Zhiyi Automobile/Zhengqi
As a representative of the impact of domestic new energy vehicles on millions of luxury cars, its release has undoubtedly attracted a lot of attention. However, while the Zunjie S800 conference formed a hot public opinion, the controversy caused by the borrowing of its promotional film from Maibakh has become a hot spot of concern recently.
1. The owner of the car sent a video and tore it. Compared with Maibakh, it was rented.
In the Zunjie S800 promo jointly created by JAC and Huawei, Maibakh’s top model S680 and Zunjie S800 were compared and tested in snow climbing, curves and puddles.
It seems that the stability of Maibakh S680 is not as good as that of Zunjie S800 in the scenes of rapid turning, climbing and passing through puddles. Moreover, in these scenes, the Maibakh S680 also encountered the situation that the snow was out of control and deviated from the runway, and the wheel hub was in close contact with the puddle, which might damage the car body.
However, it stands to reason that the company shooting these scenes should have already bought insurance and used Maibakh’s own vehicles. But the fact is that the owner of this car doesn’t seem to know that his car was used to shoot advertisements.
On February 24th, the broadcaster of a certain platform released a video, claiming that his Maibakh S680 was taken by Zunjie officials for a violent driving test "unwittingly". And there are many damages in the hub, front cooling net and bumper of the vehicle.
Moreover, the broadcaster said that these damages had been found when the car was towed back on January 21, and the respected officials have not given him an explanation until now.
So is the marketing team of Zunjie so despicable?
2. Layers of outsourcing make a disaster, and the car rental company or the back pot.
On the surface, Zunjie officials responded shortly after the Maibakh car owner released this video, saying that the Maibakh S680 used for the test video of the conference was obtained through a third-party rental and loan platform, and the purpose was made clear to the other party in advance.
However, it can be seen from the videos released by this Maibakh car owner before that this Maibakh S680 seems to be a car under his personal name and does not belong to a car rental agency. So, is the venerable official telling a lie?
However, judging from the characteristics of the car rental industry, the Zunjie official is probably not telling lies. Rent-a-car companies often don’t have to use their existing cars for their customers when looking for a source. Instead, find the owner of the car with customer demand through the relationship, pay the rent to the owner, and then give the car to the user who needs the car to earn a middleman’s money.
However, in this process, the first-level relationship often can’t find a suitable car source, so it often appears that Party A’s car rental company finds Party B, and Party B entrusts Party C to find a car, and Party C finds the car source in E’s hand through the relationship. In this process of entrustment, customers’ initial exhortations are often forgotten in layers of entrustment.
Therefore, it is very likely that the owner lent his car to a friend who is connected with the car rental industry. At the beginning, the car rental agency that Zunjie officially found was likely to find the owner after several layers of relationships, so the "clear use" of Zunjie officially may have been forgotten by the client.
However, it seems that the official responsibility of the respected world has been "picked up clearly", but the tricks in the test in the video of the conference have attracted many people’s attention.
3. The test video "Let go of the valve" shows that the marketing atmosphere of Zunjie has been broken.
In the test video, Maibakh may have scratches and some bumps in scenes such as out-of-control corners and puddles. However, it is reasonable to say that these bumps have no particularly strong impact. However, from the video released by the owner of Maibakh, it can be seen that the hub of his Maibakh S680 has obvious depression.
So some netizens speculated that Zunjie’s shooting team deflated the tires of Maibakh S680 before the test. As a result, in comparison with Zunjie, Maibakh’s performance on the bumpy road was greatly reduced. At the same time, because the tire is flat, the wheel hub is sunken when it is impacted by the concave-convex road surface.
Regardless of whether these netizens’ guesses are reasonable or not, the high-end feeling originally created by Zunjie S800 has been affected by the voices of these controversial videos and online discussions.
The time when Maibakh S680 owner released the video was also very "scheming". He didn’t make a sound the first time he got the car on January 21st, nor did he release the video on the day of Zunjie S800 conference. Instead, he released the video after the video popularity of the conference was brewing on the Internet for some time.
Moreover, this Maibakh car owner is not a simple internet amateur, and his video posting account already has 200,000 fans. This can’t help but make people doubt that this owner is rubbing traffic. However, regardless of its motivation, a part of the high-end sense built by Zunjie S800 through marketing has been distorted by online disputes.
In short, the online public opinion of Zunjie S800 is still fermenting. As for whether Jianghuai Automobile and Huawei can bring public opinion to their own advantage, we still need to continue to observe.
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