汽车非鞋不可换皮换色忽悠 消费者拒当冤大头求高配强动力

在消费市场中，不同品类的产品有着截然不同的 “价值逻辑”：一双运动鞋可以通过换鞋面材质、改配色方案，打出 “限量款”“联名款” 的旗号吸引玩家，即便核心科技未变，也能凭借外观差异实现溢价；但汽车作为单价动辄十万、几十万的大宗消费品，却绝不能照搬这套 “忽悠逻辑”。鞋坏了可以随手更换，消费者对其容错率高；而汽车关乎日常出行安全、长期使用成本与家庭生活品质，消费者投入的不仅是金钱，更是对 “可靠伙伴” 的信任。谁也不想成为 “花了钱却买了减配车” 的冤大头，谁都希望自己的车在配置上更实用、动力上更强劲 —— 这种 “拒绝忽悠、追求真实价值” 的需求，正是汽车消费市场最核心的底层逻辑。

一、鞋与汽车：两类消费品的本质差异

要理解 “汽车不能像鞋那样换皮换色忽悠消费者”，首先要认清两者在 “消费属性、使用场景、价值权重” 上的本质不同。鞋是 “快消品 + 个性化载体”，汽车是 “耐用消费品 + 生活刚需工具”，这种定位差异决定了它们的消费逻辑天差地别。

（一）消费属性：快消与耐用的天壤之别

运动鞋的消费周期短、单价低，消费者对其 “容错率” 极高。一双主流运动鞋单价多在 500-1500 元，平均使用寿命仅 6-12 个月（按每周穿着 3-4 次计算），即便买到 “换皮不换芯” 的款式，损失也相对有限。不少鞋类品牌正是抓住这一特点，频繁推出 “换色款”—— 比如某运动品牌针对经典跑鞋，每年推出 10 余种配色，核心的中底缓震科技、鞋面支撑结构完全不变，但凭借 “季节限定色”“明星同款色”，就能让消费者心甘情愿为 “新鲜感” 买单。这种操作在鞋圈司空见惯，甚至形成了 “收藏文化”，消费者追求的是 “个性化表达” 而非 “功能升级”。

汽车则完全相反，它是 “耐用消费品” 中的核心品类：单价普遍在 10-50 万元，占普通家庭年收入的 2-5 倍；使用寿命长达 8-15 年，期间要承载日常通勤、家庭出游、长途远行等多种场景；维护成本（保险、保养、燃油 / 电费）每年可达 1-3 万元。对消费者而言，买汽车是 “重大决策”，需要反复对比、深思熟虑，绝不可能像买鞋那样 “凭新鲜感下单”。如果车企像鞋类品牌那样，只在外观（如车漆颜色、轮毂样式）上做文章，却在核心的配置（如安全气囊、智能驾驶辅助）、动力（如发动机功率、变速箱性能）上 “偷工减料”，消费者一旦发现，不仅会产生 “被忽悠” 的愤怒，更会因 “长期使用的隐患” 陷入焦虑 —— 毕竟，没人愿意每天开着一辆 “表面光鲜、内里缩水” 的车出门。

（二）使用场景：个性表达与安全刚需的错位

鞋的核心功能是 “保护双脚 + 个性表达”，外观的重要性甚至超过部分功能。年轻人穿限量款球鞋，更多是为了彰显审美、融入圈层，即便鞋楦偏窄、重量略重，只要颜值够高，也能接受。但汽车的核心功能是 “安全出行 + 家庭服务”，外观只是 “加分项”，配置与动力才是 “生命线”。

想象两个场景：其一，消费者买了一双 “换色款” 球鞋，发现鞋底耐磨性不如老款，最多抱怨几句，下次换个品牌；其二，消费者买了一辆 “换皮不换芯” 的汽车，宣传时说 “配备 L2 级辅助驾驶”，实际提车后发现只有基础定速巡航，高速行驶时无法自动跟车、车道保持 —— 这种 “忽悠” 可能直接影响驾驶安全，甚至引发事故。2025 年，某车企就因 “宣传配备 6 安全气囊，实际仅装 4 个” 被曝光，导致该车型销量暴跌 70%，还引发了集体维权。消费者在投诉中表示：“鞋买错了最多磨脚，车买错了可是要命的事！”

此外，汽车的使用场景高度依赖 “配置实用性”：家庭用户需要后排 USB 充电口、儿童座椅接口、大尺寸后备箱；通勤用户需要智能车机、倒车影像、自动驻车；长途用户需要自适应巡航、座椅加热、隔音降噪 —— 这些配置直接决定了用车体验，绝非 “换个车漆颜色” 就能替代。而鞋类产品的场景依赖度低，除了专业运动鞋（如跑鞋、篮球鞋），多数休闲鞋的功能差异不大，换色就能满足不同搭配需求。

二、汽车 “忽悠式操作” 的不可行性：从安全到信任的全面风险

鞋类品牌的 “换皮换色” 本质是 “差异化营销”，但汽车若试图用 “表面功夫” 忽悠消费者，必将面临 “安全风险、信任崩塌、市场淘汰” 的三重危机。汽车的核心价值在于 “可靠与实用”，任何偏离这一核心的 “忽悠操作”，最终都会被市场反噬。

（一）安全红线：忽悠即拿生命开玩笑

汽车的每一项配置、每一个部件都与安全息息相关，减配或虚假宣传本质是 “漠视生命”。鞋类产品即便偷工减料，最多导致磨脚、开胶，而汽车的 “忽悠操作” 可能引发严重安全事故：

安全配置减配：某车企曾在入门款车型上宣传 “配备 ESP 车身稳定系统”，实际交付时却发现该功能被阉割。ESP 在湿滑路面、紧急变道时能防止车辆失控，缺乏该配置会使事故风险增加 30%。2025 年，该车型在雨天发生多起 “失控撞护栏” 事故，经检测发现缺少 ESP，最终车企被迫召回 10 万辆车，品牌形象一落千丈。

动力参数虚标：部分车企为吸引消费者，故意虚标发动机功率或扭矩。某国产 SUV 宣传 “1,5T 发动机最大功率 140kW”，第三方实测仅 125kW，导致车辆加速无力、爬坡困难。有车主反馈：“满载家人上高速坡道时，油门踩到底车速仍上不去，后面的大货车一直按喇叭，太危险了！” 这种 “动力虚标” 不仅影响驾驶体验，更在超车、避险等紧急场景中埋下安全隐患。

