比亚迪新车发布会宣传语“撞衫” 东风日产连夜发文称“震惊”

国际金融报01-09

1月8日晚，比亚迪2026款秦L DM-i车型新车发布会因使用“两王+四个2”的产品亮点总结表述，引发与东风日产N6发布会创意“撞衫”争议。　　有网友对比发现，比亚迪方面的表述与东风日产12月1日N6上市发布会上的核心传播语高度相似。　　比亚迪发布会结束当晚，东风日产汽车销售有限公司市场部部长孙豪通过社交平台发声，称“今天有点被小震惊了，但还是感谢比亚迪今晚对东风日产插混N6的欣赏、学习和致敬”，...

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DM-i车型新车发布会因使用“两王+四个2”的产品亮点总结表述，引发与东风日产N6发布会创意“撞衫”争议。　　有网友对比发现，比亚迪方面的表述与东风日产12月1日N6上市发布会上的核心传播语高度相似。　　比亚迪发布会结束当晚，东风日产汽车销售有限公司市场部部长孙豪通过社交平台发声，称“今天有点被小震惊了，但还是感谢比亚迪今晚对东风日产插混N6的欣赏、学习和致敬”，直言该话语体系是其团队耗时数月共创的结果，甚至提及“收点知识产权费不过分”。　　东风日产汽车销售有限公司新能源品牌总经理王骞同样转发该博文，并晒出两次发布会的对比材料。　　截至发稿，比亚迪官方尚未公开回应此事。　　此次争议的核心关联产品均为插混领域车型。据了解，东风日产N6作为“天演”架构下首款插混轿车，于去年11月开启预售，预售权益价10.69万元起，12月1日正式上市，官方指导价9.99万元起。其发布会提出的“两王+四个2”表述，对应产品核心技术与配置优势。　　比亚迪方面，此次发布会聚焦2026款秦L DM-i车型，该车型定位插混轿车，与N6或形成直接竞品关系。比亚迪在发布会上复用“两王+四个2”表述诠释产品亮点，成为了引发争议的直接诱因。　　事实上，记者搜索发现，“四个2”的表述也并非东风日产率先使用，最早是去年8月，东风风神L8在测试中展示了纯电续航248.6km、综合续航2245.3km、综合油耗2.4L/100km和综合功率265kW等“四个2”数据，应属最早提出“四个2”表述的车企。　　2025年，比亚迪全年累计销量达460.24万辆，其中秦系列累计销量达到66万辆，但更具体的车型销量比亚迪并未公布。　　东风日产方面，2025年4月推出的N7是品牌布局新能源赛道的重要尝试，该车型上市初期关注度较高，曾传出“50天大定破2万辆”的消息。不过，其销量未能持续冲高，数据显示，N7去年8月销量达10148辆，9月销量环比下滑36.8%至6410辆，全年累计销量仅5万辆，仅占东风日产整体60万辆销量的8%。　　在业内人士看来，此次“撞衫”事件变相给东风日产提供了一次宣传机会。　　对于市场当前宣传环境，业内人士告诉《国际金融报》记者，新能源汽车行业正处于从“野蛮生长”到“高质量发展”的关键阶段，宣传“撞衫”本质上是行业转型期的阵痛表现。短期来看，“撞衫”或许能带来流量和销量，但长期而言，只有坚持原创精神、尊重知识产权、聚焦用户价值，才能在激烈竞争中脱颖而出。　　该人士提到，对车企而言，应摒弃“流量焦虑”，将资源投入到技术研发和品牌建设中，用真正的创新赢得市场。同时，监管部门也需完善法律法规，加大执法力度，为原创者保驾护航。（文章来源：国际金融报）","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":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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