直击车展|对话比亚迪李云飞：智驾宣传收紧对行业发展是好事，高端品牌打造不是一蹴而就

新浪科技2025-04-25

新浪科技讯 4月25日下午消息，2025上海车展期间，比亚迪集团品牌及公关处总经理李云飞与新浪科技在内的媒体对话，谈及了比亚迪在智驾、出海、高端化等方面的布局。　　谈智驾：宣传收紧对行业发展是好事　　近日，工信部发文称，要求汽车生产企业明确系统功能边界和安全响应措施，禁止夸大和虚假宣传，这被外界解读为收紧智驾相关的宣传。李云飞认为，长远来看这对行业发展是好事。　　他举例，此前电动车一旦有极端...

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4月25日下午消息，2025上海车展期间，比亚迪集团品牌及公关处总经理李云飞与新浪科技在内的媒体对话，谈及了比亚迪在智驾、出海、高端化等方面的布局。\n　　谈智驾：宣传收紧对行业发展是好事\n　　近日，工信部发文称，要求汽车生产企业明确系统功能边界和安全响应措施，禁止夸大和虚假宣传，这被外界解读为收紧智驾相关的宣传。李云飞认为，长远来看这对行业发展是好事。\n　　他举例，此前电动车一旦有极端事件，消费者会认为是电动车不安全；而近期一些车企出现智驾安全事故，也会让外界认为是智能车存在问题。尤其是行业存在一些导向不好的智驾宣传，也是对消费者的不负责任。因此有关部门对智驾宣传的指导和规范，对于提升安全意识、推动智能化健康发展是好事。“最近智驾也不是冷下来了，只是阶段性的，大家要再夯实一下。”\n　　他认为，比亚迪在智驾方面最大的优势是数据，搭载L2及以上车辆已超440万辆，这些数据是最宝贵的财富。比亚迪还拥有5000多名智驾工程师，这些能够保证比亚迪的智驾水平是靠谱的、领先的，技术是好的；另外，比亚迪还拥有全球最大的新能源汽车产销规模，能够保证价格是亲民的。\n　　李云飞认为，与营销相比，产品永远是第一位的。不要营销过度，不能夸大宣传。营销可能占到20%-30%的因素，而产品和技术是最核心的。“营销可以学，但技术是学不来的。”他说。\n　　谈出海：今年海外销量目标80万辆\n　　对于海外市场的政策环境问题，他提到，美国关税政策对中国绝大多数的汽车品牌，直接影响不大；至于欧洲市场，目前中欧电动车的谈判更加顺畅，政策在向好的方向发展。\n　　他认为，从中长期来看，比亚迪还是要考虑在海外建厂。要真正走进一个市场，就要在当地解决就业，税收产值包括当地的供应链，对当地整个产业有一些推动。比亚迪的海外工厂正在按照计划推进。\n　　在欧洲市场，李云飞表示，比亚迪将从混动和纯电两个产品线推进，把国内市场的一些“尖子生”车型向海外输送。车型方面，去年比亚迪在海外只有四款车，今年会增加两款车型；渠道方面，比亚迪在欧洲拥有几百家店，30多个经销商集团，门店会越来越多。\n　　在品牌方面，他认为，海外品牌推广和认知力还需要一个过程。比亚迪2022-2024年，海外销量从24.28万升至41.72万辆，今年海外销量会在80万辆左右。\n　　谈高端化：不是一蹴而就，需要时间沉淀\n　　李云飞提到，除了出海，品牌多样化和高端化，比亚迪今年和明年要重点投入。\n　　他举例，腾势品牌此前月销在8000-1万台量级，方程豹在5000台量级。今年比亚迪会给腾势和方程豹更多的产品投入，相信从四五月份开始，两个高端品牌的销量会上一个很大的台阶。\n　　另外，比亚迪还将加大腾势和方程豹在品牌上的投入，相信在2025和2026年，两个高端品牌会在品牌知名度会上有快速的提升。\n　　而除了腾势和方程豹，比亚迪还有一个超豪华品牌仰望。李云飞表示，仰望汽车的用户群非常高端，包括中型企业的企业家、知名人士等。4月21日，仰望汽车宣布累计销量突破1万辆。“从这两年超豪华品牌和高端品牌的趋势来看，目前这个销量还是可以的。”\n　　他同时指出，高端品牌的打造化绝对不是一蹴而就的，需要时间沉淀。所以对于腾势、方程豹和仰望，比亚迪有足够的耐心，也会持续稳健的经营这些品牌，厚积后发，持续发力。比亚迪的思路是先通过云辇、易四方等极致技术让用户对这些品牌有印象，后续除了技术之外，在品牌方面，服务方面也会扎扎实实去做。（张俊）\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：凌辰","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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