材质偷梁换柱：鞋类产品用 PU 皮替代真皮，最多影响手感；而汽车用劣质钢材替代高强度钢、用回收棉替代隔音棉，会直接威胁安全与健康。2025 年，某合资轿车被曝光 “车门防撞梁用塑料替代钢材”，碰撞测试中车门直接变形侵入驾驶室，安全评分从 “五星” 降至 “两星”；另有车企用劣质隔音棉，导致车内甲醛超标 3 倍，多名车主出现头晕、咳嗽等症状，最终引发集体诉讼。

这些案例证明，汽车的 “忽悠操作” 绝非 “小事”，而是触碰了 “安全红线”。消费者对汽车的安全需求是 “零容忍”，任何侥幸心理都会付出沉重代价。

（二）信任崩塌：一次忽悠，终身拉黑

汽车消费是 “长期关系”，消费者购买的不仅是一辆车，更是对品牌的长期信任。鞋类品牌即便欺骗消费者，下次换个款式仍可能被原谅，但汽车品牌一旦失去信任，消费者会 “终身拉黑”，甚至影响身边人购车决策。

某调研机构 2025 年数据显示，因 “被忽悠”（减配、虚假宣传）放弃某品牌的消费者中，92% 表示 “绝不会再考虑该品牌”，85% 会 “劝阻亲友购买”。这种 “负面口碑传播” 对汽车品牌的打击是毁灭性的 —— 汽车的购买决策高度依赖 “口碑”，亲友的一句 “这个品牌不靠谱”，可能直接让消费者放弃选择。

反观鞋类市场，消费者对品牌的忠诚度较低，某品牌即便推出 “换皮不换芯” 的款式，下次推出新款科技鞋时，仍可能吸引消费者尝试。但汽车品牌的信任建立需要 5-10 年，崩塌却只需一次 “忽悠操作”。比如某豪华品牌因 “减配真皮座椅为仿皮” 被曝光后，销量连续 3 年下滑，即便后续推出高配置车型，消费者仍疑虑重重：“这次会不会又偷工减料？”

（三）市场淘汰：信息透明下无藏身之地

如今的汽车市场早已不是 “信息不对称” 的时代，消费者可以通过第三方测评、车主论坛、短视频平台等渠道，轻松获取车型的真实配置、动力参数、质量反馈。鞋类品牌的 “换皮换色” 能忽悠消费者，是因为普通消费者难以分辨鞋面材质差异；但汽车的 “忽悠操作” 在信息透明化面前，根本无处藏身。

第三方测评 “打假”：如今的汽车测评博主会对车型进行 “拆解测试”，比如拆开车门看防撞梁材质、用专业设备测发动机功率、对比宣传配置与实车配置。某车企宣传 “全景天窗可开启面积 1,2㎡”，测评博主实测仅 0,8㎡，视频播放量超 500 万，直接导致该车型订单减少 40%。

车主社群 “避坑”：车主论坛、车友群成为 “反忽悠” 的重要阵地。消费者购车前会在社群中询问 “实车配置是否与宣传一致”“动力有没有虚标”，已有车主会如实反馈。某紧凑级轿车因 “宣传有无线充电，实车无此功能”，车主在社群中集体吐槽，导致该车型的 “预订单退订率” 达 35%。

监管政策 “亮剑”：近年来，监管部门对汽车 “忽悠操作” 的处罚力度不断加大。2025 年实施的《汽车消费欺诈处罚办法》规定，车企若存在 “虚假宣传、减配销售”，需向消费者支付 “三倍车款赔偿”，并面临最高 500 万元罚款。某车企因 “动力虚标” 被处罚 2000 万元，成为行业警示案例。

在信息透明与监管严格的双重作用下，汽车的 “忽悠操作” 早已行不通，唯有 “实事求是” 才能立足市场。

三、消费者 “拒当冤大头”：背后是理性与需求的双重觉醒

“谁也不想当那个冤大头”，这句朴素的消费心理，背后是汽车消费者 “理性认知” 与 “需求觉醒” 的双重转变。如今的消费者不再是 “听宣传就买单” 的 “小白”，而是能清晰判断 “价值与价格是否匹配” 的 “精明决策者”，他们拒绝为 “虚头巴脑” 的表面功夫付费，只愿为 “真实有用” 的配置与动力买单。

（一）理性认知：算清 “每一分钱的价值”

汽车单价高、使用周期长，消费者在购车前会反复 “算账”：花的钱是否能买到对应的配置与动力？长期使用成本是否合理？这种 “理性算账” 让 “忽悠操作” 失去生存空间。

以 15 万元级 SUV 市场为例，消费者会详细对比不同车型的 “配置清单”：

安全配置：是否有 6 安全气囊、ESP、主动刹车、胎压监测？

舒适配置：是否有皮质座椅、座椅加热、自动空调、后座出风口？

智能配置：是否有 10 英寸以上中控屏、CarPlay/HiCar、倒车影像、定速巡航？

动力参数：发动机功率、扭矩多少？百公里加速时间、综合油耗如何？

某调研显示，2025 年有 87% 的消费者在购车前会 “制作配置对比表”，78% 会 “查看第三方实测数据”。如果一款车宣传 “高配置”，实际却缺少关键功能，消费者一眼就能识破。比如某车型宣传 “配备 L2 级辅助驾驶”，但对比表中发现只有 “定速巡航”，没有 “车道保持”“主动刹车”，消费者会直接将其排除在备选清单外。

此外，消费者还会算 “长期账”：减配的车型看似售价低，但若后续需要加装配置（如加装倒车影像需 2000 元、加装 ESP 需 5000 元），总成本反而更高；动力不足的车型，高速超车费油且危险，长期燃油成本也会增加。这种 “精打细算”，让 “忽悠式减配” 的车型彻底失去吸引力。

（二）需求觉醒：从 “有车开” 到 “开好车”

