On September 17, 2025, automotive blogger "Painfree and Pleasant" penned an article lashing out at the "firm reservation" model. Once a pivotal metric in the automotive industry, this model has now devolved into a mere marketing ploy for automakers, earning it the sarcastic moniker of "the auto market's most ingenious invention of the past two years."

Originally, the "firm reservation" system served as a mutually beneficial arrangement. Automakers used it to secure potential customers and fine-tune production plans. In return, customers paid a deposit to reserve their right to purchase a vehicle and enjoy associated benefits. Automakers would then produce vehicles based on these confirmed orders, ensuring a more efficient and customer-centric production process.

However, the model has since strayed far from its original purpose, morphing into a "data game" where automakers fabricate the illusion of booming sales. Some automakers have taken to exaggerating their order figures to absurd levels, boasting of receiving over 10,000 orders within just 24 hours or even within a mere 7 minutes. Others have gone as far as to claim staggering numbers exceeding 50,000 or even 100,000 orders.

During the lag between "firm reservation" and actual delivery, automakers have ample time to orchestrate their marketing strategies. They flood social media and promotional materials with an avalanche of vehicle pickup photos, aiming to stoke customers' purchasing impulses. The blogger didn't mince words, stating that today's "firm reservation" system is a masterclass in "marketing psychology" and "cognitive warfare," a relentless manipulation of the audience's perceptions and desires.