谁在等一辆30万元中国旗舰？路天回应比亚迪如何推动品牌向上

中国经营报08-25 16:06

中经记者陈靖斌成都报道　　在灰色织纹墙面上，“BYD 王朝”几个字格外醒目。2026成都国际车展期间，比亚迪汽车王朝网总经理路天身着灰蓝色西装，坐在展馆会客区的沙发上。谈到中国汽车品牌向上，他抬起双手，在胸前比画。　　“过去，一些中国品牌是以仰望的姿态看合资品牌。走到今天，我们就想挺直腰杆。”路天对《中国经营报》记者说。　　就在本届车展上，王朝网全新D+级旗舰轿车大汉EV开启预售，三款车型预售价为...

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Lu Tian responds to how BYD pushes the brand upward","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81211":0.6,"FDRV":0.6,"002594":1.95,"HYDD.SI":0.6,"BYDDY":1.95,"01211":1.95,"SMOG":0.6},"content_text":"中经记者陈靖斌成都报道　　在灰色织纹墙面上，“BYD 王朝”几个字格外醒目。2026成都国际车展期间，比亚迪汽车王朝网总经理路天身着灰蓝色西装，坐在展馆会客区的沙发上。谈到中国汽车品牌向上，他抬起双手，在胸前比画。　　“过去，一些中国品牌是以仰望的姿态看合资品牌。走到今天，我们就想挺直腰杆。”路天对《中国经营报》记者说。　　就在本届车展上，王朝网全新D+级旗舰轿车大汉EV开启预售，三款车型预售价为24.99万—29.99万元；第三代唐同步亮相，计划于今年第四季度上市。一轿一SUV背后，王朝网正在把产品触角伸向30万元级旗舰市场。　　但路天反复强调，这场竞争不能只围绕价格展开。在他看来，王朝网能否完成品牌向上，取决于产品、技术与服务能否同步向上。大汉EV要争夺的，也并非单纯追逐潮流的年轻用户，而是一批既需要行政属性又重视家庭使用，希望车辆“时尚但不张扬”的消费者。　　采访中，路天多次用“刚刚好”概括这类需求：豪华与克制之间要刚刚好，行政与家庭之间要刚刚好，性能、配置与价格之间同样要刚刚好。　　“为什么要有大汉？因为这里还有一块空白”　　《中国经营报》：大汉EV是王朝网新的旗舰轿车。它的推出，对王朝网品牌向上意味着什么？　　路天：中国品牌在这个时代的成长，一定是品牌向上、技术向上，也是用户需求的向上。　　今年6月17日，我们推出了大唐，目前市场反响和订单表现都不错，交付端也面临一定压力，我几乎每天都会去催工厂加快交付。此次在成都车展开启预售的大汉EV，与大唐一样，都是王朝网“9系”旗舰产品。它们不仅是两款车，还要承载王朝网品牌、技术和用户结构向上的任务。　　现在25万—30万元左右的新能源轿车，很多产品主打年轻、个性和运动，这些产品都很优秀。但市场上还有另一部分消费者，他们既有一定行政需求，也有家庭使用需求。他们喜欢年轻和时尚，却不希望太张扬；他们需要豪华感，也希望价格落在30万元左右。　　我有一些EMBA同学，过去开的是“56E”，甚至“78S”。当他们决定不再换燃油车、想拥抱新能源时，却会问：如果预算在30万元左右，还想买一辆轿车，应该选什么？过于年轻、像跑车一样张扬的产品不一定适合他们，纯行政产品又可能达到六七十万元甚至上百万元。　　这就是大汉EV出现的重要原因。用我一位朋友的话说，他想买一辆“对得起自己过去十年”的车。我们希望大汉EV占住的，就是这样一个目前产品还不够丰富的市场。　　《中国经营报》：你把这一市场概括为“空白”。它真正难做的地方在哪里？　　路天： 过去不少新能源产品在规划之初，就瞄准年轻化和高关注度，因此设计得像跑车，强调个性与视觉冲击。行政轿车则往往通过品牌和大量配置建立价值感，价格也比较高。　　大汉EV希望在两者之间找到平衡。它既要有行政轿车的气质，也要有家庭使用属性；既要让人一眼看出时尚感，又要有所收敛，不靠夸张表达存在感。　　为了让价格与产品性能相匹配，我们把一些过去出现在百万级产品上的配置向下释放。例如，大汉EV搭载了与仰望U8L同款的调光隐私玻璃，后排也设置了屏幕，既考虑行政场景，也考虑家庭接送孩子时的使用需求。　　按照我们的统计，大汉EV有44项技术达到全球领先水平，其中30项处于全球顶级水平。我们想做的，是把真正的豪华控制在30万元左右。　　“价格不是竞争的全部，最终比拼的是价值”　　《中国经营报》：旗舰轿车竞争正在快速升温。大汉EV凭什么进入这个市场？　　路天：真正的竞争不能只停留在车辆价格上。价格维度是一个比较低层面的竞争，最终一定要回到产品价值、技术价值和使用价值。　　大汉EV的纯电续航从1008公里起步，同时搭载第二代刀片电池和闪充技术，并与闪充服务网络结合。