随着收入水平提升与用车经验积累，消费者的购车需求已从 “有车开” 升级为 “开好车”—— 这里的 “好”，核心就是 “配置实用、动力够用”。谁都不想 “花了钱却买了低配车”，谁都希望自己的车 “比别人的更实用、更有劲”，这种需求觉醒让 “忽悠操作” 彻底失去市场。

配置需求：“实用为王，不缺关键功能”：过去，消费者可能接受 “入门款车型配置简单”，但如今，即便是 10 万元级车型，消费者也要求 “基础配置不缺席”。2025 年，10 万元级 SUV 的 “标配率” 大幅提升：倒车影像（98%）、ESP（95%）、USB 充电口（100%）、皮质座椅（80%），而 5 年前这些配置的标配率不足 50%。某车企的入门款 SUV 因 “缺少倒车影像”，销量仅为同级别车型的 1/3，后来紧急加装该配置，销量才回升。

动力需求：“够用不够，还要强劲”：消费者对动力的需求不再是 “能跑就行”，而是 “加速有力、超车自信”。以 1,5T 发动机为例，5 年前消费者能接受 “最大功率 110kW”，如今则要求 “至少 130kW”。某国产 SUV 因 1,5T 发动机最大功率达 145kW，百公里加速 8,2 秒，即便售价比同级别高 5000 元，销量仍稳居前列，车主反馈：“超车时一脚油门下去，动力随叫随到，心里踏实。”

这种需求觉醒背后，是消费者对 “汽车价值” 认知的深化：汽车不再是 “面子工具”，而是 “提升生活品质的伙伴”。谁都不想在家人需要舒适乘坐时，发现车内没有后座出风口；谁都不想在超车时，因动力不足而陷入危险 —— 这些 “真实需求”，让消费者对 “忽悠式车型” 坚决说 “不”。

四、高配置与强动力：消费者的 “硬核诉求” 如何被满足？

“谁都想自己的车配置比别人高，动力比别人猛”，这句直白的诉求，其实是消费者对 “汽车真实价值” 的追求。车企要赢得市场，不能靠 “忽悠”，而要靠 “精准匹配需求”—— 在合理价格内，提供更实用的配置、更强劲的动力，让消费者觉得 “物超所值”，而非 “当了冤大头”。

（一）配置：拒绝 “堆砌无用功能”，聚焦 “高频实用需求”

消费者想要 “高配置”，并非追求 “功能越多越好”，而是 “需要的功能都有，且好用”。车企若盲目堆砌 “冷门配置”（如车载冰箱、后排小桌板），反而会增加成本，导致核心配置缺失；唯有聚焦 “高频实用配置”，才能真正满足消费者需求。

以 12 万元级家用轿车为例，消费者的 “高频配置需求” 集中在：

安全类：6 安全气囊、ESP、主动刹车、胎压监测（长途 / 雨天驾驶更安全）；

舒适类：皮质座椅、座椅加热（冬季实用）、自动空调、后座出风口（家庭乘坐更舒适）；

智能类：10,25 英寸中控屏、CarPlay/HiCar、倒车影像 + 雷达（日常通勤更便捷）。

某车企精准把握这些需求，在 12 万元级轿车上标配上述配置，仅取消 “车载冰箱”“后排娱乐屏” 等低频配置，最终该车型 2025 年上半年销量达 8,5 万辆，其中 75% 的消费者表示 “配置刚好满足需求，没有多余的浪费”。

反观某竞品车型，虽然宣传 “配置丰富”，但标配 “后排娱乐屏”，却缺少 “主动刹车”“座椅加热”，销量仅为前者的 1/2。消费者反馈：“后排娱乐屏孩子很少用，冬天没有座椅加热太难受，关键的主动刹车也没有，感觉花了冤枉钱。”

这说明，“高配置” 的核心是 “精准匹配需求”，而非 “功能堆砌”。车企需通过用户调研、大数据分析，明确消费者的 “高频需求”，将成本用在 “刀刃上”，才能让消费者觉得 “配置比别人高”。

（二）动力：拒绝 “虚标参数”，追求 “实际体验”

消费者想要 “动力比别人猛”，并非追求 “百公里加速越快越好”，而是 “日常驾驶有劲、紧急场景自信”。车企若靠 “虚标动力参数” 吸引消费者，最终会被揭穿；唯有通过技术升级，提升动力的 “实际体验”，才能赢得认可。

某国产车企在 1,5T 发动机上采用 “涡轮增压 + 直喷” 技术，最大功率达 140kW，峰值扭矩 280N・m，第三方实测百公里加速 8,3 秒，综合油耗 7,2L/100km，实现 “动力强劲且省油”。该发动机搭载在某 SUV 车型上，2025 年上半年销量达 10,2 万辆，车主反馈：“市区通勤起步轻快，高速超车有力，油耗也不高，比同级别合资车的动力强多了。”

为确保动力的 “实际体验”，车企还需优化变速箱调校：某车型搭载的 7 速湿式双离合变速箱，通过调整换挡逻辑，低速行驶时无顿挫感，高速行驶时换挡迅速，车主反馈：“开起来比朋友的 AT 变速箱车型还平顺，动力衔接很流畅。”

此外，车企还需 “如实标注动力参数”，并公开第三方实测数据。某车企在官网公开 “发动机功率、扭矩的实测数据”，以及 “百公里加速、油耗的实测结果”，消费者可随时查询，这种 “透明化” 赢得了信任，该车型的 “退订率” 仅为 3%，远低于行业平均的 10%。

（三）案例：三款 “无忽悠” 车型的市场成功

在 10-15 万元级市场中，哈弗 H6、长安 CS75 PLUS、吉利博越 L 之所以能成为 “国民神车”，核心就是 “拒绝忽悠，满足消费者对高配置、强动力的需求”：

哈弗 H6：中配车型标配 6 安全气囊、ESP、倒车影像、定速巡航、皮质座椅，1,5T 发动机最大功率 135kW，峰值扭矩 275N・m，综合油耗 7,3L/100km，完全满足家庭用户的 “实用需求”，2025 年上半年销量达 18,2 万辆。

长安 CS75 PLUS：中配车型标配 L2 级辅助驾驶（ACC+LKA+AEB）、12,8 英寸中控屏、皮质运动座椅，1,5T 发动机最大功率 138kW，峰值扭矩 300N・m，百公里加速 8,6 秒，契合年轻消费者对 “智能 + 动力” 的需求，2025 年上半年销量达 15,5 万辆。

