比亚迪发布会海报抄袭？日产高管亲自下场要求尊重知识产权汽车

TMT观察网01-09

编辑导语：真假“王炸”，揭示汽车圈“抄袭风”。1月8日晚间，比亚迪秦L DM-i发布会纷纷刷屏，网友热烈讨论之余也对其发布会上使用“两个王4个2”的扑克营销标语提出了质疑，认为其与2025年12月1日东风日产N6发布会的宣传文案高度雷同。当晚，东风日产高管（新能源品牌总经理王骞、市场部部长孙豪）公开喊话比亚迪：称该创意是团队耗时数月原创的方案，要求尊重知识产权。孙豪更是在发文最后以调侃的方式戏称“...

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Nissan executive personally demands respect for intellectual property cars","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81211":0.6,"HYDD.SI":0.6,"00489":1.87,"BYDDY":1.95,"01211":1.95,"DNFGY":1.87,"002594":1.95},"content_text":"编辑导语：真假“王炸”，揭示汽车圈“抄袭风”。1月8日晚间，比亚迪秦L DM-i发布会纷纷刷屏，网友热烈讨论之余也对其发布会上使用“两个王4个2”的扑克营销标语提出了质疑，认为其与2025年12月1日东风日产N6发布会的宣传文案高度雷同。当晚，东风日产高管（新能源品牌总经理王骞、市场部部长孙豪）公开喊话比亚迪：称该创意是团队耗时数月原创的方案，要求尊重知识产权。孙豪更是在发文最后以调侃的方式戏称“收些知识产权费不过分吧？”截至目前，比亚迪尚未就此事回应。日产N6屡遭“碰瓷儿”日产高管在社交平台公开喊话的次日，也就是1月9日，日产火速出图疑似力证“正统”。在日产出产的海报中标着“一图教你看懂日产N6‘叫地主’排面”的标语，详细标注了“两个王4个2”的分别释义。事实上，这已经不是第一次日产被疑似“碰瓷儿”营销，“逼”得高管亲自下场了。在日产N6上市次日，网络上就出现大量关于N6的博文、视频评论区被“荣威M7性价比更高”等评论刷屏的情况。彼时，日产新能源总经理王骞公开表示：“赛道够宽，何须绊倒同行”。随后，日产法务部发布声明，称注意到多个网络自媒体账号在微博等社交平台恶意发布针对N6的不实信息，截取N6上市热度，为某品牌某车型引流。他们已对相关侵权言论及行为进行全面的证据收集与保全工作。针对已查证的黑公关账号及幕后操纵者，将坚决采取法律手段，依法追究其法律责任，以维护公司合法权益。孙豪也在自己的微博上发视频称，现在的车圈舆情环境十分复杂。“N6上市当天晚上的发布会还没开始，就有好几个媒体告诉他，有企业给他们下单，让他们当晚马上发布和N6对比拉踩的内容。”他指出，N6的评论区里面，有些人不是来交流产品，而是专门来蹭流量、刷存在感、拉踩和诋毁，甚至把评论区当成自己的广告位。“与其花这些钱用在别人的产品上面，做各种阴阳，还不如踏踏实实把钱花在技术的研发、产品的造型上面，多做一些光明正大正向的传播，让客户明明白白地选择你。”孙豪称。市场反应不一针对此次比亚迪发布会海报“撞车”日产N6事件，网上对此态度分化。一部分网友认为，作为头部新能源车企，比亚迪此举“丢脸且悲哀”，可能形成路径依赖。极端网友则斥责“1:1复刻抄袭没下限”；另一部分网友认为，产品如何最终应该由销量来说话，暗示营销争议不影响用户对产品力的判断。业内人士认为，汽车行业长期存在“借鉴”现象，但营销话术的完全复制触及底线，需警惕创新惰性。另外，上述人士还提及，营销创意的法律界定模糊，维权难度大。东风日产虽高调发声，但未提法律途径，侧面反映维权困境。与此同时，此次事件也有部分网友将其延伸至比亚迪早期车型“抄袭”已是“惯犯”。网友指出，早期比亚迪F3因模仿丰田花冠设计引发争议，后续多个车系被指借鉴花冠元素。值得注意的是，截至发稿时，孙豪的发文中所提到的比亚迪王朝网销售事业部总经理路天在今日连发多条微博文章进行产品宣传，但并未就上述海报“抄袭”事件做出些许回应。但此事网络已经开始发酵，比亚迪方面如无法妥善处理或将影响其品牌形象。","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":"policyRegulatory","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 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":"4.42.0","shortVersion":"4.42.0","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/2602768371","isCrawlerRequest":true}