Recently, CCTV exposed the chaotic state of shady public relations in the automotive industry. From early forum flooding to the use of AI-powered fraud, these tactics have evolved. Some auto bloggers profit from fake reviews, with some organizations even raking in millions of yuan from single "praising one and criticizing another." Many car owners have noticed that the content of "blackmail" posts targeting specific car brands on some platforms is identical, with highly consistent targets, demonstrating a clear coordinated smear campaign.
For some time, unhealthy competition has been rampant in the automotive industry. Instead of focusing on improving product quality and service, some companies are resorting to smearing competitors to gain market share. This behavior not only pollutes online space and disrupts market order, but also violates legal red lines. Despite repeated exposure, such behavior persists. The root cause lies in the exorbitant profits from illegal activities and the enormous costs of defending against them.
On the one hand, black PR has formed a complex online black market dissemination chain. Because the dissemination of information related to commercial competition can often leverage significant corporate economic value, stakeholders are increasingly using information dissemination as a weapon for unfair commercial competition. On the other hand, the process of defending rights is inherently complex: Obtaining evidence of infringement often requires a large number of personnel, engaging in lengthy network monitoring, data collection, and traceability, requiring significant management effort and human resources. Furthermore, the process from case filing, trial, to enforcement can often take two or three years, during which time the malicious posts may continue to circulate, causing irreversible damage to a company's reputation. The difficulty of defending rights has fueled the arrogance of black PR and exacerbated the competitive atmosphere in the industry.
At the same time, the technical methods used by black PR campaigns are constantly evolving. Some black PR teams use AI to mass-produce rumors, manipulate large numbers of accounts to launch "collective attacks," and even fabricate interviews with car owners and accident videos. This not only makes black PR campaigns more covert but also significantly increases the difficulty of monitoring and evidence collection.
To address the chaotic situation of black PR in the auto industry, a multi-pronged approach is necessary. This includes establishing a long-term, multi-stakeholder collaborative mechanism, a mechanism for sharing clues about the "black industry chain," and joint litigation. Automakers also need to strengthen self-discipline and foster a healthy competitive ecosystem.
This year, the Cyberspace Administration of China launched a special campaign, "Clear and Optimize the Business Network Environment—Crack Down on Internet 'Black Mouths' Related to Enterprises." The Ministry of Industry and Information Technology, the National Development and Reform Commission, and the State Administration for Market Regulation jointly held a symposium on the new energy vehicle industry to deploy measures to further regulate competition in the industry. These measures have sent a positive signal for governance.
Only by abandoning the competitive mentality of smearing and pulling down others and creating a clear market environment can we provide all enterprises with a sky of healthy competition and sustainable development.