As the Year of the Dragon bids adieu, automotive enthusiasts herald the Year of the Snake. Despite relentless price wars throughout 2024, the industry embraced a gratifying positive growth. Every automotive enthusiast deserves a pat on the back, for they have truly worked hard.

2024 was a challenging year for the automotive sector, with "involution" remaining an omnipresent theme. The weekly sales rankings seemed to serve as a constant reminder of the relentless competition.

Amidst the fierce competition in 2024, only four automakers managed to meet their annual KPIs. Yet, this did not deter industry leaders from making bold statements. With the Advertising Law failing to constrain Chinese automakers, the year witnessed numerous high-profile verbal sparring matches and controversies. Each year brings its quirks, but 2024 was particularly eventful. Those who were proven wrong in 2024 may face similar fates in 2025.

Navigating the Traffic of Public Attention

When results-driven thinking reigns supreme, and the sole criterion for truth becomes effectiveness, the online buzzword "black-red is also red" emerges. This principle holds true in the automotive industry too; when traffic becomes a key indicator of communication efficacy, exaggeration occasionally becomes necessary.

The equalization of discourse power fostered by internet technology has decentralized the public opinion landscape. In layman's terms, public opinion now forms from the grassroots up. For automakers, every engagement with traffic can be a thrilling leap.

In April 2024, Liu Tao, co-CEO of IM Motors, mislabeled the motor type during a key parameter comparison of the IM L6 with Xiaomi's SU7 at a launch event. Following Xiaomi's strong objection, IM Motors apologized repeatedly for the incident.

Liu Tao once noted that traffic does not necessarily equate to truth. While true, in the realm of public opinion, traffic signifies initiative, and the weaker party is more susceptible to discipline by the stronger.

Some have embraced overwhelming traffic, despite the lack of direct conversion between traffic and sales. In July 2024, Zhou Hongyi, founder of 360 Group, accidentally got his finger trapped in the door of the AION Hyper GT model while testing its anti-pinch function. The video went viral online.

Xiao Yong, deputy general manager of GAC AION, laughed and remarked that the marketing effect of this finger-trapping incident far surpassed spending tens of millions on advertising, boosting AION Hyper's brand awareness by over 800%.

Prior to this, Zhou Hongyi had repeatedly urged automaker CEOs to embrace live streaming and traffic. Over the past year, more automotive industry leaders have flocked to live streaming rooms, engaging in constant criticisms and confrontations, leaving onlookers thoroughly entertained by the intense interactions.

For instance, Wei Jianjun, who vowed to uphold order in the automotive industry, declared, "Let's review the entire industry and pinpoint issues. We'll start with Great Wall, and they'll cover the costs." He also stated, "Exaggeration is rife in the automotive industry, where a car claimed to travel 1,200 kilometers can only go 600. In reality, safety and quality come at a cost." He stepped into the limelight, frequently appearing on social media, and learning to navigate traffic.

As everyone aspires to become an internet celebrity, some icons have abandoned their signature lines. When introducing new products, Yu Chengdong no longer mentions being "far ahead." He said, "The Mate 70 series' communication technology absolutely merits those four words." When introducing the foldable Huawei Mate X6, his catchphrase shifted to "extremely powerful."

Yet, his daring and outspoken nature remains unchanged. Regarding the controversy over the Enjoy S9 flying slope test, he angrily criticized, "Car reviews should be conducted by professionals."

Besides the intense competition, 2024 also witnessed moments of harmony. Last November, a power battery pack of a new energy vehicle malfunctioned and caught fire, affecting a nearby Volkswagen ID.3. The owner sought compensation from the insurance company but was unsuccessful, so they turned to social media for help. SAIC Volkswagen proactively contacted the owner and delivered a brand-new ID.3 electric vehicle first, with payment to follow after compensation.

This move garnered numerous online fans, not only for its proactive problem-solving attitude but also for the fire department's certification that the "power battery pack was intact with no spontaneous combustion."

How automakers navigate traffic determines whether they will embrace its overwhelming power or face backlash. There is no one-size-fits-all methodology for this, as black and red are inherently two sides of the same coin. Precisely because of this, automakers will continue to repeat the same mistakes amidst the vortex of traffic.

When the Advertising Law can no longer constrain Chinese automakers, it implies that bold statements may all boomerang back, hitting the target.

HiPhi, the first automaker to falter in 2024, reportedly ceased production immediately after the Lunar New Year holiday. Two months prior, HiPhi had responded to layoff rumors by stating it was a routine business adjustment, foreshadowing its eventual fate.

Similarly, Geely's Jiyue Automobile collapsed after denying rumors. In December, it publicly denied negative rumors of "layoffs," "arrears to suppliers," and "dissolution on the spot," only to announce its dissolution shortly thereafter. Some joked that Jiyue's debut did not cause much of a stir, but its sudden "sudden death" dissolution caused an earthquake among its over 5,000 employees, contributing many memorable "slap in the face" moments.

Xia Yiping, CEO of Jiyue Automobile, had stated shortly before the company's dissolution, "As long as I am in the company, it will not run out of money." He even set a goal for Jiyue to achieve monthly sales of over 10,000 vehicles in 2024.

Xia Yiping was not alone in overestimating sales targets. After Li Auto released its first pure electric model, the MEGA, in March last year, sales continued to decline, falling far short of the original monthly sales target of 8,000 units.

Prior to the launch of XPeng's MONA M03 in August last year, He Xiaopeng expressed confidence in achieving a sales target of 100,000 units for a single model, but the actual sales volume was 32,705 units, with a target completion rate of less than 33%.

Expectations are always lofty, and the higher the sales target, the better. However, there are always controllable or uncontrollable variables between reality and ideals. What matters is how companies manage heightened consumer expectations during this process, as it often directly determines a brand's favorability.

Following the official launch of the iCAR V23, a significant number of users canceled their orders due to issues with pricing and configuration. Zhang Hongyu, general manager of iCAR Automobile, further fueled the controversy in a subsequent live stream. He said, "Driving the iCAR V23 will attract the attention of surrounding vehicles and pedestrians, making them look up at it." This exacerbated user dissatisfaction, leading to a continued escalation of order cancellations for the iCAR.

When the automotive circle becomes fandom-like, industry leaders are unafraid of sarcasm, connotation, or mutual criticism; what they fear is the lack of voice and attention. Therefore, in 2025, controversial marketing scenes that raise expectations only to be met with disappointment will continue to unfold. As industry reshuffling intensifies, uncompetitive enterprises will repeat the flash crashes of HiPhi and Jiyue. The automotive circle is abuzz with new events daily, but rarely do we witness truly innovative tactics.