BEIJING (SCMP): An auto company senior executive in China sparked significant backlash after sharing a video of himself enjoying a hotpot meal inside a new car model from his firm, aiming to promote its multipurpose use and air filtration system.
Yang Dacheng, Vice-President of Zeekr Intelligent Technology – a publicly listed electric car manufacturer controlled by Geely Auto – shared a video on Weibo on Oct 11, featuring him and his team seated around a small table with an electric hotpot and various dishes inside the new Zeekr MIX model.
The video depicted Yang and his guests rotating the front seats to face the back seats, setting up an expandable table between them, and preparing a hotpot meal complete with tripe, crispy pork, vegetables, and four dipping sauces.
Yang emphasised the car’s efficient and comfortable air conditioning, even suggesting that it was spacious enough to play mahjong inside.
He also stated: “Product development should always incorporate genuine user feedback, and our collaboration with users during the design of the Zeekr MIX has been spot on.”
At the Beijing International Automotive Exhibition in April, where the Zeekr MIX model had its global debut, advertisements began highlighting unique features such as transforming into a dining area and allowing customers to enjoy hotpot inside, emphasising the car’s spacious interior as a major selling point.
This situation is not isolated, as the highly competitive auto industry has forced domestic carmakers to standardise premium features like refrigerators and sofa-like seats while resorting to gimmicky marketing strategies to capture consumer attention.
Last year, to illustrate the versatility of the back seat in its LS6 model, Liu Tao, co-CEO of IM Motors, famously prepared dumplings there, igniting significant controversy.
Similarly, Skyworth Auto’s founder, Huang Hongsheng, has touted the health benefits of driving a Skyworth car, suggesting that it could extend one’s lifespan by 30 years by alleviating high blood pressure, enhancing immune function, and even curing diarrhoea.
During the 20th Summer Annual Conference of Yabuli Entrepreneurs 2024, Huang even boldly claimed: “From a traditional Chinese medicine perspective, the small, balanced air environment of a car is ideal. I take a one-hour nap in my Skyworth every day, and all my sub-health problems have disappeared.”
These marketing stunts, including Yang’s hotpot video, have triggered widespread criticism.
“Who came up with this bizarre idea to eat hotpot inside a car? Use some common sense – would you actually cook hotpot in your own car? How would you eliminate the smell and oil splatters?” one person questioned.
“I wouldn’t even allow someone to smoke in my car, let alone have a hotpot meal. The smell would permeate everything, and if oil splatters on the interior, you’ll regret it,” another echoed.
On Oct 13, Yang responded to the online backlash with a follow-up video on his social media platforms.
He explained: “The original intention was to showcase the diverse scenarios in which the Zeekr MIX can be used. I did not anticipate it would spark such extensive discussion. Thanks for all the suggestions and feedback.”
Regarding concerns about hotpot odours, Yang described it as part of a “new camping experience”, explaining that the car is equipped with a robust air filtration system to address such issues.
This response stirred even more controversy, with many criticising the hotpot set-up as a gimmick.
“All they do is focus on gimmicks and nonsense, ignoring the fundamentals. These pointless stunts are even spreading to the new energy car industry. It’s disastrous!” someone else wrote. - South China Morning Post
