Qijing Auto Urgently Removes Content Related to Su Mang Collaboration

[Public Relations Crisis] Qijing Auto has fully removed all related content following controversy over the selection of the GT7's appreciation ambassador.

Key Development: Su Mang Was Not a Brand Ambassador; Collaboration Terminated

On May 14, Qijing officially announced Su Mang as the GT7’s “Chief Aesthetics Appreciation Officer,” highlighting her fashion background and influence in aesthetics. However, within hours of the promotional materials going live, strong public backlash emerged online, with critics questioning whether her public image aligned with the brand’s identity.

Strategic Rationale: User Feedback Forces Marketing Adjustment

On May 28, Qijing issued a statement clarifying that Su Mang was merely an event guest and not a brand ambassador, and announced it had halted all dissemination of related content. Going forward, the role of appreciation officer will be openly recruited from among all users, returning decision-making power to consumers.

Industry Impact: Boundaries of Cross-Industry Marketing Under Renewed Scrutiny

This incident highlights automakers’ insufficient assessment of public sentiment risks when partnering with celebrities. Qijing’s GT7 is set to launch pre-sales on May 29, with its first batch of 300 stores already operational across 70 cities. The brand urgently needs to rebuild trust to maintain its product launch timeline.