Another Chinese automaker has taken a strong stance against online “water armies” and black PR operations. On September 12, the legal affairs department of Roewe Feifan Auto announced via its official Weibo account that it is publicly soliciting evidence and leads regarding malicious online campaigns targeting the company and its brands. Informants could receive rewards of up to RMB 5 million (≈ USD 700,000).
According to the statement, Roewe Feifan is seeking information on self-media accounts, marketing accounts, and MCN institutions suspected of fabricating or spreading false information, as well as evidence such as chat logs, audio and video files, emails, contracts, and bank transfers linked to malicious defamation or smear campaigns. Verified leads that are legally obtained and adopted by judicial authorities will be rewarded between RMB 10,000 and RMB 5 million, depending on their value and impact. The company also pledged strict confidentiality to protect whistleblowers.
Part of a Wider Trend in China’s Auto Industry
Roewe Feifan is not the first automaker to launch such a high-value bounty. Since early 2025, companies including BYD, NIO, HarmonyOS Smart Mobility (Huawei’s auto ecosystem), Zeekr, Seres, Changan, and Deepal have all announced million-yuan reward programs to combat organized online defamation. Industry observers note that these “bounty campaigns” are designed both to deter malicious actors and to highlight the intensity of competition in China’s auto market, where brands are increasingly calling for a fairer, cleaner online environment.
Background on Feifan’s Legal Push
To safeguard its rights and align with the Cyberspace Administration of China’s “Clean Internet” initiative, Roewe Feifan launched its official legal affairs Weibo account on July 29. At that time, it reported discovering large volumes of organized disinformation online, including fabricated claims about product defects and service disputes targeting its Roewe and MG brands, which it said seriously damaged its reputation and disrupted market order.
Government Crackdown and Industry Response
This announcement comes just two days after six Chinese government departments—including the Ministry of Industry and Information Technology (MIIT), Cyberspace Administration of China, and the National Development and Reform Commission—jointly issued a notice to launch a three-month nationwide campaign against disinformation and online misconduct in the auto sector.
Following the government’s move, automakers including HarmonyOS Smart Mobility, Li Auto, NIO, XPeng, and Zeekr also issued legal statements. Zeekr revealed that since the presale launch of its Zeekr 9X on August 29, it had identified more than 230 networked accounts posting coordinated smear content, such as fabricated claims about the car’s interior and false reports of canceled orders. Zeekr said many of these accounts were linked to MCN organizations in central provinces, ranging from media companies to apparel shops and service firms. The company has preserved evidence and submitted lawsuits to judicial authorities, vowing to hold those responsible accountable under the law.
