The sudden resignation of senior management is, by nature, a PR crisis. It shares commonalities with other crises such as personnel changes, quality issues, or other emergencies. The result is damage to the good example painstakingly established beforehand. If handled improperly, consumers may feel indifferent or even find other similar products more appealing due to feelings of aversion. In this regard, Lee Kaifu did not avoid the issue like many other executives who turn off their phones and refuse interviews. In fact, after his resignation, he has become a media darling, which in itself is a sophisticated form of public relations. Google is merely a search engine provider; what does it have to do with automotive PR?