AutoBeta(AutoBeta.net)03/25 Report--

In the face of the current continuous downturn in the automobile market, in order to increase marketing promotion, it is natural for brands of large vehicle enterprises to spend huge sums of money on advertising. However, spending money to help others advertise this "own goal" incident appeared again.

A few days ago, some netizens found from the relevant APP software that Land Rover China put out an advertisement about the brand-new Land Rover Discovery Sports Edition, misplaced the picture material of Xiaopeng car, and took screenshots of this situation. According to the screenshot of the advertisement, Land Rover China launched this advertisement about the brand-new Land Rover Discovery Sports Edition, you can see that the model is Xiaopeng Automobile's electric model G3.

In response to this matter, Xiaopeng Automobile has responded through social media such as official Weibo and official headlines. Jaguar Land Rover, on the other hand, has not yet issued a public response to the matter.

Even though this situation may be just an accident, some netizens question whether it may be another hype. Because in November last year, Audi spent money on a misplaced advertising campaign for Infiniti cars in WeChat circle of friends. According to the original plan, Audi brand is to cooperate with Tencent advertising, will launch Audi Q8 advertising in WeChat friends circle, and put 3000W advertising expenses. However, it was eventually discovered that the video content was playing an Infiniti car promotional film. For this reason, Tencent suspended at 10:30 a.m. that day, with a total exposure of 3959 times and a total cost of 202 yuan.

However, unexpectedly, this misbroadcast advertisement was forwarded by major automobile brands and media on Weibo, even posted on Weibo hot search, almost let the whole automobile circle boil. Although this is a situation that should not occur, it brings considerable dissemination effect.

On the day of the incident, Tencent Advertising has also issued a letter of apology and decided to assume responsibility. In response to this matter, Audi officials also issued a statement saying that although the incident caused certain losses to brands, advertising platforms and other related parties, FAW-Volkswagen Audi still hopes that all parties in society will treat them with tolerance and normalcy on the premise of respecting the facts.

Coincidentally, in the following period of time, frequent "unexpected marketing" advertising, including Mercedes-Benz in the promotion of GLB, using Infiniti brand store as the background, this is a big taboo for advertising, after all, as a competitor, in the same advertisement and it is impossible to appear two brands. As well as BMW China's WeChat circle of friends advertising actually appeared in the wrong words, the wrong "BMW" written as "RMW". Obviously, it is impossible for advertising to appear such a low-level error under layers of censorship.

For this alternative marketing propaganda model in the first two times may bring unexpected results, but blindly using the same marketing methods will only make everyone feel disgusted, and even give people a sense of not rigorous. As for whether advertising is intentional or unintentional, it also reflects the current downturn of the automobile industry, and the sudden outbreak of new crown pneumonia makes the automobile industry instantly stagnate. Therefore, in order to promote the rebound of brand sales, it is reasonable to increase advertising efforts.

According to the sales data of relevant parties involved, the cumulative sales volume of Xiaopeng G3 in 2019 is 16608 vehicles, which is far from the original planned target of 40,000 vehicles; while Jaguar Land Rover sold about 99,000 vehicles in China in 2019, down 13.5% year-on-year, ranking seventh among luxury brands.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat