Exposing the Myth of ‘10,000 Pre-Orders’: Are Car Makers Faking Data Under Industry Pressure?

In the relentless race for market attention, some brands seem willing to sacrifice the very foundation of credibility.

Recently, automotive blogger Wu Pei revealed on social media that certain advertising agencies are preparing “over 10,000 pre-orders” campaigns months before a new car is even launched. While he didn’t name names, the practice blatantly violates the principles of industry integrity, fair competition, and possibly even China’s Advertising Law.

The Rise of the Inflated Numbers

Since last year, the pace of new car launches—especially in the hotly contested EV segment—has accelerated dramatically. Within mere days of opening reservations, many brands proudly announce dazzling pre-order figures, sometimes boasting about “over 10,000” deposits locked in.

For a long time, these claims went unquestioned. With moral and legal constraints in place, why would a brand risk its reputation for false publicity? Yet it seems that, while many automakers might not actively fabricate the numbers themselves, they sometimes turn a blind eye to agencies manufacturing an illusion of instant success.

Having attended numerous media roundtables with industry heavyweights such as Li Bin, Qin Lihong, and He Xiaopeng, I’ve noticed that when asked about order figures, they tread carefully. Before releasing any numbers, they’re quick to emphasize:

“We will not publish unaudited data.”

Still, the “over 10,000 pre-orders” myth persists—and to the surprise of many—it’s often well-received by both executives and prospective buyers.

Why Fake Numbers Work

From mainstream models under 300,000 RMB to luxury EVs above that range, exaggerated pre-order claims are everywhere. According to EVTalk, this trend reflects a deeper insecurity—brands uncertain about their products resort to creating a “hit product” atmosphere.

Psychologically, it works. High figures trigger a herd mentality among consumers: If everyone’s buying it, I must be making the right choice. It’s the same principle behind “bestseller” tags and “most popular” rankings.

What’s more, inflating pre-order numbers is a low-cost, high-reward tactic for agencies. The “small deposit” for a pre-order is usually a small, refundable amount—more a measure of consumer interest than a guarantee of purchase. The real indicators of market success are “large deposits” and confirmed delivery numbers.

In the eyes of these agencies, tweaking small deposit numbers carries little risk, but can generate enough buzz to push more people toward placing a large deposit—turning hype into actual sales.

Not the First Dirty Trick in the Car Market

This isn’t the only questionable tactic we’ve seen in China’s highly competitive auto industry.

• The Price War:
  In recent years, fierce price-cutting battles have benefited consumers, but at a heavy cost to manufacturers. According to the 2024 China Automotive Circulation Industry Annual Report, price wars led to a staggering 177.6 billion RMB in cumulative retail losses in just 11 months last year.
• “Zero-Kilometer” Used Cars:
  In May, Great Wall Motor’s chairman, Wei Jianjun, slammed the practice of registering brand-new cars as used vehicles to artificially boost sales numbers. While these cars are sold cheaper, they strip buyers of new-owner benefits and distort both new and used car markets.
• Organized Smear Campaigns:
  In August, Li Auto reported that over 40 identical “negative review” posts targeting its customers appeared on a single platform—suggesting paid attacks rather than organic criticism.

Industry Leaders Call for ‘Anti-Overcompetition’

Prominent figures including Li Shufu (Geely), Zeng Qinghong (GAC), Yin Tongyue (Chery), and Zhu Huarong (Changan) have spoken against vicious competition and unethical business practices.

As EVTalk sees it, these issues are symptoms of extreme industry “involution” (over-competition). The real cure? Shift focus away from price wars and marketing gimmicks, and toward a value war—investing in technology, innovation, and genuine product competitiveness.

The Road Ahead

Regulators are already cracking down on industry misconduct, from exaggerated autonomous driving claims to deceptive pricing. But in such a crowded and cutthroat market, not every brand can be a winner.

For “latecomer” brands with no clear edge, resorting to dubious tactics may seem tempting—but it’s a dangerous game. Today’s consumers are far more rational and far less forgiving. If a brand can’t shift its focus to building real value, it may not even need competitors to bring it down—its own missteps will do the job.