Last week he had dinner with a head of an autonomous brand market department, and he showed me an internal clearance: a regional new car launch, 480,000 on the premises, 320,000 on the media, 180,000 on kol, 180,000 on the air, and $2. 97 million on travel and materials. He laughed: “this is the number that has been cut twice, and last year it was 4. 2 million for the same type of activity.”
This is not an example. In 2024, the average cost of a single-line launch of a national mainstream car company was between 2 million and 5 million districts, and the size of a new flag vehicle in the head could even reach over 8 million. Where's the money? Open it and see it better。
Sites and constructions account for the bulk of the effort, usually at 35-45 per cent. The first-line city, five-star hotel hall, is rented at $8150,000 per day, and if it is built outdoors, the light acoustics plus led billiards cost $1200-2000, and a 500-square-metre main venue is approaching millions。
Media and kol offers are the second hard cost. According to industry practice, the standard for head-motive media travel is approximately $5,000-$8,000 per person, with the vertical field kol going from 30,000 to 200,000. A 300-person event, which easily exceeded 800,000。
Live and online distribution is under the horizon. The multi-space pilot team has a daily fee of 50,000 to 80 thousand, and the platform's roll-out resources are not included. Funny thing is, is the electric car really cheaper than the gas truck? Talk about a similar account in the neglected accounts in the automobile industry — the logic of the roi measurement of marketing inputs, as well as the user-end calculation of the cost of the car, can easily be biasd over surface numbers。
How do you control it? A few tricks。
There is also a hidden cost that can easily be ignored: transmission decline after the end of the activity. If there is no continuing content succession, the actual effective 3 million budget can reach a cycle of 72 hours. As a result, more and more cars have set aside 15-20 per cent of their budget for the launch as long-tailed transmission kits for short video slices and community proliferation for the next two weeks。
The official concluded by saying that they were planning to keep the single launch within 1. 8 million next year, saving money for user operations and terminal pilots. After all, the car was sold, not released。
