China's auto industry has been the world's largest in production and sales for 17 consecutive years, with strong showings in new-energy vehicles and exports. Yet a veteran industry insider warned that the sector's marketing has become too flashy and self-congratulatory, urging a shift from spec-sheet comparisons to genuine emotional engagement with consumers.
Zhang Guohua, speaking at the 2026 TEDA Forum, criticized the industry for exaggerated claims and absolute language in advertising, as well as a tendency to prioritize surface-level configurations over safety and durability. He also noted that some companies have developed an arrogant mindset, lacking the humility to learn from international benchmarks, according to the Chinese outlet First Electric (D1EV).
Three tiers of premium
Zhang proposed that premium quality should be understood in three layers: product premium, based on safety, reliability, and durability; technology premium, achieved through independent innovation and breakthroughs; and brand premium, which comes from resonating deeply with users' emotions and values.
He stressed that a car's core identity is that of a means of transport, and that safety, durability, and component reliability form the foundation of any premium claim. Marketing, he argued, should focus on these fundamentals rather than piling up parameters.
The remarks come as China's EV market intensifies competition, with brands increasingly touting advanced features such as urban NOA (city advanced driver assistance) and long-range batteries. Zhang's comments suggest a need for the industry to recalibrate its approach to building trust with consumers.
Zhang's call for a more grounded, user-centric marketing approach reflects broader concerns about the sustainability of China's automotive growth, as the industry navigates a transition from rapid expansion to quality-focused development.
