How many points would you give to the operation of having hot pot in a Zeekr car?

Recently, the deputy general manager of Zeekr having hot pot in the car has sparked a group criticism among the "rationalists", "meme makers", and "visionaries" on social media.

However, some netizens have combined camping, rain, and the desire for hot pot to provide a rational explanation for this abstract behavior.

Previously, Zeekr MIX also promoted activities such as playing mahjong, playing eggs, fishing... turning this "baby bus" into a master of entertainment.

In fact, besides Zeekr, many new energy vehicle companies like to create niche scenarios.

Geely Jiashi has staged a toilet transformation and launched a fishing-special car, Lynk & Co released an e-sports version, IM Motors promoted having hot pot and making dumplings in the car... New energy vehicle companies make rear passengers busier than drivers.

The reason behind such operations seems to be that new energy vehicle companies need to break through in marketing, visually demonstrate product performance, capture the attention of car novices, and consider the versatility of their vehicles.

Therefore, what new energy vehicle companies will bring us in the future not only tests the needs of users but also the creativity of developers.

Eating hot pot and singing songs

Surprisingly, some netizens support the abstract behavior of Zeekr's deputy general manager having hot pot in the car.

In response, someone described a specific scenario: driving a Zeekr MIX to go camping, and upon arrival, it starts raining outside, and someone happens to want to eat hot pot. This scenario can be unlocked.

However, the coincidence of driving to camp, encountering bad weather, and wanting to eat hot pot is too niche and confusing for many netizens.

Among them, the "rationalists" said, "The air conditioning ducts, fabric interior, and ceiling absorb the smell, which is overwhelming. Anyone who gets in the car will be confused. 'One brake and two severe burns; another brake, and two more severe burns.'"

The "meme makers" said, "The last person who sat in the car, ate hot pot, and sang songs not only didn't become a county magistrate but also ended up with their butt hanging from a tree. 'It's said they ate Chongqing hot pot. Can you do it without a portable toilet in the car?'"

The "visionaries" said, "I suggest manufacturers deeply develop scenarios around car sex, which is more eye-catching than eating hot pot. 'Once Zeekr has a car-mounted bathroom and toilet, I won't buy a house. I'll just buy a Zeekr MIX.'"

The creativity of the "visionaries" seems to have already been captured by Zeekr MIX, which showcased them during its promotion.

For example, some netizens organized mahjong and egg-hitting games in this car, not forgetting leisure and entertainment even on the road of speed and passion.

At the same time, some car owners organized meetings and team office work in the Zeekr MIX, gradually turning this cute "baby bus" into a workplace.

On the other hand, the deputy general manager of Zeekr also promoted the fishing function of this car on Weibo: by rotating the passenger seat 90 degrees, the passenger can face the sea, enjoy the spring blossoms, and never go fishing empty-handed, all while remaining stylish.

However, some netizens commented, "Anyone who has gone fishing a few times knows that fishing spots are reached by walking, not driving. 'Might as well add a Gatling gun and turn it into a post-apocalyptic battle car.'"

The enthusiasm of Zeekr MIX for creating scenarios seems to stem from its unique design.

Pange learned that both the driver and passenger seats of this car can rotate 180 degrees. Coupled with the design of no B-pillar and opposite-opening doors, it allows passengers in the front and rear seats to face each other, facilitating four-person activities.

Meanwhile, Yang Dacheng, the deputy general manager of Zeekr, also stated recently, "Relying on Zeekr MIX's powerful fresh air system, the smell of hot pot can be eliminated."

What else can you do in a car?

The debate over eating hot pot in a car has significantly enhanced netizens' impression of Zeekr MIX.

Meanwhile, other new energy vehicle companies have also engaged in bizarre operations in terms of vehicle function development.

For example, Geely Jiashi has capitalized on the niche behavior of using the car for urination and defecation by providing a toilet seat ring and plastic bags, transforming the rear center console storage box into a car-mounted toilet in seconds.