吉利博越 L：中配车型标配座椅加热、540° 全景影像、主动降噪、L2 级辅助驾驶，1,5T 发动机最大功率 133kW，峰值扭矩 290N・m，综合油耗 7,5L/100km，满足家庭用户对 “舒适 + 安全” 的需求，2025 年上半年销量达 11,3 万辆。

这三款车型没有 “换皮换色忽悠消费者”，而是靠 “真实的配置、可靠的动力” 赢得市场，证明 “实事求是” 才是汽车消费市场的 “制胜之道”。

五、车企破局：告别 “忽悠思维”，回归 “价值本质”

面对消费者 “拒当冤大头、求高配强动力” 的需求，车企唯有彻底告别 “鞋类品牌式的忽悠思维”，回归汽车 “安全、实用、可靠” 的价值本质，才能在市场竞争中立足。

（一）诚信为本：杜绝 “虚假宣传与减配”

诚信是汽车品牌的 “生命线”，车企需做到 “宣传与实车一致”，杜绝任何 “忽悠操作”：

配置透明化：在官网、宣传手册中清晰标注 “各配置车型的详细功能”，不使用 “高配置”“丰富配置” 等模糊表述；实车交付时，确保配置与宣传完全一致，不搞 “减配不减价”。

参数真实化：公开发动机功率、扭矩、百公里加速、油耗等参数的 “第三方实测数据”，不搞 “虚标”；若因技术原因需调整参数，及时告知消费者，并提供合理补偿。

材质公开化：公开车身钢材强度、隔音棉材质、安全气囊品牌等信息，接受消费者与媒体监督；不使用劣质材料替代优质材料，确保车辆安全与健康。

某车企实施 “诚信承诺” 后，将 “配置清单、实测数据、材质信息” 全部公开，虽然短期内增加了研发与检测成本，但长期来看，该品牌的 “投诉率” 下降 60%，“复购率” 提升 35%，证明诚信能带来长期收益。

（二）技术驱动：用实力满足 “高配强动力” 需求

消费者对 “高配置、强动力” 的需求，最终要靠技术来满足。车企需加大研发投入，在 “配置实用性” 与 “动力性能” 上持续突破：

配置技术升级：研发更实用的智能配置，如 “全域 L2 + 级辅助驾驶”（支持城市道路自动跟车）、“智能座舱交互系统”（语音识别率 98% 以上）、“全景影像 + 透明底盘”（消除视野盲区），让配置真正 “好用、有用”。

动力技术优化：研发更高效的发动机与变速箱，如 “混动系统”（综合油耗低至 4L/100km）、“8AT 变速箱”（换挡平顺且耐用）、“高功率电机”（纯电车型百公里加速 6 秒内），在 “强动力” 与 “低油耗” 之间找到平衡。

某车企每年将营收的 15% 投入研发，推出的 “混动系统” 实现 “百公里加速 7,5 秒，综合油耗 4,2L/100km”，搭载该系统的车型 2025 年销量达 12 万辆，证明技术能直接转化为市场竞争力。

（三）用户共创：让消费者参与 “产品定义”

要精准满足消费者需求，车企需打破 “闭门造车”，让消费者参与 “产品定义”，明确 “哪些配置需要保留，哪些动力参数更实用”：

需求调研：通过线上问卷、线下访谈、用户社群等渠道，收集消费者对配置、动力的需求，如 “是否需要座椅加热”“希望百公里加速在多少秒以内”。

配置投票：针对新车型的配置方案，让潜在消费者投票选择，如 “中配车型是否标配 L2 级辅助驾驶”“是否需要增加无线充电功能”。

试驾反馈：邀请消费者参与 “prototype 试驾”，收集对动力平顺性、配置实用性的反馈，根据反馈优化产品。

某车企通过 “用户共创” 确定新车型的配置与动力，最终该车型的 “用户满意度” 达 92 分，远高于行业平均的 80 分，销量也超出预期 30%。这种 “用户参与” 的模式，不仅能满足消费者需求，还能增强消费者的 “归属感”。

六、结语：汽车消费，容不得半点忽悠

鞋可以换皮换色忽悠玩家，因为它是 “快消品 + 个性化载体”；但汽车作为 “大宗消费品 + 安全工具”，容不得半点忽悠。消费者不想当冤大头，是因为他们投入的是 “真金白银与家庭信任”；消费者想拥有高配置、强动力的车，是因为他们追求的是 “安全、舒适、可靠的用车生活”。

如今的汽车市场，早已不是 “忽悠者的舞台”，而是 “务实者的赛场”。那些试图靠 “表面功夫” 蒙混过关的车企，终将被信息透明与监管政策淘汰；而那些坚守诚信、靠技术满足消费者需求的车企，才能赢得市场与口碑。

对消费者而言，购车时要保持理性，仔细对比配置、查看实测数据、参考车主反馈，不被 “换皮换色” 的表面功夫迷惑；对车企而言，要彻底告别 “忽悠思维”，回归汽车的价值本质，用真实的配置、可靠的动力、诚信的态度，为消费者打造 “买得放心、开得舒心” 的好车。

唯有如此，汽车消费市场才能形成 “消费者受益、车企进步” 的良性循环，让每一位消费者都能买到 “配置够用、动力够劲” 的车，真正告别 “冤大头” 的命运。

In the consumer market, different categories of products have completely different "value logics": a pair of sports shoes can be marketed as "limited edition" or "collaborative edition" by changing the upper material and color scheme, Even if the core technology remains unchanged, it can still achieve a price premium through appearance differences; however, as a large-scale consumer good with a unit price of hundreds of thousands of yuan, cars can never copy this "deceptive logic", A broken shoe can be replaced casually, and consumers have a high tolerance for it; but a car is related to daily travel safety, long-term use costs, and family quality of life, What ;www.jy.gov.cn.w81m.cn; consumers invest in is not only money but also trust in a "reliable partner", No one wants to be a sucker who "spends money but buys a car with reduced configuration", and everyone hopes that their car has more practical configurations and stronger power - this demand for "rejecting deception and pursuing real value" is the core underlying logic of the automotive consumer market,

