Can it become a landmark event for Chinese automakers to stop belittling each other?
On May 15, 2026, three high - profile car models, the Li L9 Livis, the LeDao L80, and the Zhijie V9, were launched in quick succession. An obvious change is that there was less "trashing" at the press conferences, and more energy was focused on their own products.
The new Li L9 Livis "outshines" the 2025 Li L9. The LeDao L80's new car press conference was turned into an immersive scenario - play centered around "home" and "life". Only at the Zhijie V9's press conference were there a few insignificant "trashing" scenes, but Yu Chengdong mainly showcased the Zhijie V9's differential advantages through technological leadership and scenario definition.
Picture/ Li L9 Livis - LeDao L80 - Zhijie V9, Source/ Screenshot from Internet's New Energy View
The reduction of "trashing" only proves that Chinese brands are more confident, which is of course welcomed by everyone.
This was unimaginable before, as the above - mentioned three car companies have also contributed many famous quotes and scenes of "trashing". For example, "The best SUV under 5 million", "Far ahead", "Whatever Tesla has, I have; what I have, Tesla doesn't". Another example is that the Li i8 "took on" a Chenglong truck, and the NIO ET9 "trumped" the Maybach S - class.
Not only them, many car companies raise themselves up by "trashing" their competitors at press conferences, as if they can't hold a press conference without "trashing".
On the surface, there are cheers and applause from the audience, but in fact, there is more doubt. Car companies even get caught in the whirlpool of "self - justification", deepening internal strife.
1. They Bring a Breath of Fresh Air to the Car Industry
The simultaneous launch of these three cars sets a good example for the car industry, and many consumers we contacted have given their approval. Without trashing, there will be no internal strife. Without internal strife, more energy can be devoted to improving technology and services, bringing a better driving and riding experience to consumers.
Li Auto released several videos showing the on - site tests of the new L9 Livis and the 2025 L9 side by side.
On a continuously bumpy wavy road, the body of the new L9 Livis remained surprisingly stable, while the 2025 L9 clearly swayed up and down. In the emergency avoidance and slalom sections, the contrast was further magnified. The new model hardly had any obvious roll and clung firmly to the road, while the old model shook violently.
Picture/ Tests of the old and new Li L9 models, Source/ Screenshot from Internet's New Energy View
This is not using others as targets, but rather "comparing oneself with oneself" in an open and above - board manner. Li Xiang admitted that there were regrets in the chassis tuning of the first - generation L9, and now the new generation of products is used to address it.
Li Xiang was very honest. In the past, large - sized SUVs in the same class could only make trade - offs in chassis tuning, making drivers and passengers compromise with each other. Now, the new L9 Livis, equipped with an 800V fully active suspension and a full - by - wire chassis, has by - wire steering, by - wire mechanical brakes, and rear - wheel steering all in place. The electronic signal transmission is much faster than the mechanical structure. The braking distance in an emergency can be shortened by the length of a car body, and the effective avoidance speed of AEB and AES has been increased to 130 - 140 km/h.
Such real technological progress, combined with the on - site test videos of the old and new models under fair conditions, will convince both industry insiders and ordinary consumers. The industry comments that the basis for this comparison is highly consistent and controllable, the test conditions are reproducible, and it is logically sound, so naturally no one will question "unfair test conditions".
LeDao is also going its own way. They turned the new car launch into an immersive family party, deeply integrating the family experience with the product launch.
There was no PPT parameter bombardment, no top - star endorsement. Li Bin transformed into a lifestyle KOL and sat down face - to - face with ordinary families to talk about daily life. Everyone could see a reflection of their own lives in it. This style full of "relaxedness" makes the car no longer a cold piece of steel, but an extension of family travel, and the decision to buy a car becomes much easier.
Picture/ The LeDao press conference site, Source/ Screenshot from Internet's New Energy View
Zhijie focuses on the path of technological confidence. The Zhijie V9 doesn't rely on belittling competitors to set itself off, but rather on real - world configurations such as an 896 - line lidar, the Huawei Tuling MPV platform, and 38 sensors standard across the range. What was shown at the press conference was the confidence in the "technological counter - attack period" and the certainty of its own strength, rather than the anxiety of making enemies everywhere.
Picture/ Parameter configuration of the Zhijie V9, Source/ Screenshot from Internet's New Energy View
This change is a bit unfamiliar, but it has actually occurred, and in large numbers.
2. Car Companies' Marketing Should Be Confident, Not Trashy
Friends who follow new energy vehicles should have such an impression that at many new car press conferences, competitors' cars are pulled out as negative examples. They list what they are better at and hide the rest, after all, the press conference is their home court. "Trashing - style marketing" has become the default routine for many car companies, but it has also made many people increasingly disgusted.
The crash test when the Li i8 was launched in 2025 is the most typical example. The 2.6 - ton Li i8 collided head - on with an 8 - ton Chenglong truck at high speed. As a result, the truck's cab was torn apart like a broken neck, while the Li i8 remained almost intact.
