China’s shirt-and-tie car makers join EV upstarts in live streaming to shed stuffy image
- The jeans-and-jacket-wearing start-up bosses have been joined in recent months by employees from conservative state-owned auto giants
As well as upping their appeal to younger consumers, live streaming offers companies the chance to interact more directly with potential customers and showcase a vehicle’s technology and performance without the filter – and expense – of traditional advertising or media.
“If you’re not live streaming these days you’re kind of a dinosaur,” said Mark Tanner, managing director of Shanghai-based marketing firm China Skinny. “If you can come up with something that is novel and exclusive, then hearing from respected people like these industry veterans from the convenience of your phone can be quite a draw.”
The approach shares similarities with the play book of Tesla, which pioneered a direct sales strategy based on building a closer relationship between owners, the brand and its CEO Elon Musk via its app, social media and other online channels.
The more recent development is the greater personalisation of live streaming, often featuring auto executives taking part in long road trips. The videos allow would-be customers to see for themselves in real time how the cars perform, with driving range and driving-assistance features among viewers’ top concerns.