I, Shoes and Cars: Essential Differences Between Two Types of Consumer Goods

To understand that "cars cannot deceive consumers by changing leather or color like shoes", we must first recognize the essential differences between the two in terms of "consumption attributes, usage scenarios, and value weight", Shoes are "fast-moving consumer goods + personalized carriers", while cars are "durable consumer goods + essential daily tools", This positioning difference determines that their consumption logics are vastly different,

(I) Consumption Attributes: The World of Difference Between Fast-Moving and Durable Goods

Sports shoes have a short consumption cycle and low unit price, so consumers have a very high "tolerance rate" for them, The unit price of a mainstream sports shoe is mostly between 500-1500 yuan, with an average service life of only 6-12 months (based on wearing 3-4 times a week), Even if you buy a style with "changed leather but unchanged core", the loss is relatively limited, Many shoe brands have seized this feature and frequently launch "color-changing models" - for example, a sports brand launches more than 10 color schemes for its classic running ;www.jy.gov.cn.1kfq.cn; shoes every year, The core midsole cushioning technology and upper support structure remain completely unchanged, but with "seasonal limited colors" and "celebrity co-branded colors", consumers are willing to pay for "freshness", This operation is common in the shoe industry and has even formed a "collection culture", Consumers pursue "personalized expression" rather than "functional upgrading",

Cars, on the other hand, are completely different, They are the core category of "durable consumer goods": the unit price is generally between 100,000-500,000 yuan, accounting for 2-5 times the annual income of an average family; the service life is as long as 8-15 years, during which it must carry various scenarios such as daily commuting, family outings, and long-distance travel; the maintenance cost (insurance, maintenance, fuel/electricity fees) can reach 10,000-30,000 yuan per year, For consumers, buying a car is a "major decision" that requires repeated comparisons and careful consideration, It is impossible to "place an order based on freshness" like buying shoes, If car companies, like shoe brands, only focus on appearance (such as paint color and wheel style) but "cut corners" on core configurations (such as airbags and intelligent driving assistance) and power (such as engine power and transmission performance), once consumers find out, they will not only feel angry about being "deceived" but also fall into anxiety due to "hidden dangers of long-term use" - after all, no one is willing to drive a car that is "glamorous on the surface but shoddy inside" every day,

(II) Usage Scenarios: The Mismatch Between Personalized Expression and Safety Needs

The core function of shoes is "protecting feet + personalized expression", and the importance of appearance even exceeds some functions, Young people wear limited-edition sneakers mostly to show their aesthetics and integrate into circles, Even if the shoe last is narrow and the weight is slightly heavy, they can accept it as long as ;www.jy.gov.cn.v75v.cn;the appearance is good-looking, However, the core function of a car is "safe travel + family service", Appearance is only a "bonus item", while configuration and power are the "lifeline",

Imagine two scenarios: First, a consumer buys a "color-changing" sneaker and finds that the sole is less wear-resistant than the old model, They will mostly just complain a few times and switch to another brand next time; Second, a consumer buys a car that "changes leather but not the core", It is advertised as "equipped with L2-level assisted driving", but after picking up the car, it is found that it only has basic cruise control and cannot automatically follow cars or maintain lanes when driving at high speed - this kind of "deception" may directly affect driving safety and even cause accidents, In 2025, a car company was exposed for "claiming to be equipped with 6 airbags but actually only installing 4", leading to a 70% drop in sales of that model and triggering a collective rights protection campaign, Consumers said in their complaints: "Buying the wrong shoes at most causes foot blisters, but buying the wrong car can be a matter of life and death!"

In addition, the usage scenarios of cars are highly dependent on "practical configuration": family users need rear USB charging ports, child seat interfaces, and large-sized trunks; commuting users need intelligent in-vehicle systems, reverse images, and automatic parking; long-distance users need adaptive cruise control, seat heating, and ;www.jy.gov.cn.suc9qr.com; noise reduction - these configurations directly determine the car usage experience and can never be replaced by "changing the paint color", However, the scenario dependence of shoe products is low, Except for professional sports shoes (such as running shoes and basketball shoes), most casual shoes have little functional difference, and changing colors can meet different matching needs,

II, The Impossibility of "Deceptive Operations" for Cars: Comprehensive Risks from Safety to Trust

The "leather and color changing" of shoe brands is essentially "differentiated marketing", but if cars try to deceive consumers with "superficial efforts", they will inevitably face the triple crisis of "safety risks, trust collapse, and market elimination", The core value of cars lies in "reliability and practicality", and any "deceptive operation" that deviates from this core will eventually be counterattacked by the market,

(I) Safety Red Line: Deception Is Playing with Lives

Every configuration and component of a car is closely related to safety, Reducing configuration or false advertising is essentially "disregarding life", Even if shoe products cut corners, they will at most cause foot blisters or glue failure, but "deceptive operations" for cars may cause serious safety accidents:

Reduced safety configuration: A car company once advertised that its entry-level model was "equipped with ESP body stability system", but it was found that this function was removed when the car was actually delivered, ESP ;www.jy.gov.cn.suc8op.com; can prevent the car from losing control on slippery roads and during emergency lane changes, The lack of this configuration increases the risk of accidents by 30%, In 2025, this model had multiple accidents of "losing control and crashing into guardrails" on rainy days, It was found through testing that ESP was missing, and finally the car company was forced to recall 100,000 vehicles, and its brand image plummeted,

False power parameters: To attract consumers, some car companies deliberately falsify engine power or torque, A domestic SUV advertised that its "1,5T engine has a maximum power of 140kW", but the third-party actual test showed only 125kW, resulting in weak acceleration and difficulty climbing slopes, A car owner reported: "When carrying the whole family up a highway slope, the speed still couldn't increase even when stepping on the accelerator to the bottom, and the large truck behind kept honking, It was too dangerous!" This kind of "false power labeling" not only affects the driving experience but also 埋下 safety hazards in emergency scenarios such as overtaking and avoiding dangers,

