Recently, a head of a leading traditional automobile company publicly criticized the industry phenomenon, stating that many car companies are being hijacked by capital, abandoning basic technology research and development in favor of "seemingly cool, flashy but impractical" marketing gimmicks. This statement resonated with many consumers' pain points.

From specific cases, he pointed out two major problems. First is the hidden door handle - visually appealing, but in reality, it is neither practical nor safe. The person in charge admitted that they had also followed the trend of adopting it in the early stages, but later found the drawbacks and decisively returned to traditional physical door handles. Secondly, there is the integrated die-casting technology, which in its promotions promises "cost reduction and efficiency increase," but the reality is: social security costs are frighteningly high, and even more deadly are the maintenance costs.

Die-cast parts are mostly made of aluminum, which has high hardness but is brittle. Once a collision occurs, it generally requires a complete replacement, as localized repairs are not possible. There was a case where a user had to pay a repair quote that reached about 70% of the vehicle's price due to damage to the rear bottom plate, amounting to tens of thousands of yuan. As a result, the insurance premiums for this type of vehicle are generally higher. Consumers are often misled by the "crash-resistant" selling point, unaware that the hidden repair costs are the real bomb.

More importantly, the person in charge proposed a plan to launch a "Car Purchase Anti-Deception Guide"—to interpret technical terms in plain language, reveal wordplay, and clarify potential costs and risks. The core objective is to let users see both the advantages and understand the costs. This move directly targets the promotional vulnerabilities of new forces.

Interestingly, this company has performed remarkably this year, with cumulative sales of 1.1996 million units as of November, a year-on-year increase of 9.26%. Among these, over 360,000 are new energy vehicles and nearly 450,000 are overseas sales. The revenue in the third quarter was 61.2 billion yuan, a year-on-year increase of 20.51%, setting a record for the best Q3 in history. Precisely because the fundamentals are stable, responsible talents dare to speak out—being unbound by sales pressure allows for honesty.

Reflecting on the industry's ecology, from hidden door handles to die-casting processes, many innovations indeed prioritize visual impact and financing narratives over actual usability and user rights. Electric vehicles generally boast supercar-level horsepower but rarely mention the requirements for driving skills; product promotions tend to gloss over downsides while highlighting advantages, and minor innovations are packaged as major revolutions... these have become the norm in the industry. True transparency and sincerity may just be what the market lacks the most.