比亚迪新车宣传“撞衫”，东风日产高管称“震惊”

汽车行业关注01-11

1月8日晚，比亚迪汽车举办新车发布会，包括2026款比亚迪秦PLUS DM-i和2026款比亚迪秦L DM-i两款车型。其中，2026款比亚迪秦PLUS DM-i共推出3款配置，售价区间为7.98-9.98万元；2026款比亚迪秦L DM-i共推出4款配置，售价区间为9.68-12.68万元，限时超级优享价区间为9.28-12.28万元；据了解，此次年度改款增加长续航版本，主要升级电池容量和纯电...

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DM-i共推出4款配置，售价区间为9.68-12.68万元，限时超级优享价区间为9.28-12.28万元；据了解，此次年度改款增加长续航版本，主要升级电池容量和纯电续航，电池容量25.28kWh，CLTC纯电续航为210km。不过，此次发布会却出现了争议，被指抄袭。在发布2026款秦L DM-i车型的时候，比亚迪给出了“两个王4个2”的宣传话术作为新车改款总结，却引发与东风日产N6发布会内容高度重合，两名高管下场接连发声。东风日产汽车销售有限公司市场部部长孙豪在微博上称，“（两个王4个2）是东风日产营销团队花数月打磨的原创方案，所有的原创和背后的付出都应该被尊重”，其猜测可能是“代理公司瞒着没有告知主机厂吧”，甚至调侃要收知识产权费。不过，调侃归调侃，孙豪还是表示，“虽然被震惊到，但还是感谢比亚迪对东风日产插混N6的欣赏、学习和致敬”。相比于孙豪，东风日产汽车销售有限公司新能源品牌总经理王骞的表述更加直接。王骞转发该博文，并晒出两次发布会的对比材料表示，“据说隔壁整了一出“两个王四个二”好牌叫地主？ 跟一个月前日产N6发布会不能说是极其相似，只能说是一模一样啊！”值得一提的是，“四个2”的表述也并非东风日产率先使用，最早是2025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。这件事情的主要争议在于，车企的营销话术到底受不受“保护”，算不算“原创表达”，到底是单纯的创意撞梗，还是真的存在抄袭？这无从得知。如果是代理公司出现问题，车企该不该担责？这其实也是当前市场广告宣传的漏洞，很多车企会将宣发交给第三方公司，但是审核环节一旦松懈，就容易踩坑，恰逢当前东风日产处于新能源变革期，出现这种情况自然是无法忍耐的，毕竟好的宣传方案也是产品竞争力的一部分。截至发稿，比亚迪汽车尚未公开回应此事。据了解，东风日产N6作为“天演”架构下首款插混轿车，于2025年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。作为东风日产旗下首款插混车，2026款秦L 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