The 27th Chengdu International Auto Show came to an end in the spotlight. However, the "out of the circle" of this auto show is not because of the release of new cars or technological innovations, but because of the bold performance of the car model. On September 4th, a car model at a Rui booth caused a huge controversy because of its large-scale action, and onlookers took photos and uploaded them to the Internet, which quickly sparked heated discussions, and the focus of the auto show seemed to have shifted from the car itself to the topic of car models that people debated endlessly.
This incident makes people ask: is the auto show a stage to display cars, or does it provide another "show" for car models? What kind of business logic is behind this phenomenon? And is the existence of the car model to better display the vehicle, or just to attract traffic?
Car models go overboard: auto show or show?
On September 4, a model car wearing a blue suspender belt and white shorts became the focus of attention at a booth at a Swiss auto show. Many exhibitors filmed her performance on video and uploaded it to social media, causing a huge controversy. The model was originally a regular member of the platform for the 10-day auto show, and her multiple sets of looks and bold movements sparked discussions from different angles.
In this video that has attracted attention, the car model seems to forget that she is standing on the auto show, but regards herself as the protagonist of the stage, and even some actions are reminiscent of the popular "rubbing edges" behavior on social platforms, and the exhibition vehicle has become the background instead, and the audience's eyes are focused on her, not the vehicle.
Some netizens expressed dissatisfaction with the performance of the car model, believing that this practice not only loses the essence of the auto show, but also may have a negative impact on the image of the car company. Some parents also said that it was embarrassing to take their children to a car show to see a car, only to see such a scene that was not suitable for children.
Car models at the auto show: attracting traffic or breaking the bottom line?
In this controversial incident, the car model of a certain Rui's booth attracted a lot of attention with its bold performance, but this approach was not all positive feedback. Many netizens believe that as a subsidiary role of the auto show, the main task of the car model is to add color to the car, rather than steal the limelight of the car. However, the actual situation is that the large-scale action and eye-catching shape of the car model make people ignore the car itself, and some netizens even ridiculed: "After seeing the car model, I don't remember which car was on display at the booth." ”
In fact, car models have always been a "sight" at auto shows, but with the popularity of social media in recent years, many car models have begun to adopt more daring shapes and movements in order to attract more attention, in order to attract attention. However, there are still big questions about whether this approach can really bring actual sales conversion to car companies. As some industry insiders have pointed out, the goal of the auto show is to showcase the performance, design and innovation of the car, not to rely on the "show" of the model car to gain attention.
Behind this incident, what was exposed was the problem that the auto show was gradually kidnapped by "traffic thinking". Auto shows are no longer just about showcasing cars, but are given more entertainment colors. The role of the car model has gradually evolved from an auxiliary display in the traditional sense to a key element to attract traffic. However, it is still unknown whether the attention brought by traffic can really bring sales to car companies.
The response of car companies: Internet celebrity car models are a strategic choice?
In the face of this incident, a Swiss car company also responded, saying that it would record the relevant situation and verify it. This car model already has millions of followers on social platforms and is a well-known Internet celebrity. After this auto show, her number of fans not only did not decrease, but increased. Some people ridiculed her for "becoming famous" through this auto show and becoming the focus of the auto show. However, it is still debatable whether such fame will help car companies.
From a certain point of view, car companies choose online celebrity car models to stand for their platforms, which may be a marketing strategy to attract young people. After all, young people are the main force of future automobile consumption, and attracting the attention of young people through the Internet celebrity effect seems to be a marketing method in line with the current trend. A Swiss car company has also invited game motion captors and mechanical cosers to the platform, taking the route of science and technology and youthfulness, which may indicate that they do not deliberately choose "vulgar", but hope to attract different consumer groups through diversified image display.
However, many netizens do not buy this kind of "rubbing" behavior, believing that attracting attention by "playing the edge" may bring topics and traffic in the short term, but in the long run, it is difficult to win the trust of consumers. Especially on such a serious occasion as an auto show, overly entertaining elements may make potential customers feel that the grade of the vehicle is "cheap".
The two sides of the car model industry: plus or minus?
Behind this controversy, the car model industry has also been re-examined. Is the model car a "highlight" that adds points to the auto show, or a "burden" that weakens the theme of the auto show? It's an interesting discussion.
It is undeniable that the traditional existence of the model car as an exhibition can indeed attract the attention of the audience. After all, a pleasing model elevates the mood of the entire booth and gives the audience a pleasant visual experience. However, if the performance and styling of the car model are too show-stealing, it may backfire.
At this auto show, in addition to the controversial car models, the performance of some other car models was also compared. Some of the models opted for a more professional, elitist style, which left a deep impression. For example, a female model dressed in professional attire has a capable image and a steady temperament that complements the high-end models on display and adds a lot of color to the vehicle. In contrast, those car models with scantily dressed clothes and exaggerated movements seem a little "out of place".
In fact, different styles of car models have different overall impacts on the auto show. Those car models that conform to the brand positioning and show the advantages of the vehicle can often add points to the image of the car company. And those car models that cater too much to traffic and ignore the essence of vehicle display may have a negative impact on the brand. Therefore, the model car industry is not a one-size-fits-all "good" or "bad", the key is how to choose the right model car to help brands better display their products and image.
Auto Show Culture: Back to Basics or Entertainment?
In recent years, auto shows have gradually evolved from a platform to showcase new cars and technologies, and have become more and more entertaining. Whether it is the shape of the car model or the layout of the booth, many car companies are trying to cater to the aesthetics and needs of the young group. However, this trend of over-entertainment has also raised a lot of questions.
For true fans and potential car buyers, what they want to see at the auto show is the design, performance, and technical highlights of the car itself, rather than too much entertainment. Especially for those car consumers who often have hundreds of thousands or hundreds of thousands, the auto show is an important occasion for them to understand and choose their vehicles, and if the auto show becomes a "show", it will make them lose their trust in the brand.
Therefore, how should the auto show culture develop, whether to return to the essence and focus on car display, or continue to entertain and attract more traffic? This is a question that car companies and auto show organizers need to think about.
epilogue
The controversy over the car model at the Chengdu Auto Show has exposed the contradiction behind the entertainment and traffic of the auto show. As a professional platform to display cars, the auto show should focus on cars, rather than letting car models steal the limelight. However, in the current era of social media, traffic and topicality seem to have become the goals pursued by many car companies.
In any case, the essence of the auto show is still to show cars, and I hope that future auto shows can find a balance between attracting traffic and maintaining professionalism, so that the audience can not only appreciate the beautiful car models, but also truly feel the charm of the car.
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