过去，燃油车一箱油能跑多远、加油是否方便，是消费者已经习惯的体验。新能源车要真正替代燃油车，也要解决里程和补能问题。　　假设每天上下班行驶25公里，1000公里级续航意味着日常通勤可以大幅降低充电频率。长途出行时，续航、闪充技术和补能网络又要共同发挥作用。按照目前的技术能力，可以实现5分钟快速补能、9分钟充饱；即便在零下30摄氏度环境中，补能时间也可以控制在约12分钟。预售期间，我们还提供18个月免费闪充权益。　　我认为，下一代汽车竞争还会出现一条新的护城河，就是使用成本。它不仅是充一次电花多少钱，也包括用户为补能付出的时间，以及出行过程中是否需要反复寻找充电设施。长续航、第二代刀片电池和闪充服务网络，是大汉EV解决用户焦虑的一套组合，而不是三个彼此孤立的参数。　　（记者注：上述充电时间为路天在采访中介绍的数据，具体测试条件、起止电量及适用车型配置，以企业后续公布的完整技术口径为准。）　　《中国经营报》：从“主流”走向“旗舰”，王朝网面临的最大挑战是什么？　　路天：最大挑战，是改变过去形成的固有印象。比亚迪曾经被一些消费者视作大众主流的代表。今天要完成品牌向上，首先要靠人无我有的技术，真正解决用户问题；其次要靠服务网络，让用户买车之后仍有确定感。　　目前，王朝网在全国约325个城市拥有大约1800家服务网点。密度足够高，用户有需求时，我们能够快速响应。前段时间我去可可托海参加用户活动，发现当地也已经布局闪充设施。用户想去的地方，服务也应该尽量跟到那里。　　除了补能网络，门店服务同样重要。一些王朝网门店为车主提供免费洗车、充电和用餐等服务。品牌向上不是把价格标得更高，而是产品能带来什么价值、技术能解决什么痛点、服务能否在用户需要时出现。　　我在汽车行业工作了20多年。过去看合资品牌，我们会问，为什么人家的技术好、服务也好。今天，中国品牌要有自己的旗舰，也要有自己的名字。大汉EV所代表的，就是这种变化。　　“双9系”落位之后，王朝网还要补齐什么　　《中国经营报》：大汉EV开启预售后，王朝网的产品矩阵将如何进一步调整？　　路天：在轿车领域，王朝网目前主要有秦、汉两大IP，大汉EV成为最高端的“9系”旗舰轿车；SUV领域有元、宋、唐三大IP，大唐则是“9系”旗舰SUV。后续我们还会补充MPV产品，形成更完整的向上矩阵。　　大汉EV与大唐的到来，意味着王朝网“双9系”旗舰格局形成。但真正支撑这个矩阵的，仍然是产品、技术和品牌三个层面的同步突破，缺少任何一项都不完整。　　《中国经营报》：此次一同亮相的第三代唐，与大唐如何区隔？　　路天：大小唐是互补关系。大唐采用“2+2+3”七座布局，更偏向大家庭出行，也更沉稳、大气；第三代唐是五座车型，除了行政和豪华属性，还增加了运动气质，更适合家庭成员相对较少的用户。　　第三代唐的车长超过5米，轴距为2950毫米。在我看来，这是兼顾车内空间与日常驾驶便利性的“黄金尺寸”。内饰方面，新车采用星际远端屏与实体大屏组合。我们还有一项面向家庭用户的智能座舱技术暂时保密，计划在9月底左右发布，新车预计第四季度上市。　　唐这个IP在比亚迪成长过程中一直承担着技术落地的角色。第一代唐搭载当时的“542”技术，第二代唐在2018年以“龙颜美学”打开市场。第三代唐保留核心技术的同时，纯电续航接近850公里，座舱也会有新的变化。每一代唐的发布，背后都应该对应比亚迪一次新的技术革新。　　《中国经营报》：从成都国际车展看，下半年汽车市场释放了什么信号？　　路天：成都国际车展是西部地区非常重要的A级国际车展，也是下半年车企集中展示产品和技术的重要窗口。今年参展车企比较齐全，新车发布也很密集。比亚迪旗下五大品牌以包馆形式参展，王朝网带来了大汉EV和第三代唐两款重磅产品，说明各家都非常重视下半年的竞争。　　记者观察到， 从路天的回答中可以看到，大汉EV承担的并不只是补齐产品矩阵的任务。王朝网试图借它重新定义30万元级旗舰轿车的竞争坐标：一端连接品牌向上，另一端连接那些从传统豪华燃油车转向新能源、却不愿在年轻化与行政感之间二选一的消费者。　　这也意味着，30万元级新能源汽车竞争正在从“配置堆到多少、价格降到多少”，转向一场更复杂的体系战——续航能否覆盖日常与远途，补能能否接近燃油车效率，服务网络能否跟上产品扩张。　　成都国际车展会客区内，路天把答案归结为一句话：“中国的旗舰，需要有自己的名字。”这一答案最终能否得到市场回应，仍要由大汉EV的订单、交付与用户口碑来验证。（文章来源：中国经营报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","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/2662278405","isCrawlerRequest":true}