(Changes CT4 in paragraph 3 to car)
By Yilei Sun and Norihiko Shirouzu
BEIJING, March 27 (Reuters) – China’s auto industry has gone from zero to sixty in its post-pandemic campaign drive, with manufacturers and dealers quick to woo back lockdown-weary consumers through campaigns as unusual as a makeup-promoting personality touting car leasing.
Social media celebrity Lipstick King urged millions of fans on a live-streamed shopping show to sign up to a lease deal for General Motors Co’s Cadillac CT4 compact sedan.
“This colour has the sense of ‘I’m in charge’ independence,” he said, displaying a scale model of a chocolate-coloured car.
The plug is just one part of an eruption of promotional campaigns featuring steep discounts, cold-calling and gimmicks, from an industry obliterated by government restrictions on movement imposed in January to curb the spread of a virus which in China has infected 81,000 people and caused 3,300 deaths.