Shoddy materials: If shoes use PU leather instead of genuine leather, it will at most affect the hand feel; but if cars use inferior steel instead of high-strength steel and recycled cotton instead of sound insulation cotton, it will ;www.jy.gov.cn.suc7mn.com; directly threaten safety and health, In 2025, a joint-venture sedan was exposed to "using plastic instead of steel for the door anti-collision beam", During the crash test, the door was directly deformed and intruded into the cab, and the safety score dropped from "five stars" to "two stars"; another car company used inferior sound insulation cotton, resulting in the formaldehyde content in the car exceeding the standard by 3 times, Many car owners experienced dizziness, coughing and other symptoms, and finally triggered a collective lawsuit,

These cases prove that "deceptive operations" for cars are by no means "trivial matters" but touch the "safety red line", Consumers have "zero tolerance" for car safety, and any fluke mentality will pay a heavy price,

(II) Trust Collapse: One Deception, Lifetime Blacklisting

Car consumption is a "long-term relationship", What consumers buy is not only a car but also long-term trust in the brand, Even if a shoe brand deceives consumers, it may be forgiven when launching a new style next time, However, once a car brand loses trust, consumers will "blacklist it for life" and even affect the car purchase decisions of people around them,

Data from a research institute in 2025 showed that among consumers who gave up a brand due to "being deceived" (reduced configuration, false advertising), 92% said they "would never consider the brand again", and 85% would "discourage relatives and friends from buying it", This kind of "negative word-of-mouth spread" is devastating ;www.jy.gov.cn.suc6kl.com; to car brands - car purchase decisions are highly dependent on "word-of-mouth", A single sentence from a relative or friend that "this brand is unreliable" may directly make consumers give up their choice,

In contrast, consumers have low brand loyalty in the shoe market, Even if a brand launches a style with "changed leather but unchanged core", it may still attract consumers to try when launching a new technology shoe next time, However, it takes 5-10 years for a car brand to build trust, but it only takes one "deceptive operation" to collapse, For example, after a luxury brand was exposed for "reducing the configuration of genuine leather seats to imitation leather", its sales declined for three consecutive years, Even though it launched high-configuration models later, consumers still had doubts: "Will they cut corners again this time?"

(III) Market Elimination: No Place to Hide Under Information Transparency

Today's automotive market is no longer an era of "information asymmetry", Consumers can easily obtain real configurations, power parameters, and quality feedback of models through third-party reviews, car owner forums, and short video platforms, The "leather and color changing" of shoe brands can deceive consumers because ordinary consumers can hardly distinguish the difference in upper materials; but the "deceptive operations" of cars have no place to hide under information transparency,

Third-party reviews "exposing fakes": Today's automotive review bloggers conduct "disassembly tests" on models, such as disassembling doors to check the material of anti-collision beams, using professional equipment ;www.jy.gov.cn.suc5ij.com; to test engine power, and comparing advertised configurations with actual vehicle configurations, A car company advertised that "the openable area of the panoramic sunroof is 1,2㎡", but the review blogger's actual test showed only 0,8㎡, The video received more than 5 million views, directly leading to a 40% reduction in orders for that model,

Car owner communities "avoiding pits": Car owner forums and car clubs have become important positions for "anti-deception", Before buying a car, consumers will ask in the community whether "the actual vehicle configuration is consistent with the advertisement" and "whether the power is falsely labeled", and existing car owners will give truthful feedback, A compact sedan was collectively complained about in the community because it "advertised wireless charging but the actual car had no such function", leading to a "pre-order cancellation rate" of 35% for that model,

Regulatory policies "showing swords": In recent years, the regulatory authorities have continuously increased the penalty for "deceptive operations" of cars, The "Measures for the Punishment of Automobile Consumption Fraud" implemented in 2025 stipulates that if a car company engages in "false advertising and reduced-configuration sales", it shall pay "three times the car price as compensation" to consumers and face a fine of up to 5 million yuan, A car company was fined 20 million yuan for "false power labeling", becoming a warning case in the industry,

Under the dual effects of information transparency and strict supervision, the "deceptive operations" of cars have long been unworkable, Only by "seeking truth from facts" can they gain a foothold in the market,

III, Consumers "Refuse to Be Suckers": Behind the Dual Awakening of Rationality and Demand

The simple consumer psychology of "no one wants to be a sucker" is behind the dual transformation of "rational cognition" and "demand awakening" of car consumers, Today's consumers are no longer "beginners" who "buy based on ;www.jy.gov.cn.sca5f.com; advertisements", but "smart decision-makers" who can clearly judge whether "value matches price", They refuse to pay for "superficial tricks" and are only willing to pay for "really useful" configurations and power,

(I) Rational Cognition: Calculating the "Value of Every Penny"

Cars have a high unit price and a long service life, so consumers will repeatedly "calculate accounts" before buying a car: Can the money spent buy the corresponding configuration and power? Is the long-term use cost reasonable? This "rational calculation" makes the "deceptive operation" lose its living space,

Taking the 150,000-yuan class SUV market as an example, consumers will carefully compare the "configuration list" of different models:

Safety configuration: Are there 6 airbags, ESP, automatic emergency braking, and tire pressure monitoring?

Comfort configuration: Are there leather seats, seat heating, automatic air conditioning, and rear air vents?

Intelligent configuration: Are there a central control screen of more than 10 inches, CarPlay/HiCar, reverse image, and cruise control?

Power parameters: What is the engine power and torque? What about the 100km acceleration time and comprehensive fuel consumption?

