Chinese Automakers Face Legal Battles Over Marketing and Criticism
Chinese automotive companies are increasingly resorting to legal action against influencers and bloggers who publish negative reviews or challenge their marketing claims. This trend reflects a growing assertiveness by Chinese automakers to protect their brand reputation and combat perceived defamation, even as they expand into international markets. These cases raise questions about freedom of speech and the boundaries of fair criticism in the automotive industry.
Legal Action Against Influencers
Several recent cases highlight this trend. In February 2026, JAC Motors won a first-instance judgment against a blogger, known as Fraccino, who criticized the marketing of the Maextro S800, a luxury sedan developed in collaboration with Huawei. The court ruled that Fraccino’s claims about manipulated testing were fabricated and damaging to the company’s reputation, ordering him to publicly apologize and pay approximately 1,040,000 CZK (300,000 yuan) in compensation.
The Maextro S800, positioned as a competitor to Rolls-Royce and Mercedes-Maybach, had been promoted with videos demonstrating its advanced chassis capabilities, including “crab walking” and superior ride comfort. Fraccino countered with a video alleging that the tests were designed to favor the S800 and discredit the Maybach S-Class. This dispute is part of a broader pattern of legal challenges by automakers within the HIMA alliance – including Aito, Luxeed, Stelato and SAIC – against critical voices.
Other Notable Cases
The Maextro case is not isolated. Avatr, another Chinese automaker, filed a lawsuit against a blogger who questioned the accuracy of its claims regarding the aerodynamics of the Model 12, seeking 33 million CZK (10 million yuan) in compensation and a public apology. A verdict in this case is still pending.
Xiaomi, a modern entrant into the electric vehicle market, also took legal action against an influencer named Gao. Gao posted a video showing a simulated collision between the Xiaomi SU7 and a Zeekr 007, claiming the Xiaomi car’s emergency call system failed and the battery sustained serious damage. Investigations revealed that Gao had deliberately disconnected the auxiliary battery cable, disabling safety systems and manipulating the test results. Gao was detained in November 2024 and formally charged with defamation in September 2025, with the trial ongoing in February 2026, potentially leading to both financial penalties and imprisonment.
Even Li Auto, maker of the Li Mega MPV, pursued legal action after detractors used AI and photomontage to spread images portraying the vehicle as a hearse, negatively impacting sales and stock prices. The company reportedly spent tens of millions of yuan monthly to combat “Internet trolls” and filed lawsuits against several bloggers supporting rival brands.
Broader Trend of Legal Action
According to CarNewsChina, courts have ordered individuals to delete defamatory content, issue public apologies, and pay compensation of up to 2 million yuan in cases involving BYD, Great Wall Motor, and Xpeng. Great Wall Motor even sued 37 different influencers. In January 2026, a court ruled that a blogger who published misleading claims about the fuel consumption of the Denza B5 SUV must pay 2 million yuan in damages to BYD.
Implications and Concerns
These legal battles raise concerns about the balance between protecting brand reputation and safeguarding freedom of speech. Although automakers have a legitimate right to defend themselves against false or manipulative claims, critics argue that such lawsuits could stifle legitimate criticism and discourage independent reporting. The increasing willingness of Chinese automakers to pursue legal action signals a more aggressive approach to managing their public image, particularly as they expand their presence in international markets.
As Chinese automakers continue to grow and compete globally, these legal disputes are likely to continue, shaping the landscape of automotive journalism and online discourse.