比亚迪、吉利等中国车企排队“入场”世界杯，一场围绕FIFA的流量争夺战

华夏时报网06-12 16:17

北京时间6月12日凌晨，2026年美加墨世界杯揭幕战在墨西哥城阿兹特克体育场打响。当104场赛事、48支参赛球队陆续登场，赛场之外的商业暗战已先一步进入高潮。现代起亚作为FIFA（国际足球联合会）官方汽车赞助商的独享身份，将其他品牌挡在官方合作大门之外，但这并未阻止中国车企的入场步伐。长安、吉利、中通、广汽、比亚迪等品牌以球队合作、赛事用车、转播绑定等替代路径切入，在北美与拉美市场展开了一场围绕...

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FIFA","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"80175":0.6,"81211":0.6,"EVS.SI":0.6,"GELYY":1.9,"HYDD.SI":0.6,"000625":1.87,"01211":1.92,"002594":1.92,"BYDDY":1.92,"000957":1.85,"00175":1.9},"content_text":"北京时间6月12日凌晨，2026年美加墨世界杯揭幕战在墨西哥城阿兹特克体育场打响。当104场赛事、48支参赛球队陆续登场，赛场之外的商业暗战已先一步进入高潮。现代起亚作为FIFA（国际足球联合会）官方汽车赞助商的独享身份，将其他品牌挡在官方合作大门之外，但这并未阻止中国车企的入场步伐。长安、吉利、中通、广汽、比亚迪等品牌以球队合作、赛事用车、转播绑定等替代路径切入，在北美与拉美市场展开了一场围绕FIFA的流量争夺。　　这场暗战的背后，是中国汽车出口持续升温的现实。中汽协数据显示，5月汽车出口达93万辆，同比增长68.7%，占总销量比重超35%，其中奇瑞等企业出口占比已突破七成。世界杯所覆盖的北美、拉美市场，恰是中国车企全球化布局的核心增量区域。　　汽车分析师徐嘉平对《华夏时报》记者表示，世界杯对中国车企而言并非单纯的品牌曝光机会，而是一次检验海外市场体系能力的压力测试。“球队合作、转播等形式的本质是用更低的成本完成更精准的圈层触达，但最终能不能接住流量，取决于企业在当地的渠道深度和服务能力。”　　绕道FIFA的四种打法　　FIFA赞助体系实行严格的行业排他原则，汽车品类中现代起亚的官方合作伙伴身份已锁定至2030年。本届赛事期间，现代起亚将提供约1500辆乘用车与公交车，覆盖美国、加拿大、墨西哥16个主办城市的官方交通服务。　　面对这一壁垒，中国车企在过去一个月内集中出牌，从几个不同方向切入了赛场。其中，球队联名赞助成为车企破局壁垒的首要选择，各家打法各有侧重。5月19日，广汽与墨西哥足球俱乐部托卢卡FC达成为期两年的战略合作，选择在本土市场借力当地球队的球迷基础。三天后的5月22日，长安汽车宣布与葡萄牙足协达成全球战略合作，成为葡萄牙国家队官方合作伙伴。葡萄牙队在欧洲与拉美市场拥有广泛球迷群体，与长安当前海外布局的重点区域存在重合。　　除绑定足球IP展开品牌营销外，投放赛事配套用车，是国产车企出海开拓市场的另一关键赛道。中通客车向墨西哥城批量交付N12双源无轨公交，赛事阶段全面承接城市通勤与球迷转运工作；深耕当地市场更早的宇通客车优势更为突出，据墨西哥本地媒体统计，墨西哥城800辆新能源公交里，85%均为宇通产品，该数据也多次被国内行业媒体转载引用。　　与之形成差异化布局的，是依托媒体流量的转播合作模式，这也是车企开拓海外赛事营销的第三条路线。吉利银河、比亚迪腾势、方程豹近期与中央广播电视总台达成世界杯转播合作，无需高额投入FIFA官方赞助，依托转播大屏持续曝光品牌。　　吉利银河方面6月11日对外表示，世界杯期间将每日发放100万元购车券，其墨西哥子公司为赴海外观赛的吉利车主提供免费接机服务。打通赛事观赛、有奖活动、购车福利、夏日出游多重场景，车企在世界杯期间的活动，可以在一个链条上完成赛事曝光、用户试驾、福利购车的转化。　　比亚迪方面对《华夏时报》记者表示，希望通过平台的力量，陪伴用户一起共享精彩赛事，向用户传递一路向前的体育精神，同时也会持续助力中国足球青训，陪伴足球少年们一起跑向世界。　　徐嘉平将这几种路径归结为两类逻辑：乘用车企业偏重品牌认知的建立，商用车企业则直接切入服务交付。“长安和吉利的打法是在借势建立用户心智，中通和宇通的逻辑更务实，车在路上跑本身就是最好的验证。这两类路径没有优劣之分，取决于企业在当地所处的阶段。”　　流量转化考验海外落地能力　　世界杯带来的流量红利存在明显时效限制，短期热度能否沉淀为稳定市场份额，核心取决于车企在目标市场的本土化运营落地实力。　　而支撑车企持续推进海外本土化布局、承接赛事营销转化红利的，是国内汽车产业强劲的出海增长势能。中汽协最新数据显示，2026年5月国内汽车出口93万辆，同比大增68.7%，连续两个月单月出口突破90万辆，出口占整车总销量比重超35%；其中奇瑞5月外销占比高达73.4%，海外市场已成为其销量基本盘。乘联会数据也佐证了行业出海大势：2025年中国汽车出口规模登顶全球，2026年虽月度增速有所起伏，但整体出口总量仍维持上行通道。　　具体到墨西哥市场，中国汽车品牌的渗透已有数年积累。据墨西哥汽车工业协会统计，2025年中国品牌在墨西哥乘用车市场的份额已超过9%，较2020年提升约7个百分点。商用车领域优势更为明显，新能源公交车的中国品牌占比超过九成。中通客车此次在墨西哥城投运的N12双源无轨公交，需满足当地的车辆认证标准、充电基础设施适配条件与运营调度体系，并非短期投放能够完成。　　本届世界杯周期，参与营销的中国车企集体聚焦新能源产品。中通投运的是纯电动公交，吉利银河与长安主推的也是新能源车型系列。这一特征与北美、拉美市场的新能源汽车政策方向一致。墨西哥政府此前公布了2030年新能源汽车渗透率达到50%的目标，并出台了购置税减免与充电基础设施补贴政策。产品方向与政策趋势的匹配，是营销之外影响市场接受度的基本面因素。　　徐嘉平表示，评判世界杯营销的投入回报不能只看短期，要拉长周期综合测算。他表示，车企切勿寄望短短一月赛事曝光就能直接带动销量暴涨，从赛事配套落地到批量订单落地，往往间隔一年乃至更长时间。在此空档期，品牌必须持续加码渠道、售后体系建设，否则赛事热度消散后，消费者对品牌的印象也会快速淡化。　　徐嘉平进一步指出，即便借助世界杯抓住短期流量机遇，车企出海仍要直面多重现实难题。拉美、北美市场在准入法规、用户消费习惯上和国内市场差异显著，搭建完善经销与售后体系离不开长期资金、人力投入。一旦赛事落幕，这波集中曝光红利也会随之消失，中国车企此番世界杯营销能否真正转化为市场增量，还需依靠后续企业财报、第三方销量数据持续检验。（文章来源：华夏时报网）","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"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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