A survey shows that in 2025, 87% of consumers will "make a configuration comparison table" before buying a car, and 78% will "check third-party actual test data", If a car advertises "high configuration" but actually lacks key functions, consumers can see through it at a glance, For example, if a model advertises "equipped with L2-level assisted driving" but the comparison table shows only "cruise control" without "lane keeping" and "automatic emergency braking", consumers will directly exclude it from the candidate list,

In addition, consumers will also calculate the "long-term account": A car with reduced configuration seems to have a low price, but if additional configurations need to be installed later (such as 2,000 yuan for a reverse image ;www.jy.gov.cn.sca5c.com; and 5,000 yuan for ESP), the total cost will be higher; a car with insufficient power is fuel-consuming and dangerous when overtaking at high speed, and the long-term fuel cost will also increase, This kind of "careful calculation" makes cars with "deceptive reduced configuration" completely lose their appeal,

(II) Demand Awakening: From "Having a Car to Drive" to "Driving a Good Car"

With the improvement of income levels and the accumulation of car usage experience, consumers' car purchase demand has upgraded from "having a car to drive" to "driving a good car" - the core of this "good" is "practical configuration and sufficient power", No one wants to "spend money but buy a low-configuration car", and everyone hopes that their car is "more practical and powerful than others", This demand awakening makes the "deceptive operation" completely lose the market,

Configuration demand: "Practicality is king, no lack of key functions": In the past, consumers might accept "simple configuration of entry-level models", but today, even for models at the 100,000-yuan level, consumers require "no lack of basic configurations", In 2025, the "standard rate" of 100,000-yuan class SUVs has increased significantly: reverse image (98%), ESP (95%), USB charging port (100%), leather seats (80%), while the standard rate of these configurations was less than 50% five years ago, The entry-level SUV of a car company had sales only 1/3 of that of similar models because it "lacked a reverse image", Later, it urgently added this configuration, and sales recovered,

Power demand: "Not only sufficient, but also strong": Consumers' demand for power is no longer "as long as it can run", but "strong acceleration and confident overtaking", Taking the 1,5T engine as an example, five years ago, consumers could accept a "maximum power of 110kW", but now they require "at least 130kW", A domestic SUV has a maximum power of 145kW for its 1,5T engine and a 100km acceleration of 8,2 seconds, Even though its price is 5,000 yuan higher than that of similar models, its sales still remain at the top, Car owners feedback: "When overtaking, step on the accelerator, and the power comes immediately, I feel at ease,"

Behind this demand awakening is the deepening of consumers' cognition of "car value": cars are no longer "tools for face", but "partners to improve the quality of life", No one wants to find that there is no rear air vent in the car when the family needs a comfortable ride; no one wants to be in danger due to insufficient power when overtaking - these "real demands" make consumers firmly say "no" to "deceptive models",

IV, Higher Configuration and Stronger Power: How to Meet Consumers' "Hardcore Demands"?

The straightforward demand of "everyone wants their car to have higher configuration and stronger power than others" is actually consumers' pursuit of "real car value", To win the market, car companies cannot rely on "deception" but on "accurately meeting demands" - providing more practical configurations and stronger power at a reasonable price, making consumers feel "good value for money" rather than "being a sucker",

(I) Configuration: Rejecting "Stacking Useless Functions" and Focusing on "High-Frequency Practical Demands"

Consumers want "high configuration" not to pursue "the more functions the better", but to "have all the needed functions and be easy to use", If car companies blindly stack "unpopular configurations" (such as car refrigerators and rear small tables), they will increase costs and lead to the lack of core configurations; only by focusing on "high-frequency practical configurations" can they truly meet consumers' needs,

Taking the 120,000-yuan class family car as an example, consumers' "high-frequency configuration demands" focus on:

Safety category: 6 airbags, ESP, automatic emergency braking, tire pressure monitoring (safer for long-distance/rainy day driving);

Comfort category: Leather seats, seat heating (practical in winter), automatic air conditioning, rear air vents (more comfortable for family rides);

Intelligent category: 10,25-inch central control screen, CarPlay/HiCar, reverse image + radar (more convenient for daily commuting),

A car company accurately grasped these demands and standard-equipped the above configurations on its 120,000-yuan class car, only canceling low-frequency configurations such as "car refrigerators" and "rear entertainment screens", Finally, the sales of this model reached 85,000 units in the first half of 2025, and 75% of consumers said that "the configuration just meets the needs without unnecessary waste",

In contrast, a competing model, although advertising "rich configuration", is standard-equipped with a "rear entertainment screen" but lacks "automatic emergency braking" and "seat heating", and its sales are only half of the former, Consumers feedback: "Children rarely use the rear entertainment screen, it's too uncomfortable without seat heating in winter, and there's no key automatic emergency braking, I feel like I spent money in vain,"

This shows that the core of "high configuration" is "accurately matching demands" rather than "stacking functions", Car companies need to identify consumers' "high-frequency demands" through user research and big data analysis, and use costs on "the key points" to make consumers feel that "the configuration is higher than others",

(II) Power: Rejecting "False Parameter Labeling" and Pursuing "Actual Experience"

Consumers want "stronger power" not to pursue "the faster the 100km acceleration the better", but to "have strong power for daily driving and confidence in emergency scenarios", If car companies attract consumers by "falsely labeling power parameters", they will eventually be exposed; only by upgrading technology to improve the "actual experience" of power can they win recognition,

A domestic car company adopted "turbocharging + direct injection" technology on its 1,5T engine, with a maximum power of 140kW and a peak torque of 280N·m, The third-party actual test showed a 100km acceleration of 8,3 seconds and a comprehensive fuel consumption of 7,2L/100km, achieving "strong power and fuel economy", This engine was installed on an SUV model, and its sales reached 102,000 units in the first half of 2025, Car owners feedback: "The acceleration is brisk during urban commuting, the power is strong when overtaking at high speed, and the fuel consumption is not high, It's much more powerful than similar joint-venture cars,"

To ensure the "actual experience" of power, car companies also need to optimize transmission tuning: a 7-speed wet dual-clutch transmission equipped on a model has no jerking feeling when driving at low speed and shifts quickly when driving at high speed by adjusting the shifting logic, Car owners feedback: "It's smoother to drive than my friend's AT transmission model, and the power connection is very smooth,"

In addition, car companies also need to "truthfully label power parameters" and disclose third-party actual test data, A car company disclosed "actual test data of engine power, torque" and "actual test results of 100km acceleration and fuel consumption" on its official website, which consumers can query at any time, This "transparency" won trust, and the "cancellation rate" of this model was only 3%, far lower than the industry average of 10%,

(III) Case Study: Market Success of Three "Non-Deceptive" Models

In the 100,000-150,000-yuan market, Haval H6, Changan CS75 PLUS, and Geely Boyue L have become "national iconic cars" mainly because they "reject deception and meet consumers' demands for high configuration and strong power":

Haval H6: The mid-range model is standard-equipped with 6 airbags, ESP, reverse image, cruise control, and leather seats, The 1,5T engine has a maximum power of 135kW and a peak torque of 275N·m, with a comprehensive fuel consumption of 7,3L/100km, fully meeting the "practical needs" of family users, Its sales reached 182,000 units in the first half of 2025,

