If someone said that charging new energy vehicles is faster than refueling now, would you believe it? Recently, a car company announced at a press conference that a new flash charging technology can enable new energy vehicles to refuel faster than fuel vehicles.

However, such marketing campaigns quickly sparked industry skepticism. The reason is that the company is vague about how long this fast charging technology can last, how much damage it causes to the battery, and whether existing car models are suitable. After all, whether an innovative achievement can achieve large-scale industrial application cannot only rely on a single technical parameter, but also requires a multidimensional balance of technology, economy, and security. If only a few car models can be implemented in extreme scenarios, it does not have universal significance. Such excessive hype inevitably leaves the impression of exaggerated marketing.

The trend of exaggeration in car market marketing has become increasingly fierce in recent years. This is mainly manifested in three aspects: firstly, creating concepts and fabricating stories. Although it is only a car worth a few hundred thousand yuan, it must be called the "best car within 5 million yuan" or even the "best car within 10 million yuan"; Mingming only installed active sleep promotion technology on the car, but claimed that "since I drove this electric car, my hypertension, diabetes and other diseases have improved". The product strength is insufficient, so we need to combine concepts and stories. This kind of custom extreme vocabulary such as "unique," "complete," and "most," using unconventional expressions to attract attention, not only violates advertising laws, but also easily misleads consumers.

The second is to step on the opponent and elevate oneself. What 'BBA is not working, Tesla is stepping aside, Porsche is trembling', lack of respect for peers, and lack of respect for friendly merchants. Reasonable product benchmarking is beneficial for promoting industry progress, but unreasonable benchmarking not only does not bring honor to oneself, but also harms competitors. Especially in product benchmarking, some companies use their online water army on social media to manipulate rankings and control reviews, intentionally creating opposition, deliberately amplifying their own advantages, and belittling the performance of their competitors' products, leading to a commodification of public opinion in the automotive industry, which is even more worthy of vigilance.

The third is to falsify order data and create the illusion of hot sales. Taking a certain car model as an example, after the new car was launched, the car company released a poster stating that "orders exceeded 50000 within 48 hours", and three days later, they provided a poster stating that "orders exceeded 60000 within 72 hours". After one year on the market, the actual sales of the car were only over 20000 units. Vigorously promoting the order quantity, making consumers feel that this car is very popular, and creating a tense buying atmosphere for consumers, thereby prompting them to place orders and purchase as soon as possible. However, truth cannot be fake, and falsehood cannot be true. Superficial prosperity, irrational noise, ultimately cannot withstand the test of time and the market, and can be easily shattered with a poke.

Exaggerated marketing is related to fierce competition in the automotive market. As China's automobile market shifts from incremental competition to stock game, the sales pressure on car companies is increasing. The homogenization of products also forces car companies to come up with effective marketing strategies. From product definition to functional settings, from technical core to exterior design, current major car companies not only exhibit highly homogeneous product features, but also have little difference in commercial operation models. Even if some products and features can be highlighted, other car companies can immediately follow suit, and the product features are similar to yours, making consumers feel that "they are all the same". This is also an important reason for the continuous price wars and intensified internal competition in the current car market. Once the rate of decrease in product costs is not as fast as the decrease in new car prices, the price war cannot be fought, and marketing naturally becomes a more important leverage for car companies.

The exaggerated marketing tactics of car companies may be effective in a short period of time, gaining traffic and triggering people's attention and discussion. However, the trend of exaggeration is like a double-edged sword, making it difficult for more and more ordinary consumers to distinguish between reality and falsehood, and not knowing what choices to make. It damages the brand image of enterprises and consumer trust, thereby affecting the market position and long-term development of enterprises. Its harm should not be underestimated.

Making cars is not about creating concepts or gimmicks. To curb the exaggerated marketing trend in the automotive market, it is necessary for relevant regulatory authorities to take decisive action to regulate corporate behavior and market order, as well as for enterprises to strengthen self-discipline, maintain strategic determination, and steadfastly pursue the path of high-quality development. Faced with the wave of electrification and intelligent transformation, car companies can only create more competitive and respected brands and win the future by driving innovation, accelerating the cultivation of new quality productivity, and launching differentiated products and services.