity, will it distort consumers' understanding of the product? The answer is obvious.

As the malicious smearing incident intensified and netizens' doubts gradually emerged, Hongmeng Zhixing resolutely took up legal weapons to defend its legitimate rights and interests.

On March 2nd, Hongmeng Zhixing publicly responded that it had jointly conducted a full investigation and collected evidence with Zunjie's legal department, and reported the malicious smearers to the public security organs and relevant departments. At the same time, Hongmeng Zhixing called on netizens to provide relevant clues and evidence. After the relevant acts are recognized by the judicial organs, Hongmeng Zhixing will reward the providers with 100,000 to a maximum of 5 million RMB.

Within less than 24 hours after the "reward notice" was issued, Hongmeng Zhixing received more than 10,000 private messages.

Netizens have expressed their support for such anti - malicious public relations actions. "The path for domestic automobiles to break into the high - end market is destined to be full of thorns!" "The more the enemy wants to achieve something, the more we won't let it succeed! Support the fight against malicious public relations!".

Behind the netizens' deep hatred for malicious public relations, this behavior has slandered too many Chinese automobile brands.

How much damage can "malicious public relations" cause?

In the history of China's automobile development, similar to the damage suffered by the Zunjie S800, such incidents have occurred several times. The harm caused by malicious public relations has already attracted high attention from the industry.

In 2023, the China Association of Automobile Manufacturers, together with 14 automobile companies, launched a "Joint Initiative to Resist Online Trolls in the Automobile Industry", which included not participating in or hiring online trolls for any negative comment flooding or malicious smearing. However, this large - scale action still failed to extinguish the flames of "malicious public relations" in the automobile industry.

The attitude of "accepting criticism and supervision from the media and consumers, but never tolerating malicious public relations and thoroughly investigating them" has gradually become the consensus of the Chinese automobile industry.

The automobile industry is not a fast - moving consumer goods industry. The cycle from product planning, R & D, production, to promotion and listing of a car ranges from 3 to 5 years. Behind this is the hard work of tens of thousands of automobile practitioners.

The malicious acts of malicious public relations may seem only to make a certain automobile company lose consumers' trust and make a certain model fail. But in essence, malicious public relations have disrupted the operating rules of the automobile industry, broken the fair - competition market environment, and "wasted" the efforts of practitioners.

China's automobile industry is at a turning point in the era of disruption

Behind the common hatred of malicious public relations by enterprises and consumers, China's automobile industry is at a critical juncture in seizing the new discourse power in the luxury automobile market.

In the past two years, domestic brands have continuously launched attacks on the high - end luxury market of 500,000 RMB and above, and have achieved phased results.

In 2024, the Wenjie M9 under Hongmeng Zhixing sold 158,000 units, with an average transaction price of over 550,000 RMB, replacing foreign luxury brands and becoming the sales champion of 500,000 - level models in the Chinese market.

The overwhelming sales volume proves the strength of Chinese brands to advance to the high - end market, and at the same time sends an important signal to all sectors of society: the luxury automobile market is about to undergo a revolutionary transformation.

In the era of traditional fuel vehicles, foreign brands monopolized the global luxury car market with core technologies such as engines and gearboxes. Chinese brands, which started late, could hardly catch up.

While having technological hegemony, foreign brands have also seized the luxury discourse power at the social and cultural level through long - term influence on users' minds.

However, the era change brought about by new energy vehicles has created an opportunity for Chinese brands to overtake on the curve.

New energy vehicles no longer use engines and gearboxes. Electrification and intelligent technologies have become the core of competition in the current automobile industry.

Under the trend of new technologies, the manufacturing concept, functions, and experiences of automobiles have all been comprehensively upgraded.

In the development history of foreign luxury brands, "safety" is the core concept they emphasize. Their usual approach is "physical protection", which enhances vehicle safety through improvements in hardware qualities such as body strength design, materials, and chassis control.

After entering the intelligent era, "safety" has been upgraded from "physical protection" to "magical protection".

Take a key safety scenario as an example.

When a vehicle is driving on the road, if the large truck in front suddenly brakes and the large truck behind cannot avoid a rear - end collision, the vehicle is at great risk of being squeezed between the two large trucks.

The usual approach of traditional manufacturers is to continuously strengthen the body structure design, improve the compressive strength of the A - pillar and C - pillar, and design the airbags and seat belts in the car more reasonably to protect passengers' safety.

The Zunjie S800 under Hongmeng Zhixing will subvert the industry's thinking about "automobile safety".

First of all, the Zunjie S800 has the most advanced perception system in the industry at present. This is an infrastructure for achieving L3 or even higher - level intelligent driving, including 4 lidars.

Different from the electronic and electrical architecture of traditional luxury cars, it also creates a unique advantage for the Zunjie S800: the intelligent driving control domain and the chassis control domain can be integrated. That is, all the hardware on the car follows the instructions of the same "brain".

Therefore, the Zunjie S800 can "see" the driving conditions of the large trucks in front and behind through the perception hardware. Through software algorithms, it can quickly calculate the most appropriate way to avoid. Finally, the "brain" regulates the speed and steering.

The Zunjie S800 can ultimately make independent judgments and lane changes and get out of the dangerous lane safely. Due to hardware limitations, traditional fuel luxury cars cannot achieve the same function.

The technology and breakthroughs that can save the lives of vehicles and passengers are enough to smash the rumors and slander of malicious public relations.

All this is not magic for the Zunjie S800. Huawei's long - term investment in the entire chain of perception hardware, automobile software, and cloud computing power has enabled the Zunjie S800 to break through today.

A luxury brand starts with technology, but more importantly, it lies in the integration of users' minds and social culture.

As the Zunjie S800 enters the market and users' real lives, the new experience brought by intelligent technology will prompt users to rethink the true meaning of luxury cars.

The entire automobile industry chain will also change accordingly. The automobile supply chain centered on engines and gearboxes will shift to a value chain centered on software and computing power; the culture symbolizing luxury with space and design will evolve towards the direction of intelligent technology changing life.

The road ahead is long and arduous, and I will search high and low. Chinese independent luxury brands that are emerging will continue to face thorns and challenges. This transformation is destined to be arduous and requires more support and blessings.

However, Chinese brands have already embarked on the conquest of the luxury car market. Neither technological blockade nor malicious public relations can stop the confidence and steps of independent brands.

This article is from the WeChat official account "36 Krypton", and 36 Krypton has published it with authorization.