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When doing new car promotion, automobile brand manufacturers are bound to take into account the brand image, product positioning, user group characteristics and other aspects, and finally choose the scheme with the best effect, including the choice of spokesmen, copywriting planning and so on should meet the needs. However, recently, an independent brand manufacturer was accused of using "vulgar" copywriting content at the launch of the new car.

Recently, Chery's new compact car, the Irize 5 PLUS, has been officially put on the market. The new car can be seen as an upgrade to the Erize 5, offering two front face designs. There are two 1.5L/1.5T engines available in power, matched with a manual / CVT gearbox at a price range of 6.99-99900 yuan.

According to an auto media blogger, Chery officially posted the slogan "all men love Ozawa, with or without Maria" at the launch of the new Arizawa 5 PLUS.

In Chery's official propaganda, it does not seem unusual to take it literally, or to say that it is impossible to understand what is being expressed. However, through the combination of some fonts, netizens seem to understand what is hidden in the Chery slogan.

"vulgar", netizens said.

Some netizens even wondered: "who will buy this car after reading this copywriter?"

Most netizens find it difficult to understand Chery's official promotional copy, believing that it is official portraits of users of their own products. "publicity and marketing" accurate launch, I believe Chery and related parties are also well aware of this, in the decision to type the slogan, will also take into account the impact on the brand and products.

In addition, the spokesperson Chery is looking for for the new Arize 5 PLUS is also a "stranger"-the three members of hard Sugar Girl 303. According to Baidu encyclopedia, hard Sugar Girl 303 was founded on July 4, 2020 and officially made its debut through Tencent Video Energy Girls' growth Program "Creative Camp 2020". On July 6, she joined the Tencent Video sports program "Supernova Games". On August 11, she launched the group's first music EP "hard Sugar Law".

Chery sold 91893 vehicles in November, up 47.9 per cent from a year earlier to 527156 from January to November, down 0.1 per cent from a year earlier, according to the Federation of passengers. According to the obvious monthly growth trend of Chery today, it will not be a big problem for Chery to achieve positive growth for the whole year.

Chery's subsequent rapid growth was mainly due to Ruihu 8 and Jetta, which sold 20677 Ruihu 8 series in November, more than 20, 000 all-line models in the same month, and 8803 in November. At present, Chery's product line is strong in SUV and relatively weak in cars.

In the current automobile market environment, independent brands are seeking transformation and upgrading one after another, and official publicity needs to be treated more cautiously. Chery's publicity event, perhaps in the eyes of many netizens, is undesirable behavior, which has a negative impact on the brand and products.

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