雷军“近50小时手工打磨”SU7车漆引质疑，汽车安全岂能靠营销话术遮掩？

ITBEAR科技资讯2025-12-16

小米汽车发布会现场，雷军以极具感染力的语言介绍SU7 Ultra紫水晶车漆工艺时，台下掌声雷动。然而，当“人工打磨近50小时”的宣传语传至社交平台，舆论风向骤变。网友不再聚焦于工艺细节，而是将质疑声推向高潮：“近50小时？到底是49还是30？”“雷氏话术又来了。”这场争议背后，折射出公众对小米汽车营销策略与产品实际表现的深度不信任。自小米汽车问世以来，雷军凭借个人IP成为品牌代言人。他频繁强调“...

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How can car safety be concealed by marketing rhetoric?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"HXXD.SI":0.6,"01810":1.93,"XIACY":1.93,"MIUmain":0.6},"content_text":"小米汽车发布会现场，雷军以极具感染力的语言介绍SU7 Ultra紫水晶车漆工艺时，台下掌声雷动。然而，当“人工打磨近50小时”的宣传语传至社交平台，舆论风向骤变。网友不再聚焦于工艺细节，而是将质疑声推向高潮：“近50小时？到底是49还是30？”“雷氏话术又来了。”这场争议背后，折射出公众对小米汽车营销策略与产品实际表现的深度不信任。自小米汽车问世以来，雷军凭借个人IP成为品牌代言人。他频繁强调“全栈自研”“性能对标保时捷”等概念，却对消费者最关心的安全数据避而不谈。车身结构冗余设计、碰撞测试公开报告、电池热失控防护第三方验证等核心问题，始终未得到明确回应。这种“重营销、轻技术”的打法，与汽车行业“安全至上”的底层逻辑形成鲜明冲突。车主实测反馈与官方宣传形成强烈反差。有用户发现，SU7在高速变道时车身刚性不足，过减速带时异响频发；更有工程师指出，部分关键部件为控制成本存在用料缩水问题，安全冗余空间被压缩至危险边缘。面对质疑，小米官方多以“个别案例”“操作不当”等话术回应，与雷军宣称的“死磕细节”形象形成巨大割裂。这种表里不一的矛盾，进一步加剧了公众对品牌诚信度的怀疑。从手机到汽车，小米的营销套路似乎一脉相承：先通过概念炒作制造话题，再用“性价比”掩盖技术短板，最后以“情怀牌”绑架消费者理性选择。当产品出现质量问题时，团队不是直面改进，而是通过控评删帖、引导舆论等方式压制批评声。这种处理方式在汽车领域尤为危险——作为高风险消费品，刹车失灵、电池起火等事故的代价可能是生命，而小米至今未建立透明的事故响应机制，也未公开完整的安全测试数据。雷军在社交媒体频繁晒出凌晨巡厂、订单数据等片段，试图塑造“劳模企业家”形象。但消费者真正需要的，不是老板的辛苦表演，而是看得见的安全承诺。当“50小时打磨车漆”的精致叙事，与车身结构隐患、品控问题并存时，所谓的“匠心”更像精心设计的转移焦点话术。网友将其戏称为“雷不群”，本质是对品牌长期忽视产品本质、沉迷营销套路的失望累积。汽车行业的信任建立门槛远高于消费电子。一次质量危机可能摧毁数年积累的品牌声誉，而小米目前展现出的应对态度，无疑在透支消费者耐心。真正的高级感，不在于车漆的光影流转，而在于敢将白车身剖开展示、公开所有测试数据、对每起故障负责到底的底气。当营销话术与产品实际脱节越严重，“雷不群”的标签就会越牢固，再多的“近50小时”宣传，也难以填补消费者心中的信任裂痕。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2591933380","isCrawlerRequest":true}