过度营销是把双刃剑，小米汽车一直处在风口浪尖上

Ofweek维科网01-12

导语 | Lead1月3日晚上，小米创办人、董事长兼CEO雷军进行2026年的第一场直播。在这次现场直播中，除了小米工程师现场拆解了一台新的YU7，雷军还正面回应了网络上对于小米汽车的种种质疑。其实，攘外必先安内，打铁必须自身硬，能破圈的最终利刃是产品，而并非营销，小米汽车走的是一条与众不同的道路，至于最终能否在车圈站稳脚跟，还有待市场继续检验。本文出品|禾颜阅车工作室撰文|张大川编辑|禾子...

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Pro逆光之王以及“小米超强钢”等的确存在误导消费者的情况。为了达到宣传效果，小米一方面用极其抓眼球的措辞来对产品性能进行宣传；另一方面，为了符合广告法，小米则使用小字来达成广告法的合规。在汽车行业，“小字营销”这种营销手段却并不多见。对于3C电子产品，夸大的宣传隐患相对没那么大；而对于汽车产品，有时候厂家过度的宣传带给消费者的误导，也许会导致驾驶安全事故的出现，对驾乘人员和周遭的行人车辆都会产生难以挽回的影响。 “小字营销”这种情况多了，会波及品牌的公信力。所以小米汽车停止这种做法，对于小米品牌本身甚至是整个中国汽车行业来说是一件好事情。△小米汽车将不会再采用“小字营销”的宣传策略是不是“绿化带战神”？对于另外一个备受争议的“绿化带战神”的话题，众说纷纭。小米官方的回应则比较直接，将相关问题都归结为水军和黑公关。小米一位高管在此次直播中称，这是网络水军和黑公关在刻意收集相关的视频，进行了恶意剪辑，在网络上带节奏。雷军在直播中更是提到，多数事故情况是由于驾驶员‌手动关闭了车身稳定系统ESP所导致的，并指出网络上的多个视频内容缺失关键画面，包括显示ESP是否关闭的操作界面以及事故发生前的车辆加速曲线，这些都有可能导致公众对事故原因产生误解。和传统燃油车相比，电动车不仅扭矩更大，而且瞬时扭矩大，这不仅导致车辆起步加速度比较大，推背感较强，但同时也增加了车辆在湿滑路面以及猛踩油门并急打方向时，后轮打滑导致车辆发生侧滑甚至甩尾的情况。尤其是当驾驶员在冰雪湿滑路面关闭ESP后，急刹车情况下导致后轮抱死就很容易出现甩尾的现象。如果再加上新手司机开车，那么甩尾的概率的确会上升不少。对此情况，小米汽车应该要正视。△ESP对于防止汽车侧滑和甩尾会起到非常大的作用对于小米汽车甩尾这个话题，我们要一分为二来看：如果是驾驶员刻意关闭了ESP或者在低附着系数路面的情况下，缺乏驾驶经验的驾驶员依然猛踩油门后再急踩刹车，那么把出现甩尾的事故归结到小米汽车身上就不客观。笔者曾经在冰雪路面的汽车测试场上也尝试关闭过ESP来进行刹车试验，彼时以调教著称的德系车都出现了些许甩尾的情况。而在欧洲结冰路面上坐在公交车内，每次当驾驶员刹车时，都可以明显感受到ABS/ESP在工作，卸去轮端的制动压力来避免轮胎抱死。但对于小米汽车来说，其在汽车领域还有诸多需要优化的地方，例如可以在持续优化自己的底盘调校，不断提升车辆麋鹿测试的成绩外，同样也需要反复教育车主，不仅要打开所有的主动安全相关的功能，也需要避免急踩刹车，尤其是在低附着系数路面下急踩刹车。△加大司机培训力度，是小米汽车2026年要多做的工作2026年小米汽车怎么走？2026年，小米汽车把全年交付目标定在了55万辆，这个数字相比于2025年的411625辆‌并不激进。尤其是考虑到今年采用增程式技术的小米汽车的中大型SUV小米YU9将会上市。至于YU9能否取得成功，还存在几个不确定因素：一方面，中大型SUV市场竞争激烈，无论是国内还是跨国的传统车企巨头，还是本土新势力新贵，都在这个市场投放了不少极具竞争力的车型，小米YU9能打出什么牌来吸引用户，还有待进一步观察；另一方面，小米汽车的产能能否跟上也存在一定的变数，如果订单长时间无法交付，后期必然会出现YU7所面临的各种纠纷。△小米YU9对于小米汽车2026年的表现至关重要除此以外，雷军也透露了小米汽车在2026年将聚焦的三个方向：坚持研发。在未来五年，小米汽车将至少投入2000亿元。无论是对于小米汽车，还是对于国内其他车企来说，要想在竞争激烈的市场中站稳脚跟，持续高额的研发投入必不可少。小米汽车作为后起之秀，更是需要在传统汽车工程领域加紧投入，来帮助自己构建更强的体系能力。加大对大模型的投入。AI正在对汽车行业全面渗透，无论是智能座舱还是智能驾驶，AI大模型将给用户体验带来翻天覆地的变化；而整车产品之外，企业日常运营也和AI大模型深深联系在了一起。△无论是在智驾还是在智舱，大模型都将发挥重要作用小米生态。小米将在2026年继续坚持为用户打造人车家全生态的体验，把产品做到极致。在国内一众车企中，拥有打造生态能力的企业屈指可数。相比于传统车企需要和第三方公司来合作打通数据链，小米完全可以凭借自己所打造的生态来给用户更好的使用体验。这点其实在过去几年小米汽车快速发展的时代并没有被作为重点来宣传，但以后肯定会是小米汽车的亮点之一。△小米打造的人车家生态能够助力汽车板块点评任何一枚硬币都有其两面性。小米汽车虽然在网络上被各种攻击，但也不得不承认，这样的流量是传统车企以及其他新势力品牌都不具备的。小米汽车能够起势，和雷军在营销上长袖善舞不无关系；但是如今的小米，也开始受到过度营销的反噬。接下来，小米还是需要沉下心来，把更多的精力放在核心技术的突破上。与此同时，在放弃了“小字营销”之后，小米汽车也需要对自己的整体营销思路进行梳理，找到新的营销亮点，更好地配合新车型和新技术的研发与落地。（本文系《禾颜阅车》原创，未经授权，不得转载）小红书｜大鱼号｜新浪微博｜一点资讯｜百家号网易号｜汽车头条｜车友号｜太平洋号","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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