Picture/ Crash test of the Li i8, Source/ Screenshot from Internet's New Energy View
This video did have a strong visual impact and triggered a wave of dissemination, but anyone with a little knowledge of physics would have questions - in a situation where the masses differ by several times, has the law of conservation of momentum failed? A certain authoritative media clearly pointed out in its review that a car crash test is by no means simply "determining the winner by a head - on collision between two cars", and the key lies in standardized and repeatable scientific verification.
What's even more uncomfortable is that the brand logo of the truck was clearly visible in the video. The Chenglong, which was smashed beyond recognition, became a "stepping stone". Even Dongfeng Liuzhou Motor issued a statement, saying that this had gone beyond the scope of normal business competition. Although Li Auto later responded that it was an "unintentional act", this way of turning a serious test into a marketing show has left an impression of being unkind and unprofessional in the public's mind.
The same problem also occurred with IM Motors. At the press conference of the IM L6, the relevant person - in - charge even mislabeled the key parameters of Xiaomi Auto and only apologized belatedly after the other party had made multiple statements. He also publicly commented in an interview that "the Li L9 looks very much like an old - style Buick GL8" and called Tesla "reckless with human lives" at the press conference.
Picture/ IM Motors' apology letter, Source/ Screenshot from Internet's New Energy View
These trashing - style words and deeds not only failed to bring positive effects to IM Motors but also damaged the brand image time and time again. Some media directly commented that "using the way of trashing peers to boast about oneself, one doesn't realize that one is also devaluing oneself."
Actually, not only Li Auto and IM Motors, but many domestic car companies seem to have a "disease" of "not knowing how to hold a press conference without benchmarking against Tesla". From the "six car companies besieging the Model Y" in 2024 to the continuous efforts in 2025, every press conference has to compare parameters with Tesla, as if they can't find their own position without mentioning competitors. In this atmosphere, the real hardcore technology that should be focused on has become the background.
In contrast, century - old brands like Mercedes - Benz and BMW have completely different marketing logics.
At the press conference of the new Mercedes - Benz all - electric CLA, there was no long - winded technical explanation, no deliberate emotional appeal. It directly started with a limited - time "nationwide unified launch exclusive price" and turned the event into a garden party open to the public. Duan Jianjun's words were very confident: "You are being compared because you are the standard for comparison."
Picture/ Press conference of the Mercedes - Benz all - electric CLA, Source/ Screenshot from Internet's New Energy View
The global premiere of models such as the new - generation BMW iX3 long - wheelbase version was the same. They focused on technological breakthroughs and product innovations in electrification, intelligence, and localization. They didn't mention any competitors throughout the process, but people could really feel the iteration of luxury.
3. When Will the Trashing Wind Stop?
After all, the essence of marketing is communication, not attack. What can truly win the long - term trust of users is real technological progress and sincere brand expression.
However, in the current automotive market, the distortion of marketing is no longer news. Some car companies turn product press conferences into "criticism meetings", and executives personally go on social media to "trash" and stir up trouble. "Black water troops" and "black public relations" have become an open secret in the industry.
One of the more influential events might be Li Xiang swearing in his WeChat Moments, denouncing a certain Japanese brand for hiring a large number of marketing accounts to trash their products.
In fact, in the face of such chronic industry problems, the regulatory authorities are continuously stepping up their efforts. In September 2025, six departments including the Ministry of Industry and Information Technology jointly issued a notice, launching a three - month special rectification campaign for online chaos in the automotive industry nationwide, clearly targeting three prominent problems: illegal profit - making, exaggerated and false publicity, and malicious slander and attacks.
Picture/ Special rectification campaign, Source/ Screenshot from Internet's New Energy View
On the eve of the 2026 Beijing Auto Show, the regulatory authorities issued a "list of ten negative behaviors" to participating enterprises, clearly including behaviors such as exaggerated and false publicity, maliciously trashing competitors, and organizing online water troops in the restricted area.
Picture/ List of ten negative behaviors, Source/ Screenshot from Internet's New Energy View
The trashing wind has weakened, but the reason it is difficult to eradicate is that some car companies have never understood one thing: respect cannot be won by attacking opponents. Consumers' basis for purchasing decisions ultimately lies in the real experience of the product and the long - term reputation of the brand, not who trashes competitors more severely at the press conference.
Fortunately, there have been some exemplary cases in the industry, and the new car launches of Li Auto and LeDao have such changes.
Li Auto doesn't talk about competitors' shortcomings, but only about its own progress, using real data and test results to prove the value of the product. It proves that without trashing and creating confrontation, a product marketing can still be vivid, well - founded, and full of substance.
The unique atmosphere centered around "home" at the LeDao press conference is warm and rational. It strengthens the life - related connection between the brand and the family and completes the complete closed - loop from product launch to emotional recognition.
When more and more car companies dare to face