In the Spring Festival of 2026, auto marketing has undergone a comprehensive upgrade, bidding farewell to simple greeting ads and shifting towards deep user interaction. Global brands like Ferrari and BMW have integrated intangible cultural heritage with 'Horse Year' culture to strengthen local emotional connections. Meanwhile, tech-forward brands like Harmony Intelligent Mobility Alliance (HIMA), Lynk & Co, and Changan utilized the Spring Festival Gala to showcase technical prowess, achieving a transformation from mere traffic to real value. The movie Pegasus 3 became a marketing hotspot, with models like the Lynk & Co Z20 and Li Auto MEGA deeply integrated into the plot. Simultaneously, Changan and Jetta revived the traditional 'New Year flavor' through folk activities and intangible cultural heritage events. Focusing on the pain points of holiday travel, Xpeng, NIO, and Xiaomi enhanced their service reputation. Buick and Li Auto sparked emotional resonance by rapidly responding to social trending topics, while the return of the Chery QQ—in collaboration with People's Daily and Honor of Kings—played the nostalgia card to revitalize the brand. Brands like BYD and Mercedes-Benz championed a sense of 'relaxation' (chill vibes). Voyah and Jetour seamlessly integrated car experiences into holiday travel scenarios. Most touchingly, Great Wall Motor moved audiences with its heartwarming short film, Life's Choices. Overall, the landscape presents a keen iteration centered on the user, leading the new direction of automotive marketing.
Source of the article：New Trends in 2026 Lunar New Year Automotive Marketing: User-centric, Balancing Technology and Warmth （凤凰网）
