The Beijing Auto Show, which returned after a four-year absence, has been filled with excitement and drama, not just from the new car models, but also from the bosses of car companies themselves. From Lei Jun being constantly photographed to Wang Chuanfu arriving at the show by subway, and Zhou Hongyi sitting on the roof of a car in red, the bosses have been making waves at the event.
In the past, the automobile industry relied heavily on car reviewers and key opinion leaders in the car circle for marketing and publicity. However, with the changing times, car company owners are now utilizing their own social media following to gain attention and save on advertising costs. This trend has been evident at the Beijing Auto Show, where bosses like Lei Jun and Zhou Hongyi have been attracting a majority of the public’s attention.
While this shift towards becoming internet celebrities may seem beneficial, it also comes with its challenges. Competition for traffic in the automobile market is fierce, and not all bosses may find success in this new role. The recent Huawei M7 accident outside the auto show has also highlighted the negative effects of excessive publicity in the industry.
Car companies are now faced with the task of balancing the need for attention and publicity with the potential risks of over-promotion. Finding this balance will be crucial for companies dealing with traffic anxiety in a rapidly changing automotive market.