Luxeed Sparks Controversy by Hiring Ex-Ferrari Designer, Raising Concerns Over Industry Cutthroat Competition

On June 4, 2024, Zhao Changjiang, Executive Vice President of Zhiji Auto, announced on social media that the company had recruited Ferrari’s former chief designer, sparking widespread attention. Over the following month, the news continued to stir debate within the automotive industry and online public opinion, drawing persistent skepticism. On July 9, Zhao posted a photo with designer Werner Gruber, confirming his appointment. Public records show that Gruber previously served as Ferrari’s Senior Chief Exterior Designer and contributed to the design of models such as the LaFerrari, FXX-K, and Portofino—but he never held the title of “Chief Designer” at Ferrari. What should have been a routine business move turned into a public controversy, reflecting the evolving competitive landscape in China’s auto industry. In recent years, some automakers’ executives have frequently disparaged rivals in public, used aggressive language during product launches, engaged in social media spats, and even deployed AI-generated smear campaigns—contributing to an increasingly tense industry atmosphere. In January 2024, China Central Television’s (CCTV) flagship program “Focus Talk” aired a special report on such cutthroat competition, noting that it not only misleads consumers but also hinders high-quality industrial development. Meanwhile, multiple incidents of misinformation have been traced back to malicious PR operations within the industry. For instance, rumors claiming that “eight automakers were summoned over OTA battery capacity restrictions” were later debunked by the China Association of Automobile Manufacturers as false. At the same time, Chinese brands have seen their market share steadily rise—reaching 71% from January to May 2024, and hitting 73.8% in May alone. In the first half of 2024, China’s auto exports surpassed 5 million vehicles for the first time, totaling 5.096 million units. On June 11, 2024, China’s Ministry of Industry and Information Technology (MIIT) and the State Administration for Market Regulation jointly summoned automakers suspected of engaging in irrational competition, stressing the need to comply with laws and regulations and uphold a healthy market order. Regulators pledged to intensify efforts against destructive, hyper-competitive practices. However, industry consensus holds that true competitiveness ultimately rests on product quality, technological strength, and service excellence. Data shows that China’s auto sales reached 28.879 million units in 2017 and are projected to hit 34.4 million units by 2025. Historically, this growth has always been driven by products and market fundamentals—not by public attacks. Today, China’s auto industry has already established advantages in areas such as power batteries, intelligent chips, and in-vehicle large AI models. The next step is to shift from price-based competition to value-driven competition, winning global markets through technology and quality.