营销翻车，小米汽车道歉

Ofweek维科网2025-05-09

小米汽车再陷舆论危机。这次是因为小米SU7 Ultra 的碳纤维双风道前舱盖。这个售价 4.2 万元的选装配置，因宣传与实际功能的巨大落差，将小米汽车推上舆论风口浪尖。01事件经过2025年2月，小米SU7 Ultra发布，即便起售价高达52.99万，但是凭借雷军超神的营销，还是获得不小的热度和订单量。尤其是非常酷且非常有辨识度的碳纤维双风道前舱盖版本。彼时，小米汽车的说法是“碳纤维双风道前舱盖...

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日，小米汽车给出了官方回应，承认“信息表达不够清晰”：“碳纤维双风道前舱盖，在满足复刻外造型的需求之外，还提供了部分气流导出和辅助前舱散热功能。”同时给出了补偿方案：1、对于未交付的订单，将提供限时改配服务，可以改回铝制前舱盖。2、对于已提车和在本次限时改配结束前选配碳纤维双风道前舱盖（截至5月10日23:59:59前）的锁单用户，将赠送2万积分以表诚意。同时，小米汽车表示“最近在各个赛道刷圈都是用的SU7 Ultra 碳纤维双风道前舱盖版本”，以示产品性能。不过，从目前用户反馈来看，有肯定，但更多的是质疑和不满，尤其是已经提车和锁单用户。观点其实大致有这么几类：1、正面肯定：部分用户认可小米面对问题时及时且准确回复、听劝有担当的态度，认为这种解决问题的方式值得信赖，期待小米发展更好。2. 质疑虚假宣传：有用户指出官方曾宣传量产车和原型车通风结构一致，现在却称量产车挖孔只有装饰作用，质疑这是虚假宣传。3、改配影响交付：改配会以改配成功时间为起点重新安排生产计划和计算预计交付时间，有用户因改配导致提车时间大幅延长，对此感到不满。4、不满补偿方案：部分用户认为赠送的2万积分价值不大，“不够交税”。5、强烈退订诉求：不少用户因各种问题（如被忽悠、对改配政策不满、热情被消耗等），强烈要求开放退单渠道，称“开放退订才是真的合理的解决方案”、“热情都被搞没了”。6、还有用户对官方用赛道成绩“洗地”表示不满，不认可这种做法。02对小米的影响这次，首当其冲影响到的自然是小米SU7 Ultra甚至是SU7的订单和销量。小米SU7 Ultra的目的是为了帮助小米摆脱“性价比”标签，重新定义“新豪车”标准，实现品牌冲高和向上突破。但是这件事的出现，则引发对小米汽车“夸大宣传”的质疑，削弱消费者对其“技术标签”的信任，尤其影响其高端市场形象。俗话说：“信心比黄金更重要。”对小米汽车这个新品牌来说，更是如此。小米汽车能有如此成功的开端，就是建立在小米品牌以及雷军多年积累的用户信任上。这种夸大宣传实际上是对品牌价值的提前透支，而修复这种透支的成本，往往数倍于最初的营销投入。所以，小米汽车必须妥善处理好这个问题。不可否认，小米汽车和雷军的营销能力行业无出其右，但是不可忽视的是，水能载舟，亦能覆舟。小米汽车能借着流量起飞，也可能受到反噬。尤其是行业竞争激烈的当下，作为车圈新势力顶流之一，小米汽车正身处舆论聚光灯中心。任何争议点都可能被行业竞争对手转化为攻击武器，甚至演变为品牌危机。这种信任危机在社交媒体时代的传播裂变效应，远超传统营销事故的影响半径。之前的理想MEGA就是明证，也是花了很长时间才缓过来。所以，小米汽车真的需要重新审视营销传播的边界，在保持流量敏锐度的同时，设立“红线规则”，杜绝过度宣传引发的预期错配。当行业进入智能化下半场，消费者对技术真实性的阈值越来越高，一次成功的危机公关或许能平息舆论，但长期信任的构建却需要持续的技术沉淀与口碑累积。唯有将“用户信任”作为品牌冲高的基石，而非消耗品，才能让小米汽车在高端市场的征途中，真正完成从“1 到 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