Changan’s New Energy Vehicle (NEV) brand, Deepal, has recently come under fire following a controversial advertising campaign that left nearly half a million vehicle owners outraged.
In an incident that many are calling a “Black Mirror moment,” Deepal pushed unskippable five-second promotional ads directly to users’ infotainment screens upon vehicle startup—without any prior notice or consent.
The ad offered a 10,000 yuan (around $1,400 USD) discount coupon for Deepal’s S09 model, but the delivery method overshadowed the intended benefit.
Unwanted Advertising Stirs Public Backlash
The incident affected roughly 480,000 vehicles, catching drivers completely off guard. The unexpected ads, which appeared as soon as the engine was turned on, sparked immediate outrage on Chinese social media platforms.
For many users, the car’s infotainment screen is considered personal space—an extension of their privacy and driving comfort.
Deepal Issues Apology, CEO Takes Responsibility
In response to the backlash, Deepal issued a formal apology, acknowledging that the promotional push had “disrupted our customers’ driving experience.”
The company claimed the goal was to make more users aware of a special discount offer that many had not taken advantage of. However, they admitted the approach was flawed.
Deepal CEO Deng Chenghao also issued a personal statement, taking full responsibility. “After speaking with many customers, I realized a large portion were unaware of the discount. I made the decision to increase awareness through this method. This was my mistake, and I sincerely apologize,” he said.
A Commitment to Ethical Communication
Following the incident, Deepal announced a major change in policy: the company will no longer use infotainment systems for unsolicited advertisements. They have pledged to enhance communication channels in more respectful and non-intrusive ways.
The controversy serves as a wake-up call for the automotive industry. As vehicles become more connected, maintaining customer trust, consent, and privacy is more crucial than ever.
For NEV brands like Deepal, balancing marketing strategies with ethical standards may be the key to long-term success in an increasingly competitive market.