Freedom of expression is still not fashionable in China where several influencers have been convicted in court for criticizing an electric car manufacturer.
Having criticized Nio on social networks will cost two influencers who are particularly active on the Douyin platform (TikTok in China) dearly. As reported by the media Cnevpost on November 14, the courts ruled in the wrong against the two influencers who today find themselves heavily sanctioned for disseminating false information damaging to the reputation of the Chinese manufacturer.
In China, car manufacturers do not joke about their reputation, it has almost become a question of survival for them as the electric car market has become so competitive. Companies therefore do not hesitate to pursue the authors of videos that can harm them and to try by all means to discourage others from doing the same.
From €38,000 to €77,000 in damages for Nio
In the case between the influencer Cheshiji and the Chinese manufacturer Nio, the court has just confirmed the decision taken at first instance by judging the author of the videos guilty. He ordered the videographer to publicly apologize to Nio for thirty consecutive days (probably with a pinned post) and to pay financial damages of around 300,000 RMB – or approximately 38,700 euros – due to the economic damage caused. Originally, the manufacturer’s lawyer had requested the equivalent of €258,000 (2 million RMB) in damages, Cheshiji didn’t fare so badly.
It must be said that at the material time, the Cheshiji account had more than 6.5 million subscribers on the Douyin platform. The videos affected by the ruling alone reached more than a million shares, comments and likes, causing irreparable damage to Nio’s reputation, according to the company.
Cheshiji is apparently not the worst off. Gu Yubo was also sued by Nio around the same time. The court ruled that the author of the videos deliberately distorted and fabricated information that damaged the reputation of the Chinese automaker. He was sentenced at first instance to 90 consecutive days of public apology and €77,000 in damages (600,000 RMB), a sanction twice as high as the other influencer.
Last August, Gu Yubo had already attracted attention for being refused delivery of the car he had ordered. Despite the ongoing legal proceedings, the influencer still purchased a new Nio ES6. The brand’s refusal to deliver the vehicle led to a new round of crude videos.
Nio wants to discourage those who would like to denigrate the brand
The method isn’t very classy, but it should prove quite effective in deterring people from sharing their dissatisfaction with the brand on social media.
By publishing its legal victories, Nio confirms its intention to actively defend its interests against other similar violations, employing all legal means at its disposal to protect its reputation.
Nio clarified that the objective was not to enrich itself in these procedures. The brand indicated that it would donate the compensation received to charitable causes, particularly in the areas of education and care for the elderly.
Tesla also wins its case against an influencer
Following a highly publicized fatal accident in China, an influencer posted a video on Douyin indicating that a malfunction in Tesla’s Model Y was the cause. Tesla then sued the creator of the content and the court ruled in favor of the American manufacturer, since no evidence could prove that the Tesla Model Y was at fault.
According to Insideevs, the author of the video was ordered to pay Tesla 30,000 RMB – or around 3,800 euros – and a public apology. Moral of the story, it is better to turn your tongue 7 times before publishing a video accusing a car manufacturer on Douyin/Tiktok in China.
Our Watt Else newsletter on electric mobility offers you a deep dive into the world of electric cars every Thursday. Don’t miss it, subscribe now.
Do you want to know everything about the mobility of tomorrow, from electric cars to e-bikes? Subscribe now to our Watt Else newsletter!