In response, some netizens commented, "Might as well rename it 'urgent poop car' or 'indigestion car.' 'If it's used as an emergency measure for kids, it seems quite useful.'"

Jiashi founder Chang Jing also explained, "It's just a central armrest that can be slightly modified to serve as an emergency toilet."

As soon as the passenger finishes their business, it's time to cook in the car.

Pange discovered that Geely Jiashi's official store sells a tailgate dining area for 4,999 yuan, including a kettle, dining table, and utensils.

After seeing this, some netizens commented, "After a rear-end collision, the driver of the following car, upon seeing the compensation package for a kitchen, must have been bewildered. 'Indeed, from sleeping to camping, now it's cooking.'"

Addressing the needs of fishing enthusiasts, Geely Jiashi has gone a step further than Zeekr by launching the Jiashi 01 Fishing Master Edition. Among its features are a rooftop tent that adds a second story to the car and a car-mounted shower that allows owners to bathe outdoors.

If a car can be comfortable and cozy, it can also be full of passion.

For example, Lynk & Co recently partnered with Meizu to launch the Z10 e-sports edition, integrating an e-sports cockpit into the car and equipping it with high-performance computers, allowing passengers to freely engage in gaming.

In response, some netizens commented, "Will people prone to motion sickness and 3D dizziness counteract each other by doing this? 'Do people who play games in the car have unhappy families?'"

Moreover, before the Zeekr deputy general manager's hot pot incident, IM Motors also promoted the scenario of eating hot pot in the car during the launch of the LS7, also drawing criticism from many people.

Previously, to demonstrate the car's performance, the CEO of IM Motors even made dumplings in the back seat of the LS6, with steady cooking movements seemingly revealing the new energy brand's determination to pursue dining scenarios.

Not Just for Fun

Why are so many new energy vehicle brands keen on creating scenarios within their cars? After communicating with multiple car owners, Pange discovered four possible reasons:

Firstly, it's about breaking through in marketing.

In the era of traffic, it's not about fearing negative attention but rather not being noticed at all. For new energy vehicle companies, having a topic generates buzz, which leads to sales.

For example, after the Zeekr deputy general manager's hot pot incident, related hashtags trended on Weibo, with nearly 30 million views and over 20,000 interactions, introducing many people to Zeekr MIX.

In September, Zeekr delivered 21,333 new vehicles, a year-on-year increase of 77% and a month-on-month increase of 18%, with cumulative sales approaching 340,000 units.

Secondly, it's about promoting the performance of their own products.

Rear space, seat functions, noise reduction effects... These parameters related to the riding experience may seem pale when presented alone, but combining them with specific usage scenarios often yields better results.

For example, from the Zeekr deputy general manager's hot pot incident and other entertaining behaviors, we can infer that Zeekr MIX has ample space, stable driving, and good ventilation.

At the same time, Lynk & Co's Z10 e-sports edition seems to demonstrate to gamer car owners that our network is robust, seats are comfortable, and sound insulation is excellent.

Thirdly, it's about capturing the attention of car novices.

For many car novices, parameters like 0-100km/h acceleration, engine power, and front and rear suspension types are difficult to understand and experience in practice.

However, scenarios like watching movies in the car or going fishing by car often resonate with potential car owners, encouraging them to place orders without hesitation based on their beautiful imaginations.

Lastly, cars need to adapt to different scenarios.

In today's Chinese society, many families cannot afford a car for each member. Therefore, a single car must not only meet the needs of commuting to work but also weekend gatherings; it must accommodate not only the individual but also the entire family.

At the same time, the highly competitive living environment in China necessitates that cars assume additional functions. For example, some office workers without lunch breaks use their cars as mobile sleeping pods, while those working remotely on weekends find it essential to work from their cars.

In this light, it seems that the abstract behaviors within new energy vehicles are not solely for attracting attention but also for understanding the plight of users.

As new energy vehicle companies continue to explore unconventional paths, the essence of car manufacturing - safety and smooth driving - should not be forgotten.