Chinese EV Startup Leapmotor Criticized for 'In-Car Hotpot' Marketing Stunt
Leapmotor executive cooks hotpot in car and claims it shows listening to user needs, eliciting mockery online from those asking who eats hotpot in their vehicle.
Chinese electric vehicle startup Leapmotor has found itself at the center of controversy after one of its executives was filmed cooking and eating hotpot inside one of the company’s cars. The bizarre marketing stunt, apparently intended to showcase how spacious and feature-packed Leapmotor’s vehicles are, has instead been widely ridiculed online.
In the video clip, which has gone viral on Chinese social media, the Leapmotor executive can be seen sitting in the backseat of a Leapmotor car with a full spread of hotpot ingredients on a portable burner, including assorted meats, vegetables, and soup base. As the executive digs into his meal, he proclaims that this demonstrates Leapmotor’s commitment to “listening to the most authentic voice of our users.”
However, the stunt has backfired spectacularly, with most netizens expressing bafflement and disgust at the idea of eating hotpot in a vehicle. “Who on earth would want to eat hotpot in their car?” asked one top-voted comment. “Even if someone else invited me to eat hotpot in their car, I would seriously hesitate. The smell would linger for days!”
Others pointed out the obvious safety hazards and sanitary issues. “The smell is one thing, but what about oil and soup splashing everywhere? Grease stains on the upholstery would be a nightmare to clean,” wrote another commenter. “And god forbid you get into a fender bender while you’re chowing down on a chunk of beef - you could choke!”
Some linked the ill-advised hotpot stunt to a larger trend of controversial and outlandish marketing tactics by Chinese EV startups in an increasingly competitive market. Leapmotor is not the only company to use in-car dining as a selling point - rival Xpeng previously released an ad featuring a model eating hotpot while parked in one of its cars. And another startup, Seres, was criticized by Chinese media for promoting the “in-car portable toilet” functionality of its vehicles.
Industry watchers say these publicity stunts reflect the intense pressure EV startups are facing to stand out as the market crowds with both startups and established automakers launching new models. “If your core technology and product aren’t dramatically differentiated, you’re forced to resort to gimmicks and find awkward new angles,” one auto blogger wrote.
Despite the online backlash, Leapmotor appears to be doubling down on its unorthodox marketing approach. “Products like our cars need to be responsive to the most authentic needs of our customers,” the executive in the hotpot video said. But judging from the derisive response, in-car dining is one “user need” most people think is better left unmet. As one commenter summed it up: “After you’re done eating the hotpot, do you even still want the car?”