Changan CS75 PLUS: The mid-range model is standard-equipped with L2-level assisted driving (ACC+LKA+AEB), 12,8-inch central control screen, and leather sports seats, The 1,5T engine has a maximum power of 138kW and a peak torque of 300N·m, with a 100km acceleration of 8,6 seconds, meeting the "intelligence + power" demands of young consumers, Its sales reached 155,000 units in the first half of 2025,

Geely Boyue L: The mid-range model is standard-equipped with seat heating, 540° panoramic image, active noise reduction, and L2-level assisted driving, The 1,5T engine has a maximum power of 133kW and a peak torque of 290N·m, with a comprehensive fuel consumption of 7,5L/100km, meeting the "comfort + safety" demands of family users, Its sales reached 113,000 units in the first half of 2025,

These three models did not "deceive consumers by changing leather or color", but won the market with "real configurations and reliable power", proving that "seeking truth from facts" is the "winning way" in the automotive consumer market,

V, Breaking the Dilemma for Car Companies: Saying Goodbye to "Deceptive Thinking" and Returning to "Value Essence"

Facing consumers' demands of "refusing to be suckers and pursuing high configuration and strong power", car companies can only gain a foothold in the market competition by completely saying goodbye to the "deceptive thinking of shoe brands" and returning to the value essence of cars - "safety, practicality, and reliability",

(I) Integrity First: Eliminating "False Advertising and Reduced Configuration"

Integrity is the "lifeline" of car brands, Car companies need to ensure that "advertisements are consistent with actual vehicles" and eliminate any "deceptive operations":

Configuration transparency: Clearly mark the "detailed functions of each configuration model" on the official website and promotional brochures, and do not use vague expressions such as "high configuration" and "rich configuration"; when delivering actual vehicles, ensure that the configuration is completely consistent with the advertisement, and do not engage in "reduced configuration without price reduction",

Parameter authenticity: Disclose the "third-party actual test data" of engine power, torque, 100km acceleration, fuel consumption and other parameters, and do not engage in "false labeling"; if parameters need to be adjusted due to technical reasons, promptly inform consumers and provide reasonable compensation,

Material transparency: Disclose information such as body steel strength, sound insulation cotton material, and airbag brand, and accept supervision from consumers and the media; do not use inferior materials instead of high-quality materials to ensure vehicle safety and health,

After a car company implemented the "integrity commitment", it made all "configuration lists, actual test data, and material information" public, Although it increased R&D and testing costs in the short term, in the long run, the brand's "complaint rate" decreased by 60% and the "repurchase rate" increased by 35%, proving that integrity can bring long-term benefits,

(II) Technology-Driven: Meeting the Demand for "High Configuration and Strong Power" with Strength

Consumers' demand for "high configuration and strong power" must ultimately be met by technology, Car companies need to increase R&D investment and continuously make breakthroughs in "configuration practicality" and "power performance":

Configuration technology upgrade: Develop more practical intelligent configurations, such as "full-domain L2+-level assisted driving" (supporting automatic car following on urban roads), "intelligent cockpit interaction system" (voice recognition rate above 98%), and "panoramic image + transparent chassis" (eliminating blind spots), making configurations truly "easy to use and useful",

Power technology optimization: Develop more efficient engines and transmissions, such as "hybrid systems" (comprehensive fuel consumption as low as 4L/100km), "8AT transmissions" (smooth and durable shifting), and "high-power motors" (100km acceleration within 6 seconds for pure electric models), finding a balance between "strong power" and "low fuel consumption",

A car company invests 15% of its revenue in R&D every year, and the launched "hybrid system" achieves "100km acceleration of 7,5 seconds and comprehensive fuel consumption of 4,2L/100km", The sales of models equipped with this system reached 120,000 units in 2025, proving that technology can be directly converted into market competitiveness,

(III) User Co-Creation: Involving Consumers in "Product Definition"

To accurately meet consumers' demands, car companies need to break the "closed-door car manufacturing" and involve consumers in "product definition" to clarify "which configurations need to be retained and which power parameters are more practical":

Demand research: Collect consumers' demands for configuration and power through online questionnaires, offline interviews, user communities, such as "whether seat heating is needed" and "what the 100km acceleration time is expected to be",

Configuration voting: Let potential consumers vote on the configuration plan of new models, such as "whether L2-level assisted driving is standard for mid-range models" and "whether wireless charging function needs to be added",

Test drive feedback: Invite consumers to participate in "prototype test drives", collect feedback on power smoothness and configuration practicality, and optimize products based on feedback,

A car company determined the configuration and power of a new model through "user co-creation", Finally, the "user satisfaction" of this model reached 92 points, far higher than the industry average of 80 points, and sales exceeded expectations by 30%, This "user participation" model can not only meet consumers' demands but also enhance consumers' "sense of belonging",

VI, Conclusion: No Deception Is Tolerated in Car Consumption

Shoes can deceive players by changing leather or color because they are "fast-moving consumer goods + personalized carriers"; but as "large-scale consumer goods + safety tools", cars cannot tolerate any deception, Consumers do not want to be suckers because they invest "real money and family trust"; consumers want to have cars with high configuration and strong power because they pursue "safe, comfortable, and reliable car life",

Today's automotive market is no longer a "stage for deceivers" but a "arena for pragmatists", Car companies that try to muddle through with "superficial efforts" will eventually be eliminated by information transparency and regulatory policies; while those that adhere to integrity and meet consumers' demands with technology can win the market and reputation,

For consumers, they should remain rational when buying a car, carefully compare configurations, check actual test data, refer to car owners' feedback, and not be confused by "superficial tricks of changing leather or color"; for car companies, they should completely say goodbye to "deceptive thinking", return to the value essence of cars, and create "cars that are reassuring to buy and comfortable to drive" for consumers with real configurations, reliable power, and honest attitudes,

Only in this way can the automotive consumer market form a virtuous cycle of "consumers benefit and car companies progress", allowing every consumer to buy a car with "sufficient configuration and strong power", and truly say goodbye to the fate of being a "sucker",