Introduction

Introduction

Their appearance, on the one hand, brought additional attention to the Guangzhou Auto Show; but on the other hand, it also stole the spotlight that originally belonged to the Guangzhou Auto Show, almost overshadowing the main event.

The most exciting event in the automotive world this week has been the Guangzhou International Auto Show. As one of China's four major A-class auto shows and the last major auto show of the year, the Guangzhou Auto Show marks the beginning of the year-end sprint.

We witnessed major automakers "unsheathing their swords" in Pazhou. According to previous reports, there were 78 global premieres at this year's Guangzhou International Auto Show, including 6 from multinational companies; the total number of exhibited vehicles was 1,171, including 512 new energy vehicles...

Although the influence of the auto show appears to be waning in terms of product scale and significance, the excitement on-site has not diminished. From automakers to media, from salespeople to visitors, everyone is witnessing the trend towards electrification and intelligence as a major direction for Chinese, joint venture, and foreign automakers.

However, just as everyone was engrossed in exploring the exhibition, things beyond the products easily captured everyone's attention. A few years ago, it might have been glamorous car models, entertainment stars, or sports stars that attracted attention, but today, major IPs in the automotive world are more likely to create a sensation.

Take the Beijing Auto Show held in April this year as an example. The traffic surge generated by Lei Jun and Zhou Hongyi even caused shockwaves and reflections within the industry. This phenomenon continued at the Guangzhou Auto Show. Especially Lei Jun, from Beijing to Guangzhou, Lei Bu Si's fans span the country. Wherever he goes, his fans can promptly track and follow his whereabouts, making him a national icon.

After Xiaomi's press conference yesterday, Lei Jun embarked on his exhibition tour from the Xiaomi booth. From the Letao Auto booth to the XPeng booth, and then to the Great Wall Motors booth, Lei Jun was surrounded by a large number of media and fans wherever he went. The scene was packed, and despite security personnel maintaining order, there was almost a stampede. It was undoubtedly the top trend at the auto show.

Since choosing to manufacture cars, Lei Jun has developed a habit of visiting other automakers, just as he did when making mobile phones—learning from others in the field, truly embodying the phrase "love what you do."

If he didn't love making cars, why would he sleep in the workshop?

On November 13, Lei Jun posted a photo of himself sleeping on the workshop floor on his personal social media account and wrote, "Netizens urged me to go to the factory to tighten screws. In fact, I often go there, and I arrived early this morning. I arrived too early and dozed off in the workshop for a while."

'Unexpectedly, when I woke up, 100,000 units were already done!'" Lei Jun said that it took only 230 days to produce 100,000 units from the launch of Xiaomi SU7 to the present. As a newcomer in the automotive industry, this speed is already remarkable. He also mentioned that he would hold a ceremony for the 100,000th unit offline, successfully showing off.

Just as netizens were praising Lei Jun for his love of car manufacturing, Lei Jun addressed the topic of him sleeping in the workshop during a subsequent livestream. He said, "Yesterday, we were waiting for the 100,000th car to roll off the production line. I arrived a bit early and got bored waiting in the workshop, so I said, 'Why don't you find me a piece of foam to sleep on?' The photo was indeed staged, just to make everyone laugh. Don't take it seriously."

At the same time, some netizens joked about Lei Jun not wearing protective clothing or a safety helmet in the workshop.

In response, Lei Jun seriously stated that the area where he took the photo was not a production area, "That area is not a production area, but it's true that I neglected to wear a safety helmet or protective clothing. I'll pay attention to it in the future." A response that clearly prioritizes pleasing his fans.

Lei Jun's activities were not limited to automobiles. On the morning of November 14, he visited the Zhuhai Airshow and viewed models of the Y-20 tanker aircraft and C919. It's worth mentioning that Lei Jun was gripping his hands tightly on-site, as if making a firm decision.

It was almost as if he was saying, 'Cars don't necessarily have to drive on the ground. Although starting a business is difficult, Xiaomi's military industry will probably be his last venture. He will bet his lifetime's honor and reputation on it. The first fighter jet for young people, Xiaomi Fei 7, may be coming soon. By the way, Xiaomi transport planes and Xiaomi bombers are also worth looking forward to.'"

In response, some netizens joked, "In the future, in addition to the army, navy, and air force, we may need to add Lei Jun. Who in the world doesn't know 'Jun'?"

At this auto show, in addition to the traffic surge caused by Lei Jun, Zheng Qinwen, the women's singles gold medalist at this year's Paris Olympics, also caused a significant impact on-site.

If you've been following Zheng Qinwen's schedule, it's not hard to notice that she just returned from the Saudi Finals and didn't even have time to rest before rushing to the Guangzhou Auto Show to represent Audi.

As a star in the sports world, various endorsements follow after achieving success on the court. For Zheng Qinwen, this Guangzhou Auto Show was not only a commercial event but also a new opportunity to expand her personal influence. Her appearance also attracted the attention of a large number of fans and media, making the Audi booth the focus of the entire event.

This cooperation model between sports stars and automakers also provides new ideas for other athletes and brands. More sports stars may be inspired to embark on their own cross-border journeys. Automakers will also actively seek partnerships with the sports world to tap into the fan economy and commercial value behind sports stars.

At the same time, Zheng Qinwen's performance at the auto show may influence the evaluation of subsequent sports stars in similar commercial collaborations. She needs to demonstrate her professionalism and deep understanding of the brand, setting a good example for the integration of sports and business.

Whether it's Lei Jun or Zheng Qinwen, their appearance, on the one hand, brings additional attention to the Guangzhou Auto Show; but on the other hand, it also steals the spotlight that originally belonged to the Guangzhou Auto Show, almost overshadowing the main event. Is this good or bad for the auto show?

Roundup of the week's automotive news, reviewing major and minor events in the automotive world. For more automotive anecdotes, stay tuned to [Weekly Car Talk], see you next week!